Today, 81% of UK charities are planning mass participation events, and 59% reckon these are their most valuable fundraising activity. This playbook is designed to help UK-based charities and non-profits grow sustainable events and digital income while staying compliant with UK regulations. Whether you’re a small local organisation or a national charity, the principles here still apply.

The charities that’ll do best in 2026 are the ones that combine a smart events strategy with seamless digital supporter journeys and some pretty robust charity management software to scale up income. We all know that many charities struggle to access the funds they need, which makes digital fundraising solutions an absolute must. A well-designed digital fundraising platform not only minimises drop-off rates during the donation process, it also makes creating an account on most charity fundraising platforms a pretty straightforward, and free for users, process. In 2024, digital wallets were used for 43% of single gifts – the big takeaway here is the need for mobile-optimised donation pages. And the organisations that are really exceeding their targets aren’t just running more events – they’re treating fundraising as a strategic priority, backed by a purpose-built charity CRM that connects every single touchpoint with supporters. They’re using AI tools and predictive analytics to pump out content, segment donor data and automate tailored comms to boost fundraising efficiency. Developing fundraising skills and having a clear plan is, of course, essential for ensuring compliance & long-term success.

Introduction to Raising Money in the UK: Principles & Context

Raising cash for charities in the UK is at its core about supporting good causes and driving positive change across communities. The charity sector’s built on a foundation of trust, transparency and accountability – with clear principles guiding every bit of charity fundraising. Whether you’re a pro fundraiser, a volunteer or a trustee, understanding the context in which fundraising takes place is pretty much essential for getting the job done.

The UK charity sector operates within a robust regulatory framework overseen by the Charity Commission & the Fundraising Regulator. These bodies set out the standards and codes that ensure fundraising is both ethical and effective. And, of course, professional fundraisers play a vital role in upholding these standards, helping charities to raise money responsibly & maintain public confidence.

The key principles of charity fundraising are all pretty straightforward: be open about how donations are used, show the impact of every pound raised & build lasting relationships with supporters. Fundraisers need to act with integrity, making sure all activities align with the charity’s mission & comply with relevant laws & guidance. By embracing these principles, charities can create fundraising campaigns that inspire donors, attract new supporters and actually achieve their goals in a pretty competitive UK landscape.

Understanding the unique context of UK fundraising – shaped by regulation, public expectations & the diversity of the charity sector – really empowers organisations to innovate, adapt and make a real difference for the causes they care about.

The rise of mass participation fundraising in the UK

Mass participation fundraising has taken off in the UK since 2020. What started as a recovery from pandemic restrictions has become a fundamental shift in how charities generate income. The data’s pretty stark: 81% of charities now plan mass participation events as part of their fundraising strategy, and 87% reckon running events are central to their programme. There’s a lot going on in the sector, with current trends in mass participation fundraising shaping how charities engage supporters & maximise their impact.

The appeal is obvious. Events like the TCS London Marathon, Great North Run, The Big Half, Race for Life, Macmillan Coffee Morning, Alzheimer’s Society Memory Walk – as well as smaller regional 10ks in Manchester, Cardiff and Glasgow – create a powerful combination of community engagement, PR impact and predictable annual revenue. When thousands of people join together to raise funds for a cause, the collective energy generates donations that individual appeals simply can’t match. These events provide inspiration through stories of community transformation and the real impact achieved, motivating both donors and fundraisers to get involved. The London Marathon alone raised over £44m in 2024, illustrating the revenue potential of mass participation events.

Mass participation has become the engine room of events income for many charities. The community aspect builds loyalty among supporters, the media coverage attracts new donors, and the annual calendar creates a rhythm that finance teams can plan around. For organisations looking to grow fundraising income, these events offer a tried & tested model that delivers results year after year.

Investment trends confirm this shift. Over half of UK charities increased investment in multi-charity events between 2023 & 2025, with around 60% planning further increases by 2027. This is not a temporary spike – it reflects a strategic consensus that mass participation delivers strong returns when executed well.

The dominance of the London Marathon & flagship events

The London Marathon and other flagship events are top of the pecking order when it comes to mass participation fundraising in the UK. Big events like the London Marathon, Great North Run and The Big Half bring in the big bucks – the London Marathon alone raised over £44m in 2024. And, of course, while these events are huge, they’re also the ones that really drive change – creating a powerful combination of community engagement, PR impact and predictable annual revenue.

