Renewed hope for fundraising in 2026

A recent article from Charity Digital highlights a more optimistic outlook for fundraising in 2026. The past few years have been particularly worrying for charities, with rising costs, falling donor numbers, and increasing pressure on already stretched resources creating significant uncertainty across the sector. However, new digital opportunities, changing supporter behaviours, and a renewed focus on relationships are beginning to create a more positive picture. 

While pressures remain, new opportunities, changing behaviours, and improvements in digital tools are helping charities rethink how they raise income and engage supporters.

A changing fundraising landscape

Fundraising has shifted significantly in recent years. Digital giving is now firmly established, with around 60% of donations made online. However, this growth comes with a challenge: fewer people are donating overall, with participation dropping compared to previous years.

This means charities are not just trying to raise funds—they are working harder to re-engage supporters and build long-term relationships.

Reasons for optimism

Despite these challenges, there are several reasons to feel hopeful about fundraising in 2026:

1. Digital is now the norm

Digital fundraising is no longer new - it is expected. Many charities are investing in their websites, with 39% planning improvements in 2026 to better support online giving.

This creates opportunities to:

• Reach wider audiences
• Make donating easier
• Personalise supporter journeys

2. Better use of data

Charities are increasingly using data to understand their supporters. This allows organisations to:

• Tailor communications
• Improve donor retention
• Focus efforts where they will have the most impact

A more targeted approach can help rebuild relationships with supporters who may have drifted away.

3. Storytelling is driving engagement

Strong storytelling is becoming central to fundraising success. Communicating real impact helps supporters feel connected and increases the likelihood of repeat donations.

This is especially important when trust and transparency are key concerns for donors.

4. New ways to reach supporters

Changes in digital marketing and communications are opening new doors. For example, updates to UK marketing rules in 2026 are expected to give charities more flexibility to contact potential supporters via email and SMS, helping them reach new audiences more effectively.

The challenges that remain

While there is renewed optimism, charities still face real obstacles:

• Declining donor numbers – fewer individuals are giving, even if overall income has not dropped significantly
• Donor fatigue – too many messages or unclear impact can lead to disengagement
• Digital skills gaps – many organisations are still developing confidence in digital fundraising

In fact, research in the Charity Pulse Report 2026 shows that 35% of charities consider themselves poor at digital fundraising, and over a quarter are not doing it at all.

What this means for charities

The key message for 2026 is not just to do more fundraising, but to do it differently.

Successful organisations are likely to:

• Focus on building relationships, not just transactions
• Use data and insight to guide decisions
• Invest in simple, effective digital tools
• Be clear and consistent in communicating their impact

Fundraising is becoming more about connection, trust, and relevance than ever before.

Looking ahead

While the environment remains uncertain, there is a growing sense that charities are better equipped to adapt. With digital tools improving, new ways to engage supporters emerging, and a stronger focus on relationships, 2026 offers a genuine opportunity to rebuild and strengthen fundraising efforts. 

For organisations willing to adapt and innovate, there is real reason to feel optimistic.