At the start of 2025 – looking at the continuing cost-of-living crisis, squeeze on income and general mood of political and economic uncertainty – I remember thinking that this year might be even harder for fundraising than during Covid. The pandemic was an exceptional period, where people gave because they wanted to do something to counter a general sense of helplessness. Fundraisers successfully pivoted to virtual activities as events got postponed due to lockdown and adversity drove innovative thinking. It felt hard but there was a common resilience and a conviction that things would get back to normal eventually.
Unfortunately, the normal we got back to wasn’t quite as rosy as we would have hoped. The new normal seems just as hard, if not harder than in the times of extreme challenges during the pandemic. This has been evidenced by stalls in grant-funding, charity closures, and restructuring as income has failed to bounce back and organisations look to cut costs.
But as we move into 2026, we must look for the green shoots of positivity with some degree of optimism. There are general trends that are gaining momentum. Donor engagement is deepening as supporters increasingly seek meaningful, values-aligned giving. Digital platforms are enabling more personalised, frictionless donation experiences, widening reach and improving conversion.
Corporate partnerships are also strengthening to some extent as businesses look to prioritise social impact. Data and AI tools are helping fundraisers target effectively, measure outcomes and tell clearer impact stories. And public interest in community resilience, equity and global challenges remains high, creating fertile ground for compelling campaigns. Moreover, people are still giving, with both BBC Children in Need and last year’s Giving Tuesday showing year-on-year increases.
With smarter tools, stronger donor relationships and a growing culture of purpose-driven giving, fundraisers are wellpositioned to achieve greater impact in 2026. So, take this time over the Christmas break to regroup, rejuvenate and plan for a brighter 2026.
Stephen Cotterill is editor of Fundraising Magazine.
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