UK Charity Fundraising Trends 2025

Fundraising Facts Charities Need to Know in 2025

It’s 2025, and the UK’s fundraising landscape is undergoing a profound transformation, driven by the cost-of-living crisis, the surge of digital platforms, and advancements in artificial intelligence.

Whilst new technologies allow charities to automate some of their operations and dedicate more time to their work, this year they face new challenges such as higher economic pressure and shifting donor priorities.

Showing accountability and transparency remains a top priority, especially as new generations become active donors. However, many organisations are adapting their fundraising patterns to include more hybrid events. It’s proving to be a dynamic year, dominated by economic uncertainty, so staying up to date with the latest fundraising trends is essential for every trustee. Let’s jump in and see which fundraising facts are shaping the scene in 2025

1. Transparency Remains the Key to Strong Fundraising

Donors want to ensure their funds make an impact; they want to see their donations put to good work and how they bring tangible results. The challenge today is to produce reports that meet their need for transparency (by including all the important details) whilst remaining easy to understand for a wide audience.

It is more important than ever for charities to invest in financial tools, reporting systems, and consultancy services that can help them meet these heightened expectations. Moreover, as the competition for funding becomes more intense, trustees must carefully protect their reputations through clear financial statements and impact reports.

What can charities do?

Adopt reporting tools – Use data visualisation tools to create easy-to-understand financial summaries and outcomes.

Focus on impact – Demonstrate the direct benefits of contributions. Use impact reports, case studies, and testimonials to showcase success.

2. Digital Transformation

Many charities started digitalising their fundraising process during the COVID-19 pandemic, with platforms such as JustGiving and Crowdfunder substantially contributing to a new donation experience that attracted donors from various age groups.

However, in 2024, 41% of UK charities rated themselves as “poor” at digital fundraising, although most trustees acknowledged the need for investing in digital tools, staff training, and online engagement.

2025 is a critical year for switching to a more digital fundraising approach and charities that lag behind risk losing relevance in a competitive landscape where donors expect seamless digital interactions.

What can trustees do?

Invest in training – Equip teams with skills to manage digital fundraising tools effectively.

Optimise platforms – Ensure donation platforms are mobile-friendly and easy to navigate.

Enhance digital presence – Leverage social media campaigns to reach wider audiences.

3. AI and Data Analytics Integration

Charities that have implemented digitalisation are taking technology a step further this year, investing in predictive analytics tools based on AI. We are looking at software that is able to segment audiences, predict donor behaviour, and personalise engagement efforts.

The benefits are uncontestable, especially when it comes to identifying high-value donors and creating target campaigns to keep them engaged.

What can trustees do?

• Adopt AI tools -Select AI-based platforms that can help you be more efficient in your fundraising campaigns, from identifying the correct audience to adapting your message to resonate with your donors.
• Invest in predictive analytics – It’s time to put guessing behind us and use powerful tools that can make the most of every campaign.

4. Hybrid Fundraising Events

The 2024 Charity Digital Skills Report showed that more than half (57%) of UK charities use digital tools as part of service delivery (e.g. video calls), combining the best of virtual and in-person elements to increase participation and revenue potential.

Hybrid models have become particularly important post-pandemic, as they allow charities to reach geographically dispersed donors whilst maintaining the personal connection of physical events.

Whilst hybrid events require investments in technology, staff training, and event coordination to deliver seamless experiences for both virtual and on-site attendees, charities that have already embraced this trend reported increased engagement and donor satisfaction.

What can trustees do?

• Invest in infrastructure – Leverage platforms that handle live streaming, ticketing, and audience interaction effectively.
• Create inclusive experiences – Design event components that engage both in-person and online audiences equally.
• Maximise reach – Use social media and email campaigns to promote events widely.

5. Targeting Younger Generations

Millennials and Gen Z are emerging as influential donor demographics, redefining how charities must approach fundraising. These generations prioritise causes such as social justice, sustainability, and community development, valuing authenticity and inclusivity.

Unlike older generations, Millennials and Gen Z expect digital-first engagement, interactive experiences, and transparent operations from the charities they support.

What can trustees do?

Participation -Promote peer-to-peer fundraising and volunteer opportunities so that younger supporters can feel part of a community.

Leverage digital platforms -Join the conversation with your donors on TikTok, Instagram and YouTube, using dynamic content such as videos and live streams.

Prioritise authenticity -Tell real-life stories and help the donor see how the charity’s mission aligns with the values that these generations care about.