Navigating Fundraising in the Digital Age: Insights and Challenges with Penny Mason, Director of Income and Engagement at Devon Wildlife Trust

Lisa Henry, Senior Researcher in our Not for Profit Sector sat down with Penny Mason, a fundraising director at Devon Wildlife Trust. They discussed the challenges encountered by non-profit organisations in the digital era and the broader organisational culture. Her insights reveal the intricate balance required to navigate the evolving landscape of fundraising, particularly in the context of digital transformation and data security.

Digital Transformation and Data Security

One of the most pressing challenges Penny identifies is staying current with digital transformations. “The digital era and staying on top of digital transformations is an ongoing challenge and it just becomes more and more acute,” she notes. This challenge is compounded by the rapid pace of technological change and the need to adapt to new platforms and tools.

The implementation of digital platforms and tools does open issues around data security. Penny emphasises the importance of protecting donor information, particularly for small to medium-sized organisations with limited budgets. “Staying on top of data security is a massive one,” she explains. This requires constant vigilance and investment in secure systems and practices.

Donor Relationships and Digital Poverty

Penny also discusses the evolving nature of donor relationships and the need for authentic communication. She highlights the challenge of digital poverty among older, rural audiences, who may have limited access to digital tools and platforms. “We do have a real chunk of our core membership who are older, who live in rural areas where they don’t have good connectivity,” she says. Maintaining a meaningful connection with donors in this context requires a nuanced approach, which will vary depending on the demographic of donors. Penny stresses the importance of sustaining an authentic voice and presence, even as digital channels become more prevalent. “It’s about protecting our donors, staying true to our unique identity, being able to capitalise on digital innovation, and all within the constraints of really tight budgets,” she explains.

Organisational Culture and Fundraising Strategy

In terms of organisational culture, Penny stresses the need for community building and long-term relationship management. She notes that charities often fail to get the basics right, with insufficient investment in core capabilities like good general communications, excellent customer service or sound IT infrastructure. She also believes that fundraisers should focus on what is reasonable within their context, rather than trying to solve all financial problems. “Fundraisers are not there to fix the financial problems of an organisation; we are there to fundraise what we reasonably can within the context that we’re in,” she asserts.

Penny maintains that any effective fundraising strategy must be built on solid foundations.  “Getting the basics right, realistic target setting and ongoing investment in innovation are the core ingredients of a good fundraising strategy, particularly in a time of rapid change,” she says.

We have also seen that many charities are seeking creative methods to generate additional income through commercial activities. This requires cultivating commercial nous within the team and creating time and space for development. Like all fundraising, Penny believes that charity commercial initiatives need to focus on added value and longer-term sustainability rather than short-term financial gains. Penny highlights the importance of bringing organisational leadership on board with this kind of investment approach, particularly in the face of budget challenges and urgent issues. “It’s making sure that you bring the leadership of the organisation on board for that,” she notes.

The Role of Technology and AI

Penny also touches on the role of technology and AI in fundraising. While these tools offer new opportunities, they also present challenges in terms of maintaining an authentic connection with donors. “There are more existential challenges around AI and what it’s going to do for the nature of communications that we will need to get to grips with,” she explains. AI is still an area that is evolving therefore navigating this landscape requires a careful balance between leveraging new technologies and staying true to the organisation’s mission and values. Penny’s insights underscore the importance of strategic thinking, adaptability, and maintaining an authentic voice in the ever-changing landscape of non-profit fundraising.

For further information on the work we do in Not for Profit please contact Lisa Henry.