How to Run a Virtual Fundraising Campaign: Best Practices for Digital-First Events

Virtual fundraising isn’t just a pandemic workaround, it’s the future. Digital-first events let nonprofits reach supporters where they are, without worrying about venue bookings, travel, or geographic limits.

At GivenGain, we’ve seen virtual 5Ks, livestream challenges and Giving Days raise thousands for causes big and small. The secret? Empower your Champions with the right tools, recognition, and incentives to share, compete, and inspire.

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Why Virtual Campaigns Work

• Accessible: Participants can join from anywhere.
  
• Cost-effective: No venue or catering expenses.
  
• Scalable: Unlimited participants.
  
• Global reach: Champions can attract donors worldwide.
  
  

Best Practices for Digital-First Events

1. Set a Clear Goal
Participants and charities engage more when objectives are specific. Whether it’s total funds, participant numbers, or distance challenges, clear goals help organisers plan communications and incentives effectively.

2. Equip Champions
Provide toolkits, sample posts, graphics, and guidance. Make it easy for participants to fundraise, share, and track progress.

3. Leverage Video & Livestreams
Short livestreams such as a welcome message, countdown, or leaderboard update, build urgency and foster community.

4. Gamify the Experience
Leaderboards, badges, and milestone challenges spark friendly competition and keep participants motivated.

5. Offer Fundraising Incentives
Incentives increase engagement and donations. Consider:

• Exclusive merchandise for reaching fundraising milestones.
  
• Recognition on leaderboards or social media shout-outs.
  
• Tiered rewards, e.g., limited edition merch, spa days, getaways or certificates for top fundraisers.
  
• Fun challenges with small prizes to encourage ongoing participation.
  

6. Recognise Achievements Publicly
Celebrate top fundraisers, milestone completions, or creative submissions. Recognition fosters pride and encourages others to push harder.

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Real-Life Examples

Boston Marathon Giving Day (May 2025)

In 24 hours, fundraisers and charities raised $1.87M across 176+ nonprofits. Gamified leaderboards, exclusive prizes, and urgent fundraiser emails drove participation and momentum that carried through to race week.

Youth Sports Clubs Virtual 5Ks
During COVID, simple toolkits and parent Champions enabled thousands to participate while keeping communities engaged.

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Swimathon / MySwimathon (March 2025)

• Traditional Swimathon: Participants swam at designated venues on specific dates, logged results via lap counters, and accessed them online.
  
• MySwimathon: Offered flexibility - participants swam at any pool at a time of their choosing, logged results on a dashboard, and received medals by mail.
  

Key Takeaways:

• Flexibility increases participation.
  
• Dashboards simplify result tracking.
  
• Physical or digital rewards maintain motivation.
  
• Hybrid approaches combine structure with freedom to reach more participants.

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Tips for Organisers Running Digital-First Campaigns

1. Choose the Right Platform – Centralise registration, tracking, and donations for simplicity.
   
2. Plan Clear Communications – Regular updates, milestone announcements, and participant stories keep engagement high.
   
3. Provide Simple Instructions – Step-by-step guidance reduces confusion and increases confidence.
   
4. Gamify & Incentivise – Use badges, leaderboards, and competitions to drive competition and participation.
   
5. Celebrate Achievements – Public recognition motivates participants and reinforces campaign visibility.‍
6. Analyse & Learn – Review metrics and feedback to improve future campaigns.