The TCS London Marathon is still the UK’s most valuable multi-charity event. 57% of surveyed charities think it’s their top fundraising event, and no wonder – they’ve got a good reason to. With a single charity place usually bringing in between £2,000 and £3,000 from public donations, and some experienced fundraisers raking it in to the tune of £5,000, it’s certainly a lucrative spot to be. But the marathon’s got a whole lot more going for it than just cold hard cash – its iconic status, massive media exposure and the enthusiasm of its participants make for a truly unbeatable fundraising combination. And it shows – tens of millions of pounds are being channelled to good causes through the marathon every year. For many charities, their London Marathon programme is the single biggest contributor to their event income, making it a valuable addition to their fundraising portfolio.

And it’s not just the London Marathon that’s bringing in the cash. Other major events can also help create a balanced fundraising portfolio. The Great North Run, for instance, offers access to northern audiences, while the Royal Parks Half is a great way to get first-timers involved. And if cycling’s more your thing, the London to Brighton Bike Ride is an obvious choice. As one seasoned fundraiser put it – it’s all about building a range of events that span different distances, locations and seasons.

Last year, Team Save fundraisers raised an absolutely phenomenal £2 million

But don’t think that smaller or regional charities are left out in the cold. There are plenty of other events that can still tap into the ‘flagship effect’. The Brighton Marathon Weekend, Edinburgh Marathon Festival and Manchester Half Marathon, for example, all offer charity place allocations that are often easier to secure than the big London event. And if you’re really struggling, virtual spin-offs and local 10k races are great ways to support good causes without the hassle of competing for places at bigger events. The key is to match your ambitions with your organisational capacity and supporter base.

So, what makes a modern UK charity fundraising strategy?

A thriving UK charity fundraising strategy in 2026 is all about balancing four key pillars: individual giving, mass participation events, community and corporate partnerships, and legacies. Each one’s got its own unique characteristics, but the best charities know how to blend them together into a cohesive whole.

Setting 3-year objectives is a must
Planning a charity’s events and fundraising activities on a year-by-year basis can be a recipe for disaster. Instead, charities that achieve their targets often set multi-year goals that align with their mission and financial plan. Before you start, though, make sure your charity is registered and all your fundraising activities are properly aligned with what you’re allowed to do. A mid-sized charity might aim to grow their events income by 30% by 2028, for instance, with specific milestones along the way. When planning, consider setting a specific fundraising goal or using match funding – where a set amount is pledged or matched. These objectives should be reviewed with the board and tracked through the charity’s management dashboard.

Portfolio balance is everything
The charity sector’s seen far too many organisations rely too heavily on a single big event, only to find themselves in trouble when that event doesn’t go to plan. A healthy fundraising portfolio is a mix of big flagships, DIY fundraising projects and digital campaigns – it reduces the risk and gives new supporters multiple ways to get involved.

And data and insight are king Charities that really know what they’re doing use data and insight to drive their fundraising efforts. They segment supporters by giving history, track their lifetime value, and tailor their approach to get the best out of each individual. To do this properly though, you need a CRM that consolidates event data, donations and communications into a single view – without it, you’re fundraising in the dark.

So what’s really going on in the UK charity sector right now?

Well, the capacity crunch is real, folks. Only a quarter of charities feel they’ve got the staff and budget to grow their events income, even though mass participation events are a top priority. It’s a huge gap between what charities want to do and what they’re actually able to do.

Investment trends over the last couple of years show that charities are trying to respond, but unevenly. More than half of charities upped their spending on multi-charity events between 2023 and 2025, and 60% plan another rise over the next two financial years. But despite all this effort, larger charities with income between £5m and £25m are actually seeing participation rates drop in some event categories – it’s clear that scale alone doesn’t guarantee success.

And the most interesting thing? 71% of charities that exceeded their events targets had leaders treating events as a strategic, board-level priority. It’s not about having more money – it’s about making sure events are treated as a core part of what the charity does, rather than being treated as a separate add-on.Practical Steps for Boards & Senior Teams to Take Charge of Events Income

Setting clear goals for events income is a no-brainer, but then so is hiring (or training up) events specialists who get the job done. Boards also need to make sure fundraising performance is front & centre in the organisational dashboard – regularly reviewed at trustee meetings, of course. Joining up with relevant fundraising bodies or associations can be a real boon too – access to resources, training and support for compliance & best practice – they can be a lifesaver.

