Fundraising isn’t just about asking for money. It’s about building relationships, telling meaningful stories, and inspiring people to act, all skills that marketers know inside out.
In fact, the line between marketing and fundraising has never been blurrier. And for good reason.
At Kin Collective, we speak to both marketers and fundraisers every day. And we’re seeing a clear trend: fundraising teams are increasingly looking for people with strong marketing skills to help grow their income streams, connect with supporters, and bring fresh energy to their campaigns.
So let’s explore why marketing and fundraising go hand in hand, and why now is the perfect time to bring them closer together.
What Fundraisers and Marketers Have in Common
If you’ve ever worked in fundraising, you’ve probably written newsletters, created content, built relationships, analysed engagement data, and pitched to potential partners. That’s also a day in the life of many marketing professionals.
Some of the key overlaps between marketing and fundraising include:
Storytelling – Both roles rely on emotional connection. Whether it’s a donor or a customer, people respond to narratives that feel personal and compelling.
Audience insight – Understanding what motivates your audience and how to engage them across channels is a shared skillset.
Campaign creation – From emails and social media to events and PR, both fundraisers and marketers know how to build multichannel campaigns.
Relationship-building – Whether it’s nurturing donors or managing brand partnerships, it’s all about trust, communication, and long-term connection.
Data-led strategy – Tracking performance, using CRM systems, and responding to metrics is crucial in both worlds.
Why Marketing Skills Are In Demand in Fundraising Roles
As the charity and non-profit sector becomes more digitally savvy, there’s growing demand for fundraisers who understand brand voice, community engagement, and digital tools. Many organisations no longer separate “fundraising” from “communications”, they want people who can wear both hats.
This is especially true for smaller charities, where one person might be writing a grant application one day, managing social media the next, and delivering a supporter event the following week.
And with platforms like Instagram, LinkedIn, and email marketing becoming essential to donor journeys, those with a background in marketing are incredibly well-equipped to succeed in fundraising roles.
Making the Move: From Marketing to Fundraising
If you’re a marketer looking for more purpose in your work, a role in fundraising could be the perfect next step. Your existing skillset is more transferable than you might think.
Roles in fundraising that benefit from a marketing mindset include:
Community and Events Fundraising – Think campaign planning, event promotion, supporter engagement.
Individual Giving – Includes writing persuasive copy, testing digital ads, optimising email journeys.
Corporate Partnerships – Stakeholder engagement, pitch decks, B2B relationship management.
Trusts and Foundations – Grant applications that need clear, concise storytelling and an eye for audience.
Why This Matters
Charities are under increasing pressure to diversify their income, engage new audiences, and demonstrate their impact. The sector needs people who are strategic, creative, and audience-focused. In other words, people who think like marketers.
And for candidates, it opens up new possibilities: to do what they love and make a difference.
Interested in Roles That Combine Fundraising and Marketing?
At Kin Collective, we specialise in connecting purpose-driven organisations with talented individuals who know how to engage audiences and create real impact.
Whether you're a fundraiser ready to sharpen your marketing edge or a marketer exploring more meaningful career paths, we’d love to hear from you.
Let’s help you find a role where your skills really matter.
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