Charities continue to see increasing demand for services but also declining donations as the public struggle with the cost of living. Digital provides a cost-effective opportunity to connect with supporters and offer easy ways to give.
According to the Pan European Non-profit Pulse Report 2024 the top three channels for fundraising and engagement were all digital - social media (51%), website (47%), and email (46%). Meanwhile, the Charities Aid Foundation’s 2023 UK Giving Report shows that cash donations decreased from 53% to 35% for the period 2018 to 2022.
As charities move towards digital income streams like website or social media donations, text donations or ‘tap to donate’ it is important that good practice is followed. The Fundraising Regulator’s Handling cashless donation guidance covers everything from processing credit and debit cards donations, to text donations and QR codes.
Social media is a popular way for charities to ask for donations, having the potential to reach a significant number of people, quickly and without the need for a large budget. In our guidance on Fundraising on social media you will find advice on how to provide relevant information relating to your fundraising, information on online safety and wellbeing, as well as a section on your fundraising reputation.
And now to the hot topic of AI. The 2025 Charity Digital Skills Report found that 76% of charities are using AI, up from 61% in 2024. As more charities explore how and if they will use AI in their fundraising, the Fundraising Regulator has published new guidance on how to remain compliant with the Code of Fundraising Practice when using AI.
The guidance takes a ‘life-cycle approach’, so whether you are exploring if AI could support your fundraising, if you are preparing to implement AI tools, are already using AI in your fundraising, or if you are working with a third-party who uses AI – our guidance has something for you.
Our guidance for using AI in fundraising highlights the importance of involving trustee boards in strategic decisions relating to exploring or adopting AI. Supporting your trustees to be equipped to effectively scrutinise opportunities and risks arising from using AI will help ensure your fundraising is honest and respectful; and will help your institution to grow in knowledge and confidence.
As we all know, AI can generate content which is plausible but may be inaccurate, replicate bias or have unintended consequences. Proportionate human oversight is vital to ensure content is accurate, fair and legal.
Transparency is important in all fundraising and that remains the case when using AI – it is vital that donors are not misled either intentionally or accidentally, by your AI use. Our guidance helps you navigate what the right level of transparency is depending on the situation.
Hopefully you have found the information above useful. As many charities look at new ways of raising funds and engaging potential donors, remaining compliant with the Code of Fundraising Practice is vital. The code sets out good practice, ensuring both charities and donors are protected, and the good reputation of the fundraising sector is upheld.
Any questions about the above or any other fundraising query please feel free to drop me an email on [email protected] or come and speak to me at NICVA’s Funding Fayre on 27th February.