Charities looking to launch new campaigns or get more out of their supporters need to assess their capacity & resources first – no point launching something that’s never going to fly. A mid-size charity might cut back on under-performing channels over a few years and pour the cash into flagship events instead, using charity management software to get real-time performance data.

Compliance & Governance Essentials for UK Charity Fundraising

Trustees have some heavy responsibilities when it comes to fundraising that can’t be passed on to others. The Charity Commission & Fundraising Regulator keep an eye on things to make sure fundraising is up to scratch, and trustees need to get to grips with what’s expected – even if day to day management is handled by others.

The Code of Fundraising Practice is the bible for fundraisers in the UK – it sets out the standards which charities have to follow ,and also makes clear the licensing & commercial rules which apply when working with big business. Trustees need to make sure all materials are fine (ie comply with the law) and that necessary permissions are in place. & of course you’ve got to keep an eye on fundraising agreements to ensure your charity isn’t being taken for a ride.

Where charities are raking it in over a million quid a year, the annual report has got to include a statement saying how they go about fundraising and how they look after vulnerable people. The new Code of Fundraising Practice, which kicks in in 2025, puts transparency, legality and respectfulness at the top of the agenda for all fundraising activities.

Boards need to get their house in order by drafting a fundraising policy which is approved by the board, agreeing on an ethical framework for fundraising which fits with their charity’s values and scheduling regular risk reviews for fundraising activities. And remember these documents should be living, breathing things that change as the law evolves.

When dealing with third-party fundraisers or commercial partners, due diligence is the name of the game. These outfits often provide fundraising services in exchange for a cut of the action (or a fee) , so you need clear agreements in place before you start doing business, outlining who’s responsible for what & what happens if things go pear-shaped.

Supporting Small Charities in a Changing Fundraising Landscape

Small charities are the backbone of the UK charity scene, working closest to the communities they serve and delivering vital support where it’s most needed. But, boy, it’s tough to raise funds in today’s fast-moving environment. Limited budgets, fewer paid staff and less access to professional fundraisers make it harder for small charities to compete with other fundraising groups.

But small charities are a resilient bunch and are always finding new and creative ways to raise funds. The secret is to focus on what makes your organisation different – deep local connections, passionate volunteers and a quick response to community needs. By playing to these strengths, small charities can raise money even in a crowded fundraising landscape.

Adapting to digital fundraising is essential – free or low-cost online platforms allow small charities to launch campaigns, share their stories and reach supporters beyond their immediate network. Social media and local partnerships can amplify your message without breaking the bank. Collaborating with other charities or joining regional fundraising events can also help share the load.

Transparency & trust are key for small charities looking to raise funds – clearly explain where donations will be spent and what difference they will make. Even small fundraising targets can inspire supporters when linked to a specific project or tangible benefit. And don’t underestimate the power of your existing supporters – encourage them to become ambassadors, organise their own events or take on fundraising challenges on your behalf. Providing simple resources, guidance & regular updates will help keep them on side.

While the challenges are real, small charities that adapt to new fundraising practices and focus on their unique strengths can continue to raise money and support their communities.

Maximising Event Income through Digital Journeys & Data

Digital journeys are now at the heart of successful UK fundraising events. The days of just hoping volunteers would fundraise are over. In 2026, the charities which are going to maximise event income are those with carefully designed email, SMS and social media sequences that take supporters from registration to post-event stewardship.A model supporter journey for a London Marathon or Great North Run fundraiser might look like this: when an individual registers, they go through a streamlined website process that captures their details and creates a fundraising page for them overnight. Within hours, they get a welcome email chock-full of useful training content and nudges to reach out to their mates and family to kickstart their fundraising. Over the following months, they receive tailored messages right on cue – when they hit a training milestone, when they need a gentle nudge on the fundraising front, and reminders to make sure they don’t miss out on claiming Gift Aid on those donations. Once the event’s done and dusted, they get thank you messages and invites to join future shindigs to keep them on board.

This sort of journey would typically need some behind-the-scenes integration between registration systems, fundraising pages and back office databases to make it all tick smoothly. Charity management software can make this happen by linking up data from different platforms and cutting out manual data entry. Without this integration, supporter data can get stuck in silos, and the overall experience just feels a bit fragmented.

