What’s Working in Fundraising: Lessons from Tusk

Navigating Economic Uncertainty

Like many charities, Tusk are cautiously optimistic despite the current economic uncertainty. However, Tusk has seen an increase in reliance on revenue from US-based donors, highlighting the need for charities to expand their reach beyond domestic supporters.

Simply put, more funding is available in the States, and exploring new donor markets is important for long-term sustainability.

The Power of Major Donors

One particularly striking statistic— 82% of Tusk’s revenue (excluding exceptional items)  comes from donations exceeding £5,000, contributed by mid-to-high-level donors. Interestingly, they see the same statistic in the US.  

This reinforces the importance of focusing on major donor engagement. While grassroots fundraising remains crucial, charities must also build strong relationships with corporate partners, high-net-worth individuals, and long-term supporters.

Even in uncertain times, donors are willing to make significant contributions when they see the real-world impact of their giving. Effective stewardship is key to maintaining these valuable relationships and resilience in fundraising.

Fundraising That Connects to the Cause

Tusk’s most successful campaign, the Wildlife Ranger Challenge, raised over £2.5 million. What made it so effective? It wasn’t just a fundraiser—it was a powerful showcase of Tusk’s mission.

By focusing on rangers—the frontline defenders of wildlife—the campaign provided a direct and compelling link between donors and the cause, demonstrating exactly where funds were going. This highlights a critical fundraising principle: the more closely a campaign aligns with a charity’s core mission, the more engaged and motivated supporters will be.

Engaging the Next Generation

Tusk is also forward-thinking in attracting new supporters. Their Generation Tusk initiative is a great example—led by young people, for young people, it helps to secure the charity’s future by engaging the next wave of donors and advocates. The Generation Tusk committee devise and stage their own events geared to their budgets.  

Key Takeaways

Tusk’s fundraising success is built on three key principles:

• Think beyond borders – Expanding into international markets can unlock new funding opportunities.
• Prioritise high-value giving – Major donor engagement and stewardship drive long-term sustainability.
• Align fundraising with your mission – The more emotionally compelling and relevant your campaign, the more it will resonate with supporters.

By focusing on strategy, engagement, and authenticity, charities can strengthen their fundraising efforts and ensure lasting impact.

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“Tusk is incredibly grateful for Farrer Digital’s support, which has been instrumental in helping us make the most of our Google Ad Grant. The team there have been very attentive at working out how to grab people’s attention most effectively from who we are and what we do. They have extended Tusk’s reach to the digital community at an important time in the charity’s growth.” – Charlie Mayhew MBE, Chief Executive, Tusk

The Farrer Charity Programme is committed to helping charities maximise their impact through paid media. If you’d like to discuss your current strategy or anything covered in this post we’d be happy to help.

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