From door-to-door sales to tedious event planning, traditional fundraising can feel exhausting and time-consuming. While those methods work for some organizations, digital-first strategies can cut complicated logistics and open your fundraiser up to non-local supporters.

Unlike traditional fundraising methods, an online store operates 24/7 with no hassle. Supporters can shop at their convenience, and organizations, schools, and teams can focus on what matters most—making an impact, improving learning outcomes, or winning the next big game!

Plus, an online fundraising store adds an extra revenue stream that helps you fuel organizational growth. Whether you sell branded merchandise or other fundraising products, your supporters will be excited to receive tangible items that impact their favorite cause.

If you’re ready to launch an online store, make sure yours includes the following key elements.

1. Well-Curated Product Selection

Even though supporters are excited about your cause, your products are what will ultimately seal the deal. Offering a thoughtfully chosen selection of items ensures that supporters see value in their purchase beyond supporting your group or organization. The key is to balance mission alignment, quality, and appeal to maximize purchases.

To create a successful fundraising store, focus on products such as:

  • Popular, wide-appeal items, including discount cards for local businesses or chains and food like popcorn or cookie dough.
  • Branded merchandise, including t-shirts, hoodies, mugs, hats, stickers, or tote bags with your group’s logo.
  • Digital and experiential products, such as eBooks, courses, or event tickets.

Think about everyday items supporters will actually use. For example, a parent might wear your football team’s t-shirt to games, or families might enjoy munching on some popcorn as an afternoon snack.

By choosing the right items, your online store will act as more than just a fundraising tool—it’ll become an essential part of community engagement. Every purchase will make your supporters feel like an integral part of your success.

2. Fair Pricing and Donation Options

Supporters want to feel confident that they’re getting good value for their money while also contributing to a meaningful cause. Clear pricing, transparency about how you spend the money, and easy donation options help build trust and encourage purchases.

In your store’s description, communicate where supporters’ contributions will go. You might communicate how much of each purchase directly supports your organization and the specific impact their contribution will make (e.g., “50% of all sales goes toward new equipment for our team”). This transparency reassures supporters their purchases will make a difference.

Fair prices can make all the difference in your store’s success. To find the right price point for items and maximize fundraising profits, strike a balance between affordability and return on investment (ROI).

For example, a discount card fundraiser can be incredibly valuable to both supporters and your organization. These cards often include buy-one-get-one-free deals at local stores, 50% off movie or museum tickets, and discounts on activities like dining and travel—making them practical and appealing.

As part of their corporate social responsibility (CSR) efforts, businesses often offer to participate in discount cards for free as a way to boost sales while supporting local causes. Double the Donation’s CSR strategy guide explains that companies participate in initiatives like this to enhance their brand reputations, attract customers, and give back to the community. For discount cards, companies’ generosity means these items can generate almost pure profit, especially if they are offered in digital format. 

3. User-Friendly Store Design

A big part of a successful online fundraising campaign is a smooth experience for organizers and supporters alike. Ensure your fundraising organizers can easily set up your online fundraising store and provide supporters with a positive shopping experience that encourages them to come back.

One convenient way to launch your online store is with virtual software. The right platform will allow you to select fundraising products to sell and create customized individual fundraising pages.

As you customize your online store, make sure it includes the following:

  • Easy Navigation: Organize products into clear categories with detailed descriptions so supporters can find what they want quickly.
  • Mobile Optimization: Ensure your fundraising store is mobile-friendly. Supporters should be able to browse and make purchases on smartphones, tablets, and desktops.

Streamlined, Secure Checkout: Reduce cart abandonment with a simple checkout process that protects customer data with SSL encryption. Also, accept multiple payment methods like credit/debit cards, PayPal, Apple Pay, and Google Pay to accommodate different preferences.

When your store is easy to navigate, secure, and accessible on any device, supporters are more likely to complete their purchases and return for future fundraisers—helping you reach your goals and strengthen your community connections.

4. Integrated Peer-to-Peer Fundraising Tools

Make fundraising a team effort with integrated peer-to-peer fundraising capabilities. When volunteers can fundraise on your behalf, you’ll reach a wider audience and maximize sales. Team Butter’s guide to sports team fundraising provides a good example of how this process should look if optimized:

  1. Organizers set up the online fundraising store. After signing up with a provider, you should be able to select your fundraising products and create your personalized store.
  2. Invite participants. Once the main store is set up, easily send instructions to participants via text, email, or social media. This makes it simple to get everyone involved quickly.
  3. Participants share their fundraising pages. Each participant gets a personalized link to send to friends, family, and other community members, encouraging them to place their orders.
  4. Supporters buy products. Items should be shipped directly to supporters, making the giving journey more enjoyable. This eliminates the need for coordinating pick-ups or deliveries, saving time and reducing logistical challenges. Plus, it opens up your fundraiser to everyone, regardless of whether they’re local.

Beyond raising funds, a peer-to-peer approach helps participants build valuable leadership skills. This is especially beneficial for clubs, sports teams, and any other group that focuses on kids.

They learn how to communicate effectively and persuasively, set goals, track progress, and stay motivated throughout the fundraising period. Taking ownership of their personal fundraising pages also fosters accountability.

With a successful digital store, you can offer the flexibility that modern supporters expect and appreciate. With 24/7 accessibility and ship-to-home delivery options, supporters can contribute at their convenience, while fundraisers can focus more on their mission and less on logistics.

When done right, an online store can become a sustainable revenue stream that fuels your group’s long-term success and gives supporters a unique way to contribute.

Did you enjoy this story?

Get nonprofit tips and tools delivered right to your inbox by joining The Nonprofit Leadership Alliance Newsletter. Our bimonthly newsletter will make sure you know what’s happening with our network of social sector leaders.