The Importance of Transparency in Charity Fundraising Appeals

The Fundraising Regulator has just released its Annual Complaints Report for 2023-2024, and one key takeaway is clear: digital fundraising continues to generate the highest number of complaints about misleading information.

As someone who works with charities to create websites that inspire trust and action, I know how important it is to get your message right.

Potential donors need clear, honest information about your cause and exactly how their money will be used. If they feel misled—even unintentionally—it can damage trust in your organisation and make future fundraising more difficult.

Why Clarity Matters in Fundraising Appeals

Donors often research a charity before donating, reading through websites and fundraising materials to understand what they’re supporting. The Fundraising Regulator found that misleading information—whether about a charity’s mission, how donations are used, or what the organisation does—has been the most common complaint for three years in a row.

When writing appeals, charities should:

• Be crystal clear about what the donation will fund. If money is going towards general running costs as well as a specific campaign, say so.

• Avoid vague or overly emotional wording that could be misinterpreted.

• Make sure social media posts and website donation pages match the reality of where funds will go.

Avoiding Unintentional Restricted Funds

One issue highlighted in the report is the risk of accidentally creating a restricted fund.

This happens when donors believe their money is going towards a super specific project, but the charity actually intends to use it more broadly. If the wording of an appeal suggests funds will only be spent on one thing, but they are later used for general purposes, complaints can arise.

For example, if a charity raises money for ‘new school supplies for underprivileged children’, donors might assume every penny they give is going towards things like pencils and books. If in reality, the charity also needs to cover administrative costs or other educational support, it’s important to communicate this clearly.

To avoid this, charities should:

• Use precise language, making it clear if donations will support both a specific project and general running costs.

• Be careful with phrases like ‘100% of your donation will go towards…’ unless that is the case.

• Ensure transparency in impact reports and donor communications to maintain trust.

How to Build Trust With Donors

A good fundraising appeal should inspire confidence, not confusion. Here’s how charities can improve transparency:

• Provide a breakdown of how donations are used.

• Ensure consistency across all fundraising materials, from social media to website donation pages.

• Keep messaging simple and jargon-free so it’s easy to understand at a glance.

• Include a fundraising policy on your website.

• And if you are registered with the Fundraising Regulator then add their logo to the footer of your website.

The Bottom Line

Digital fundraising makes it easier than ever for charities to connect with supporters—but with that great power, comes great responsibility. Being open, honest, and clear in your fundraising messaging not only keeps donors happy but also strengthens your charity’s reputation in the long run.

If your charity’s website needs a refresh to improve clarity and trust, I’d love to help. Get in touch, and let’s create a site that inspires confidence and generosity in equal measure!