Fundraising for Impact

Fundraising for Impact 8.30Mb PDF

7 May 2019

New research published today shows that charities across the UK are investing in fundraising and focusing on improving their supporter experience in the face of economic uncertainty.

A new report from the Institute of Fundraising and PwC, ‘Fundraising for Impact’ looks at the current priorities and decisions that charities are taking around their fundraising activities. The research, based on a survey of over 100 fundraising charities of different sizes, explores fundraising income and costs, how charities are investing in fundraising, key fundraising challenges and their views about fundraising in the future.

The report shows that charities are concerned about future economic uncertainty and the disposable income of donors, and continue to experience a rising demand for services. Despite the pressure on charities, including increased costs in compliance, workforce and fundraising activity, it is clear that they are adapting and proactively taking control through innovation and new approaches to put in place strong foundations for future success.

Key findings from the research include:

  • Charities are predicting a growth in income for future years. The majority of respondents predicted growth of at least 10% in most areas of voluntary income over the next three years.
  • Improving the experience of current supporters is the number one current area of focus for charities (63%); while the most commonly reported area of focus for the future is to find new supporters (74%).
  • Charities have experienced rising costs over recent years – 86% of respondents reported a significant increase in costs of compliance, alongside increases in workforce, fundraising activity, and systems and technology.
  • Three quarters of respondents (73%) said their charity’s investment in generating voluntary income was a priority, with digital engagement being the most likely area of predicted increased donations over the next three years.

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