Regular monthly donations via direct debit can be a real game-changer for charity budgets, providing a predictable and sustainable income stream. Charities should definitely make a point to promote this option within their digital supporter journeys to encourage people to give long-term.

The impact that better data can have is actually pretty measurable. A charity tracking page looking at activation rates, average gift size and Gift Aid capture can give you a clear picture of where supporters are dropping off and what needs improving. One UK charity actually managed to increase their average donations by 15% just by adding a cheeky email reminder at the two-week post-registration mark, when fundraisers historically struggled to make their first ask.

Designing winning mass participation events for 2026

When it comes to choosing the right event format, it’s all about making the first strategic decision. Running events – and half-marathons in particular – are still the most popular choice, with full marathons bringing in the biggest totals. But cycling, trekking and virtual challenges all have their place too, and charities should match the format to their supporter base, rather than just chasing the latest trend.

In a crowded calendar, differentiation is key. Seasonal events like winter light runs or summer family fun days can stand out from the standard spring marathon schedule. And events that tie in with a charity’s mission can create some great natural storytelling opportunities – a homelessness charity running a sleepout, a health charity doing stair climbs, or a children’s charity hosting family-friendly activities. These connections between the event and the cause can help make the appeal feel a lot more personal and trustworthy.

Data from past events should be driving your planning, not just your intuition. Conversion rates from registration to participation, no-show rates, and average raised per head are the key metrics to focus on. If you’ve got a 10k event with a 20% no-show rate, for instance, the priority should be on getting better pre-event engagement, rather than just recruiting more participants.

Some UK dates and seasons to keep an eye out for in 2026/27 include spring marathons (April-May), September awareness months that match your cause, Giving Tuesday in November, Small Charity Week in June, and Christmas appeals. Charities that plan their campaign calendar 9-12 months in advance are consistently outperforming those that just react to opportunities as they come up.

Working with corporate partners and match funding

Corporate partnerships are still a major player in UK charity fundraising, and companies can bring sponsorship for events, encourage employee fundraising, run payroll giving schemes and offer match funding that can double the impact of individual gifts.

Sponsoring flagship events creates a win-win situation. For instance, London Marathon corporate teams allow businesses to get their staff on board while supporting a charity’s fundraising targets. Office step challenges and seasonal campaigns like Christmas jumper days can build staff engagement throughout the year. The key is to make sure partners get clear benefits: visibility, staff engagement opportunities, and evidence of impact.

Match funding can really turbocharge digital appeals. When a company commits to match every donation during a Christmas campaign, for example, average gifts typically increase by 20-30% and participation rises. National match funding initiatives, often promoted through platforms and corporate foundation partners, can provide access to resources that small charities might struggle to get hold of.

Recent data shows that 74% of charity partners report getting more donations through match funding than any comparable fundraising. 87% of charities are happy with the return on investment from participating in a Big Give campaign, and 88% say Big Give campaigns have been instrumental in developing relationships with new supporters. Successful charities in Big Give campaigns get a sum of match funding which is ring-fenced for their organisation. The Big Give’s match funding campaigns help charities boost public reach and team morale. The Big Give gives support to UK-registered charities of all sizes, from household names to grassroots organisations.

Step-by-step guidance for charities starts with identifying corporate prospects among your existing supporter base – often board members, major donors or engaged volunteers work for companies with giving programmes. Create event-linked partnership packages with clear tiers and benefits. Use data from a CRM for UK non-profits to show your impact and demonstrate return on investment. Report back promptly and thoroughly to build trust that leads to multi-year partnerships.

Using technology and CRM to scale UK fundraising

A model supporter journey for a London Marathon or Great North Run fundraiser might look like this: when an individual registers, they go through a website process that captures their details and creates a fundraising page overnight. Within hours, they get a welcome email with some useful training content and nudges to reach out to their mates and family to kickstart their fundraising. Over the following months, they receive tailored emails right on cue – when they hit a training milestone, when they need a nudge on the fundraising front, and reminders to make sure they don’t miss out on claiming Gift Aid on those donations. Once the event’s done and dusted, they get thank you emails and invites to join future events to keep them on board.

