Charities predict 10 per cent growth in income over next three years

08 May 2019 News

The Institute of Fundraising (IoF) and PwC have published a report which includes a prediction from charities that they will grow their income by 10 per cent growth over the next three years.

Their Fundraising for Impact report, published yesterday, says that charities are focused on improving supporter experience and on finding new supporters.

The IoF and PwC surveyed more than 100 charities, the majority of which said they expected their voluntary income to grow by at least 10 per cent over the next three years.

The report also looked at rising costs over recent years in compliance, the workforce, fundraising activity and systems and technology.

Charity respondents said investment in voluntary income remained a strong priority, with digital engagement predicted as the most likely area for growing donations.

Why do people donate?

Speaking at the launch of the report at PwC headquarters yesterday, Sam Butler, director of fundraising at Tibet Relief Fund, spoke about fundraisers needing to think more about why people donate.

He suggested a more holistic view of the supporter experience, with charities focusing on developing engagement over the 15 years of owning a supporter's data.

With growth in ethical purchases, he suggested charities need to nurture relationships with donors that could start with buying merchandise and move toward individual giving and legacies.

The question of trust

Lindsay Marsden, director of partnerships and fundraising at UK Youth spoke about the question of people’s trust in charites, which came up yesterday in CAF’s UK Giving 2019 report.

Marsden suggested that diminishing trust was directed more towards larger charities.

She also said it was likely that an individual’s world view would shape answers about trust, but that they might respond differently when asked to donate by fundraisers “on the doorstep”.

The fundraising workforce

Kath Abrahams, director of engagement and fundraising at Diabetes UK, spoke about the challenge of recruiting and retaining a strong workforce.

She said millennials want to be taken seriously and talked about how to make them and their ideas feel valued within the team. 

The value of diversity was also up for discussion within the panel chaired by head of policy and external affairs at the IoF, Daniel Fluskey.

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