How to raise funds for your ‘unpopular’ cause
Why Some Causes Struggle to Fundraise—And What to Do About It
Not all charities are created equal—at least not in the eyes of donors. Some causes naturally pull at the heartstrings and open wallets, while others struggle for attention simply because they don’t fit the traditional feel-good narrative.
Save the panda? Absolutely. Save the ex-offender? Not so much.
The reality is that charities tackling cancer, animal welfare, and the arts tend to thrive, while issues like addiction, domestic violence, and ex-offender rehabilitation fight for scraps.
This trend is backed up by research from The Centre of Philanthropy at the University of Kent, which examined donor behaviour towards so-called ‘unpopular’ causes. Here’s what they found:
Among the top 100 charities by donation size, there are:
9 cancer charities and 13 other health-related charities
10 animal charities
10 arts charities
Just one mental health charity
Notably, not a single charity supporting addiction, ex-offenders, refugees, or asylum seekers made it into the top 250.
Why Do Some Causes Struggle to Attract Funding?
At the heart of the issue is unconscious bias—the deeply ingrained attitudes and stereotypes that shape how we see the world and, in this case, how we decide where to give our money.
Unconscious biases are shaped by personal experiences, societal norms, and cultural influences, often without us even realising it. And when they’re left unchecked, they limit our ability to empathise—something that’s crucial in charitable giving.
This is a big reason why health charities pull in millions while causes supporting ex-offenders or victims of domestic abuse struggle. But while unconscious bias is a tough beast to tackle, there are ways for so-called ‘unpopular’ causes to shift the narrative and bring donors on board.
How to Raise Money for an ‘Unpopular’ Cause
You can’t single-handedly rewrite society’s biases, but you can rethink how you position your cause. Here’s how:
1. Reframe the Message
To get people to care about your cause, you have to make them care about the people it affects.
Mental health charity Mind learnt this the hard way. In 2014, it was labelled one of the UK’s most ‘unpopular’ causes, struggling to attract donors. Their response? A total messaging overhaul.
Paul Farmer, Mind’s Chief Executive, admitted, “We knew what we did mattered, but the message didn’t seem to be getting across. Mind has always focused on people—how mental health problems can affect individuals. But somehow, we’d forgotten to put that at the heart of everything we said.”
By shifting their focus to real-life stories instead of policy or diagnosis, Mind turned things around. Within two years, they increased fundraising income by nearly £1m and attracted a wave of new donors and celebrity ambassadors.
2. Embrace the Underdog Advantage
Malcolm Gladwell, in David and Goliath, talks about how underdogs can use their disadvantages to their benefit—if they approach things differently from the mainstream.
David wasn’t stronger than Goliath, but he was nimble, strategic, and fought on his own terms. If your charity sits in the ‘unpopular’ category, what David-style strengths can you leverage? Maybe it’s the unique lived experiences of your beneficiaries, the compelling personal journeys you can share, or the fact that your cause taps into an urgent but under-addressed societal need.
3. Focus on Value, Not Volume
If your organisation supports ex-offenders, domestic abuse survivors, or people with addictions, you may struggle with mass fundraising tactics like direct mail appeals or charity fun runs. But that doesn’t mean you’re out of options.
Instead of casting a wide net, focus on the right people—the ones who already care. Institutional funders, specialist grant-makers, and philanthropists often seek out niche causes that align with their interests.
The National Schizophrenia Fellowship (NSF) is a great example. They went from an annual income of £236,000 to over £2 million in five years by ditching mainstream fundraising methods. No more mass donor appeals, Christmas card sales, or costly events. Instead, they targeted a handful of high-value funders who understood and supported their mission. Within a year, they had increased their trust income by 800%.
The Takeaway
If charities like Mind and NSF can shift the dial, so can you. It’s all about working smarter—framing your cause in a way that maximises empathy, leaning into the strengths of being an underdog, and focusing on fewer, bigger funding opportunities rather than chasing mass-market appeal.