This kind of journey needs some behind-the-scenes integration between registration systems, fundraising pages and back office databases to make it all tick smoothly. UK Charity management software can make this happen by linking up data from different platforms and cutting out manual data entry. Without this integration, supporter data can get stuck in silos, and the overall experience just feels a bit disjointed.

Regular monthly donations via direct debit can be a real game-changer for charity budgets, providing a predictable and sustainable income stream. Charities should be making a point to promote this option within their digital supporter journeys to encourage people to give long-term.

The impact that better data can have is actually pretty measurable. A charity tracking page looking at activation rates, average gift size and Gift Aid capture can give you a clear picture of where supporters are dropping off and what needs improving. One UK charity actually managed to increase their average donations by 15% just by adding a cheeky email reminder at the two-week post-registration mark, when fundraisers historically struggled to make their first ask.

Designing winning mass participation events for 2026

When it comes to choosing the right event format, it’s all about the first strategic decision. Running events – and half-marathons in particular – are still the most popular choice, with full marathons bringing in the biggest totals. But cycling, trekking and virtual challenges all have their place too, and charities should match the format to their supporter base, rather than just chasing trends.

In a crowded calendar, differentiation is the key. Seasonal events like winter light runs or summer family fun days stand out from the standard spring marathon schedule. And events that tie in with a charity’s mission create some great natural storytelling opportunities – a homelessness charity running a sleepout, a health charity doing stair climbs, or a children’s charity hosting family-friendly activities. These connections between the event and the cause can help make the appeal feel a lot more personal and trustworthy.

Data from past events should be driving your planning, not just your gut feeling. Conversion rates from registration to participation, no-show rates, and average raised per head are the key metrics to focus on. If you’ve got a 10k event with a 20% no-show rate, for instance, the priority should be on getting better pre-event engagement, rather than just recruiting more participants.

Some UK dates and seasons to keep an eye out for in 2026/27 include spring marathons (April-May), September awareness months that match your cause, Giving Tuesday in November, Small Charity Week in June, and Christmas appeals. Charities that plan their campaign calendar 9-12 months in advance are consistently outperforming those that react to opportunities as they come up.

Working with corporate partners and match funding

Corporate partnerships are still a major player in UK charity fundraising, and companies can bring sponsorship for events, encourage employee fundraising, run payroll giving schemes and offer match funding that can double the impact of individual gifts.

Sponsoring flagship events creates a win-win situation. For example, London Marathon corporate teams allow businesses to get their staff on board while supporting a charity’s fundraising targets. Office step challenges and seasonal campaigns like Christmas jumper days can build staff engagement throughout the year. The key is to make sure partners get clear benefits: visibility, staff engagement opportunities, and evidence of impact.

Match funding can really turbocharge digital appeals. When a company commits to match every donation during a Christmas campaign, for example, average gifts typically increase by 20-30% and participation rises. National match funding initiatives, often promoted through platforms and corporate foundation partners, can provide access to resources that small charities might struggle to get hold of.

Recent data shows that 74% of charity partners report getting more donations through match funding than any comparable fundraising. 87% of charities are happy with the return on investment from participating in a Big Give campaign, and 88% say Big Give campaigns have been instrumental in developing relationships with new supporters. Successful charities in Big Give campaigns get a sum of match funding which is ring-fenced for their organisation. The Big Give’s match funding campaigns help charities boost public reach and team morale. The Big Give gives support to UK-registered charities of all sizes, from household names to grassroots organisations.

Step-by-step guidance for charities starts with identifying corporate prospects among your existing supporter base – often board members, major donors or engaged volunteers work for companies with giving programmes. Create event-linked partnership packages with clear tiers and benefits. Use data from a charity CRM to show your impact and demonstrate return on investment. Report back promptly and thoroughly to build trust that leads to multi-year partnerships.

Using technology and CRM to scale UK fundraising

A Charity’s Best Friend – The Right Software refers to that handy, integrated platform designed just for non-profits, covering everything from the people who help out to event planning and sorting out the finances. A Purpose buit CRM for Charity takes it to the next level by giving a single, clear view of all the relationships your organisation has with each supporter, across all the different channels and activities they use to interact with you.

Commercial CRMs which are pretty generic can sometimes be made to work for charities, but they usually need a fair bit of tweaking to get them to work with the specific needs of UK fundraising – Gift Aid claims, keeping to the Fundraising Regulator’s rules and integrating with services like JustGiving or CAF Donate. A CRM purpose built for UK non profits is designed with all this in mind from the word go.

