Fundraising in Freefall – Seven insights to take you from nosedive to new heights
Adapting to change. A summary of Shape History’s report
Shape History is a consultancy for the charity sector. This report gives recommendations to help organisations to respond to some of the themes highlighted in CAF’s Annual Giving Report 2025. To download the full report and its recommendations please click here Fundraising in Freefall – seven insights to take you from nosedive to new heights
Develop a donor strategy. Although the number of donors has fallen the value of donations have increased. The report suggests that more targeted campaigns at a smaller group of donors rather than mass giving appeals could prove more fruitful. Tell your supporters what tangible impact looks like one, three and five months from now and think about how what they want can influence campaigns and messaging.
More detail can be found in pages 6-7 of the report
Try new and innovative fundraising models. Many charities continue to use the same fundraising methods when donor trends have changed. Shape History recommends piloting new ways of fundraising alongside existing methods. For example if you generally fundraise through grant making organisations have you tried events to raise funds?
More detail can be found in pages 9-10 of the report
Brand and fundraising go hand in hand. Ask your donors and users what they think of your brand, does this match up to what you think? When considering fundraising think about how your brand is seen outside your existing donors to engage with more donors, supporters and volunteers
More detail can be found in pages 19-20 of the report
Your donors’ trust is a valuable asset. According to CAF’s report most people did not donate due to affordability. Additionally, a sizeable amount did not donate as they didn’t trust charities to use their money wisely. Donors today want to see where their money is going and more importantly, to see the consequences of their contribution. If they like what they see – they are more likely to make the choice to support your organisation. Donors today are also happy to see donations being spent on core costs, except the Chief Executive’s salary. This may mean they would like to see and hear more stories from the frontline.
More detail can be found in pages 12-14 of the report
Communicating more widely. As donors become more selective, organisations need to develop a fuller understanding of their community so that messaging resonates with all sections of the community beyond the group you work with. This may provide more opportunities to engage a wider range of donors, supporters and volunteers.
More detail can be found in pages 16-17 of the report
Young donors. According to CAF’s report, donation and/or sponsorship has dropped most significantly from those aged 16-24. Although this linked to the cost of living crisis, is your organisation aware of the views of a new generation of donors? Shape History recommends testing new co-created small scale marketing approaches with young people to ensure that your messaging resonates with young people and what they see as important to increase engagement.
More detail can be found in pages 22-24 of the report
Our three featured funders this week are
Ashworth Charitable Trust
Provides small grants to UK registered charities with an income of £500k or less to support humanitarian causes operating locally, nationally and internationally.
Deadline for summer applications is the end of August.
Please visit the website for more information.
Yapp Charitable Trust
Provides small grants to charities with an annual expenditure of less than £40,000 under the priority areas of
- Elderly people
- Children and young people
- People with physical impairments, learning difficulties or mental health challenges
- Social welfare
- Education and learning
Please visit the website for more information
Aviva Community Fund
Provides match funding of up to £50k to not-for-profit organisations under the following themes
- Financial Wellbeing
- Climate Action
Please visit the website for more information.
Whilst we make every effort to ensure the information is correct, we advise you to check details on funders websites yourself
Do you think Shape History’s recommendations will work for you? Please let us know what you think and if you have adapted in other ways? Please tell us what you think by completing the short survey below.
If you missed last week’s Fundraising News please click here to view