Five things charities should be doing now

Five things charities should be doing now to reignite fundraising engagement

Right now, many charities are finding it harder to raise money. All the sector insight points in the same direction. Supporters are facing rising costs, attention is divided, and for many, the usual fundraising tactics just aren’t working as well as they used to.

But some organisations are still seeing strong results, because they’re adapting. They’re thinking differently about how they connect with people.

Here are five clear actions charities can take to boost fundraising engagement today.

1. Reassert the urgency of the cause

In uncertain times, supporters need to understand not just what your charity does, but why it matters right now. The urgency and relevance of your cause must be clearly articulated in every fundraising ask. Donors are making difficult choices. Your message must cut through with clarity, emotion, and timeliness.

2. Move from broadcast to participation

Younger supporters, in particular, are looking for a different kind of relationship with charities. They want to be part of the cause, not simply donate to it. Campaigns that invite participation, storytelling, and peer-led action are outperforming traditional appeals. The shift is clear, charities must become facilitators, not just fundraisers.

3. Target audiences with greater precision

Generic campaigns no longer deliver the returns they once did. With access to rich supporter data, charities should be investing in smarter segmentation, not just Recency, Frequency, Value targeting. Identify lapsing supporters, high-potential prospects, and new audiences who may be sympathetic to the cause but are not yet engaged with the brand. Tailoring messages to the motivations of each group is critical.

4. Remove barriers to giving

Even the most compelling message can be undone by a clunky donation journey. Supporters expect fast, simple, and secure ways to give, particularly on mobile. Charities should audit and optimise every stage of the giving experience, from click-through to confirmation. Reducing friction is often the easiest way to increase income.

5. Lead with emotion, reinforce with evidence

Effective fundraising has always been about emotional connection. But trust is now earned through transparency and evidence of impact. Supporters want to feel something and then see the difference their support makes. Strong campaigns strike this balance between: stories that move people and proof that their action matters.

So in short, we believe that charities don’t need to do more. They need to do differently. The world has changed and fundraising has to change with it.