If you’re shopping around for a charity CRM by 2026, look for these capabilities: a single place to see all your supporter records, easy event registration and management, automated email and SMS journeys, and a system for tracking and submitting Gift Aid claims. Being able to see how your charity is performing is also key, so look for dashboards that give you an at-a-glance view and reporting tools that keep you on the right side of the regulators. And integration is everything – your website should be feeding data into your CRM just like your donation tools and email system.

The difference this makes is pretty massive. A medium-sized UK charity that got all their spreadsheets and old systems into one CRM found out they’d cut their admin time by 40%, improved their Gift Aid capture rates by 12% and found some high-value supporters who had been invisible when their data was all over the place. When fundraisers and senior managers are looking at their charity’s tech, it’s not a question of whether to invest, but how quickly you can get started.

What sets the best UK fundraising teams apart

Charities that smash their targets all the time have a few things in common. Leadership commitment is key – 71% of the UK charities which did really well had events clearly seen as a priority at the top of the organisation, rather than just being something that happens on the side.

Beyond that, high-performers have teams who are all about using data to inform their decisions. Fundraisers can talk the talk about their numbers – cost per acquisition, average gift, retention rate, lifetime value – and use that knowledge to change their campaigns on the fly. Having clear supporter journeys mapped out, from the very first contact to ongoing engagement, means that no one gets lost in the system.

But perhaps the thing that really sets them apart is a culture of experimentation – they try new things, test the results and scale what works. That needs a platform which can give them accurate data, which brings us back to the importance of the right charity management software.

Behaviours that distinguish the high-performers include regular performance reviews (not just annually – monthly would be better), putting time and money into training for fundraising staff, getting all your teams together to come up with a single fundraising plan and using robust KPIs to measure each event. One UK health charity managed to boost its London Marathon results over two years by working out where people were dropping off in their supporter journey, introducing a buddy system for new fundraisers and sending out video thank-you messages from the beneficiaries. Their average raised per runner increased by 22% without recruiting any more participants.

Staying on Top of Your Game – and a Community to Boot

Learning and development is the key to good charity fundraising – in a rapidly changing sector, fundraisers need to be up to speed on the latest techniques, fresh ideas and the confidence to tackle new challenges. Joining a professional body like the Chartered Institute of Fundraising is a great place to start.

Membership isn’t just for individuals – organisations get a load of benefits too. You’ll get access to exclusive resources, expert training and a network of peers to support you. Members get regular updates on best practice, sector trends and any regulatory changes, so you can stay ahead of the game. And training sessions, webinars and conferences will give you the practical skills and inspiration you need to deliver successful campaigns.

Membership also helps create a sense of community and shared purpose. Fundraisers can share ideas and experiences, celebrate successes and support each other through tough times. That network of support is invaluable for building confidence, overcoming obstacles and driving innovation in the charity sector.

By investing in professional development and membership, you’re not just improving individual performance – you’re also strengthening the whole charity sector. When fundraisers are skilled and confident, charities are better equipped to support the causes they care about.

The Free Resource Library

If you’re looking to get the most out of your fundraising without blowing the budget, free resources are worth their weight in gold. The UK charity sector has loads of completely free tools, guides and support to help charities raise money, engage with donors and run effective campaigns.

Regulatory bodies like the Fundraising Regulator and the Charity Commission are great places to start. They’ve got heaps of guidance on charity fundraising, including best practice, compliance requirements and info on claiming Gift Aid. These resources help fundraisers navigate the complex world of charity fundraising and make sure their activities are top-notch.

Online platforms and social media channels are also treasure troves of free resources. From downloadable templates and campaign toolkits to webinars and peer-led discussion groups, fundraisers can get practical advice and inspiration without spending a penny. And by engaging with these online communities, fundraisers can share experiences, ask questions and learn from others who have been through the same thing.By getting the most out of these free resources, charities can really make a stronger connection with their donors and donors’ families, work out better ways to raise cash, and actually hit their goals without wasting any time or energy. Whether you are a tiny charity or a big institution, using free guidance and support is a pretty smart move if you want to bring in more cash, get more benefit for your supporters and the people you’re trying to help.

