When it comes to giving, the UK remains a “fundamentally generous, charitable county.” This is according to the Charities Aid Foundation UK Giving Report 2023—as well as our own experience.
Trust in charities is critical to drive donations, and we’re thankful and excited this trust continues to take root among individuals, businesses, and others. However, we do anticipate an evolution to the giving landscape in 2024, driven by technological advancements and changing donor behaviours and preferences. To maximise your fundraising, we encourage you to take note of the top trends, including flexible and sustainable giving, hybrid events, and a donor-centric approach to everything.
Please read on and be prepared to pivot toward proceeds!
Top Trend: Flexible Giving
In 2024, focus on flexible giving—meaning that you create opportunities to meet people where they are. We’re still experiencing a cost-of-living crisis in the UK, which unfortunately can translate into a cost-of-giving crisis.
A whopping 90% of charities are concerned about rising living costs, not to mention a supporter’s ability to donate. As Charity Digital posits: How can you ask for donations when people are struggling to make ends meet? Together, we need to create solutions that foster a widespread culture of giving, even if the amount someone can give is minimal.
- Tap into the trend: In the year ahead, lean into innovation and optimism. For example, you might consider giving your donors an easy way to continue their relationship with your charity by removing strict rules and allowing people to alter how, when, and how much they donate. The idea is to make it easy for people to give depending on their own personal circumstances. One idea is to look for digital payment platforms that allow donors to revise their recurring rates at any time. Charity Digital suggests a Flexible Giving Account or a market-based mobile app, like a Toucan Account. Another strategy to counter the cost-of-giving crisis is to offer a range of donation opportunities. For example, if you have (or would like to launch) a charitable shop, be sure to offer diverse products ranging from low-cost items like recycled plastic badges and pin badges to higher-value items like warm-weather vests and hoodies. At Rocket Charities, we pride ourselves in helping you create high-quality branded charitable merchandise that is affordable to produce, but delivers high perceived value among your supporters, old and new.
Top Trend: Sustainable and Impactful Giving
Our next fundraising trend for the year ahead is obvious but important: When supporters give to your mission, they want to know where and how the funds will be used. Be transparent in your campaigns and make a clear connection for your donors. For example, will a donation support research efforts? Will it go directly to beneficiaries? Storytelling, annual reports, and case studies are effective tools to foster trust and clarity among your supporters. Increasingly, people also care about the social and environmental impact of their donations. Will their funds support sustainable and ethical initiatives that have a positive impact on our people and our planet? This is true for your own operations, as well as the vendors and partners you rely on for your various campaigns.
- Tap into the trend: Eco-friendly products are one of the top five factors people consider when making a purchase. If you invest in branded fundraising merchandise, select a vendor that offers sustainable products and transparent supply chains. At Rocket Charities, our Climate Positive Accreditation is just one proof point of our dedication to the environment, in addition to our wide range of eco-friendly products. We also offset 110% of the emissions caused by shipping your order, and we’re dedicated to driving improvements in ethical and responsible business practices in global supply chains. (We’re proud of our impact on the planet, and we encourage you to share this information with your donors. You can access our accreditations and reports here.)
Top Trend: Hybrid Events
Hybrid gatherings are a lingering outcome of the global pandemic. Even though people are gathering in person again, the benefits of a virtual or hybrid event continue to resonate. With virtual events, you can quickly and affordably reach a global audience, and hybrid fundraising activities give your supporters a welcome choice of modality. Tap into the continued influence of virtual events and explore opportunities to plan hybrid fundraising activities in the year ahead.
- Tap into the trend: Social media is an easy and affordable way to host a virtual fundraising event. Consider a Facebook Challenge in 2024. Facebook Challenges are time-bound fundraising events that take place entirely through Facebook. During a Facebook Challenge, participants are asked to complete a specific activity over a defined period. In completing the activity, participants raise money for your charity by soliciting donations via Facebook, either publicly or anonymously.
For example, Bone Cancer Research Trust challenged its supporters to complete 2,000 burpees over the course of a month. More than 12,000 people participated in the Facebook Challenge, raising more than £950,000! For more tips and tools, check out our Charity’s Guide to Facebook Fundraising.
Top Trend: A Donor-Centric Approach
The last “future forward” trend is to keep your donor at the centre of it all. When setting strategies and creating plans, many organisations focus solely on their own operational or performance needs. Instead, a donor-centric approach places your supporter at the heart of your decisions. It recognises the importance of building a strong, meaningful, and long-lasting relationship with your donors, old and new.
In addition to meeting your organisational goals, the aim is to build a positive, personalised experience with your supporters. As a result, you’ll foster loyalty and trust and make your donor feel valued—which can lead to recurring, long-term engagement.
- Tap into the trend: In 2024, revisit your marketing strategy and create tailored communications that resonate with your supporters. Create a donor “journey” to keep your supporters feeling involved and valued, all year long. This might include personalised thank you messages, hyper-targeted appeals based on giving history and interests, or even just-for-you updates and stories that demonstrate the impact of their donation. Another way to put your donor first is to gift thoughtful branded merchandise—perhaps for a first-time donation, a large donation, or when someone commits to a recurring donation scheme. Look for items that are low-cost with a high perceived value, like charity keyrings or magnets. Highly visible products like these will also help your charity stay top of mind all year long.
We hope this post illuminates some of the top fundraising trends we expect to see in the year ahead. We’re here to help you maximise your fundraising success in 2024. Remember, the key is to be adaptable and pivot as new circumstances arise. Keep your donors top of mind and look for opportunities to meet your supporters where they are. Our expert consultants are ready to help you choose the right merchandise at the right budget. Here’s to a strong 2024 for everyone!