Fundraising for NPOs in South Africa: Fundraising do’s and don’ts for NPOs

Good fundraising is not only about asking for donations. It is also about how the organisation handles donors, communication and trust after support is received.

Small actions can make a big difference in how donors experience the organisation.

• Do thank donors after they give.

A donor should not feel like their donation disappeared into a system with no acknowledgement. A simple thank-you message confirms that the donation was received and shows the donor that their support matters.

• Do provide updates on the campaign or project.

Donors are more likely to trust an organisation when they can see progress. Updates do not need to be long or complicated. A short message, photo, project update or campaign milestone can help donors feel connected to the work.

• Do explain how donations are being used.

Donors do not always need every detail, but they do need confidence. Clear communication about how funds are being used helps build trust and makes future fundraising easier.

• Do keep donor records organised.

The better the donor records, the easier it is to send receipts, follow up, provide updates, prepare reports, and manage future fundraising campaigns.

• Do respect donor preferences.

Some donors are happy to be recognised publicly. Others prefer to give privately. An NPO should not assume that every donor wants public attention.

• Do not tag donors publicly unless they have agreed to it.

Tagging a donor in a social media post may seem like a good way to say thank you, but it can create unintended problems. The donor may not want to be named publicly, and other potential donors may see the post and assume the organisation already has enough support.

A better approach is to thank donors personally unless specific permission has been given.

• Do not pressure donors after they give.

Follow-up is important, but it should not feel pushy. Donors should feel appreciated, not immediately chased for another donation.

• Do not make vague claims about impact.

Statements like “your donation changed lives” are useful only when they are supported by real updates. Where possible, show what changed, what was delivered, who benefited, or what progress was made.

• Do not promise Section 18A receipts if the organisation is not approved to issue them.

If donors ask about tax-deductible receipts, the organisation should answer clearly and accurately. A general donation receipt is not the same as a Section 18A receipt.

• Do not leave reporting until donors ask for it.

Donor trust is stronger when the NPO communicates first. Waiting until donors request updates can make the organisation look reactive or unprepared.

The safest fundraising approach is simple: thank donors, respect their privacy, keep proper records, report back clearly, and never make promises the organisation cannot support.

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