The Chartered Institute of Fundraising (CIOF) has vowed to change public perceptions of the profession as part of a new 10-year strategy.
Revealed today at the membership body’s annual Fundraising Convention, CIOF said the profession is frequently “misunderstood and underfunded”.
It vowed to lead a sector-wide effort to educate people including trustees and policymakers while advocating for more investment in fundraising, with a goal to “measurably increase the value and understanding of fundraisers’ contributions” within a decade.
CIOF also pledged to address fundraising recruitment challenges, boost the UK’s donating culture and drive high standards of practice within the profession.
It is finalising the documents of its new strategy, which will include a set of five and 10-year goals, with it set to begin in January 2026.
Addressing a decline in donors
CIOF pledged to address “widespread staffing shortages” and a lack of diversity among fundraisers by making it a more attractive and sustainable career.
It said it would help to create accessible career pathways, expand training and certification opportunities, and launch new mentorship programmes to nurture early-career fundraisers.
CIOF pledged to make it “easier, clearer and more inspiring” to donate while reducing barriers in order to reverse a recent decline in the proportion of people giving to charities.
To increase public confidence and improve donors’ experience with fundraisers, CIOF vowed to work alongside sector regulators to help strengthen ethical standards, guidance and training within the profession.
‘We are at a critical juncture’
CIOF chief executive Katie Docherty said: “We are at a critical juncture – we need to take action now. I have been a fundraiser for almost 25 years, and I have seen all of this firsthand throughout my career. It can’t continue.
“Fundraisers are burning out. Charities are facing recruitment challenges. And every day we do what we can to help those who need us.
“Fundraising is not just a means to an end – it’s a profession that needs to be valued, supported and seen as absolutely essential to the delivery of charitable missions – and fundraisers can be the bridge between generosity and impact, turning resources into positive change.
“This is more than just a Chartered Institute of Fundraising movement. We need fundraisers and charities to join us on this journey – we need your help to enable us to shape a stronger, more positive future for fundraising. This is just the beginning, and I am excited about what we can achieve together.”
CIOF chair Harpreet Kondel said: “I am so passionate above driving forward this need for change. In the 30 years I have been involved in fundraising we have moved forward – of course we have – but not enough.
“More needs to be done and I am truly excited about the work the CIOF has planned to achieve its purpose in the coming years. I am proud to play my part in this next chapter, and I hope my fellow fundraisers are too.”
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