What to do next to make sure your fundraising plan really takes off

The charities that are going to thrive over the next few years are the ones that actually take action on the insights in this plan. Better results come from combining a good plan, leaders who are behind it, using charity management software properly, and really making sure your supporters feel like they are getting a great experience at every step of the way.

Your first step should be taking a good look at the events you’re currently running. Work out which ones are really pulling their weight and which ones are just relying on past successes. Have a look at your systems to see where data is getting stuck in silos and how quickly you could move to a single, integrated system. Choose your investment levels for the next three years that match your ambitions and get your governance documents up to date so you’re following the latest guidance from the Charity Commission and Fundraising Regulator.

Focus in on one or two events that are really your best bets and run supporting campaigns around them. A big national charity might anchor on the London Marathon plus a virtual challenge; a local organisation might focus on a local half marathon and a series of community events. The specifics don’t really matter, as long as you’re being disciplined about where you’re focusing.

After planning your calendar and your biggest events, think about taking part in the Christmas Challenge – that’s the biggest collaborative fundraising campaign in the UK, supporting loads of different charities. In 2025, the Christmas Challenge brought in over £57.4m for 1591 charities. The challenge goes from the 1st to the 8th of December in 2026, and charities can apply from 11th May in the same year.

Early Bird tickets to the 2026 Fundraising Convention are now up for grabs until Monday the 16th of March, although CIOF Members can get a 10% discount if they buy 5 or more tickets.

Timing is everything here. Big events in 2026 are going to need you to start recruiting 9-12 months in advance. Digital campaigns should be planned around key moments in the UK giving calendar: Giving Tuesday, Small Charity Week, and your year-end appeals. Start building your calendar now and work backwards to figure out the key milestones that will make or break your success.

The mass participation thing is definitely happening, but the charities that are going to come out on top are the ones that go in with a real plan. Treat events like a core part of your mission. Invest in the tech that lets you scale. Build real relationships with supporters who actually want to make a difference. The opportunity is there for any organisation that’s ready to grab it.

The post The UK Charity Events Fundraising Playbook 2026 appeared first on CRMCHARITY.CO.UK.

Let’s talk boardrooms, and no, not the shiny corporate kind. I’m diving into the charity board model, that venerable institution that’s as traditional as tea and biscuits. But here’s the kicker: are these age-old structures still cutting the mustard in our fast-evolving world?

From my trench in the charity sector, I reckon it’s  time we gave this model a serious rethink.

First off, the classic charity board model—stuffed with annual meetings, stuffy rooms, and paperwork—feels increasingly out of step. It’s like using a rotary phone in the age of smartphones. Sure, it works, but aren’t we missing a trick here?

The Times They Are A-Changin’

The world’s moved on. We’re dealing with a society that’s more dynamic, more diverse, and heck, a lot more digital. The old guard, with its once-a-year check-ins and glacial pace, struggles to keep up. We’re in an age of instant updates and rapid responses. Our governance needs to match that, being more agile, more in tune with the pulse. Why wait a year to discuss what’s urgent today?

Engagement, Not Just Oversight

And let’s talk engagement. The traditional model often reduces board members to overseers. They swoop in, papers in hand, for their cameo at the quarterly board meeting, then vanish into the night. We need board members who are engaged, who feel the pulse of the organization daily, who interact with staff and beneficiaries, and who are truly invested in the mission. Technology? It’s here, and it’s a game-changer for governance. Virtual meetings, real-time data sharing, collaborative tools—these should be the nuts and bolts of modern charity governance. They can bring down barriers, open up the boardroom, and make the whole governance process more transparent and inclusive.

Clinging to the old ways because ‘that’s how it’s always been done’ just doesn’t cut it anymore.

Time for a Revamp

So, what’s the alternative? Imagine a board that’s agile, meets virtually, uses data intelligently, and reflects the vibrant diversity of today’s society. Think less boardroom, more think tank. Less gatekeeping, more pathfinding. We need governance that’s not just about stewardship but about leadership and innovation.

It’s clear the traditional charity board model needs a shake-up. It’s not just about keeping up with the times but about setting the pace. As leaders in the charity sector, we’ve got a duty to challenge the status quo, to ensure our governance structures are as dynamic and forward-thinking as the missions we champion. So, let’s roll up our sleeves and bring some of that innovative spirit to our boardrooms.

Diversity and Inclusion: Transforming Charity Boards

Let’s get stuck into a topic that’s not just a box-ticking exercise but a game changer for how we run our charities: Diversity and Inclusion. If your charity board looks like a rerun of last century’s old boys’ club, then mate, we’ve got some work to do. It’s the two thousand and twenties, and time we spiced things up a bit in those board meetings. Here’s why diversity and inclusion need to be at the heart of your board strategy, and not just because it’s ‘nice to have’—because it’s must-have, full stop.

Why Diversity Isn’t Just a Buzzword

I’ve sat on enough charity boards to know that when everyone thinks the same way, looks the same way, and—dare I say—even golfs the same way, you’re not exactly setting the world on fire with innovative ideas. Diversity brings different perspectives, life experiences, and skill sets to the table. It challenges the echo chamber effect where everyone nods along, and it injects fresh ideas and vibrant debate into the decisions that shape the direction of our charities.

From Token Gestures to True Representation

It’s not just about throwing in a mix of people to create a colourful board photo.

Real diversity means having board members who truly represent the communities we serve.

It’s about inclusion at every level, not just adding a sprinkle of diversity for show. This means actively seeking out people from underrepresented groups, ensuring they have equal opportunities to be heard, and valuing the unique insights they bring. And remember, inclusion means making sure that once diverse members join, the environment is one in which they can thrive and feel valued, not just survive.

Breaking Down Barriers

Let’s be honest, the traditional routes to board membership often involve a certain pedigree, certain connections, or simply being in the right place at the right time. This outdated model doesn’t just hold back potentially brilliant board members; it also holds back our charities from reaching their full potential.

To break down these barriers, we need to rethink how we recruit and select board members.

This might mean changing our networks, our criteria, and our outreach strategies to ensure we’re accessible to a broader, more diverse talent pool.

The Impact on Decision-Making

Having a diverse board isn’t just good for optics; it’s good for business. Diverse teams have been shown to make better decisions because they consider a wider range of perspectives and are more likely to identify and mitigate risks that might not even be on the radar for a more homogenous group. For charities, where the stakes include the well-being of communities and the trust of donors, this enhanced decision-making capacity isn’t just beneficial; it’s crucial.

Driving Innovation

Inclusion breeds innovation. When people from different backgrounds, with different experiences of overcoming unique challenges, come together, the potential for innovative solutions multiplies. These are the kinds of solutions that can see a charity launch successful new programs, tap into new funding streams, and engage with their communities in more meaningful ways.

Sustaining the Change

Embedding diversity and inclusion into your charity’s governance structures takes more than making a few hires; it requires a cultural shift. It means training and development, mentorship opportunities, and perhaps most importantly, a commitment from current leadership to champion this change. Leaders must not only adapt but actively drive the push for a more inclusive board.

If we’re serious about making a tangible impact through our charities, we can’t afford to ignore the power of diversity and inclusion. It’s time to shake up the old norms and bring our boards into the present, where they reflect the rich diversity of the communities we aim to serve. Let’s not settle for the easy path of maintaining the status quo; let’s challenge it, transform it, and in doing so, transform our capacity to make a difference. The future of effective charity governance depends on it, and so does the effectiveness of our missions.

The Impact of Technology on Charity Governance

Alright, let’s dive headfirst into a topic that’s turning the charity world on its head: the seismic impact of technology on governance. Gone are the days when ledgers were lugged around in dusty briefcases and board decisions took weeks to finalize. We’re in the digital age, folks, and for those of us steering the ship at charities, it’s about time we embraced the tech revolution—not just because it’s flashy and modern, but because it fundamentally transforms how we operate for the better.

Speed and Agility: Welcome to the Fast Lane

First up, technology’s biggest brag: speed. With the right digital tools, decisions that used to drag on can now be made at the click of a button. Imagine real-time data dashboards showing your charity’s financial health, donor engagement metrics, and project progress. This isn’t just about keeping up; it’s about setting the pace. Technologies like cloud computing allow board members to access vital information anytime, anywhere, ensuring decisions are informed and timely. No more waiting for the next quarterly meeting to find out you missed a major funding opportunity.

Here’s a hot take—technology doesn’t just support transparency; it demands it.

With systems that track every transaction, log every interaction, and archive every decision, hiding behind vague summaries is a thing of the past. This is a game-changer for accountability. Donors and stakeholders can see exactly where their money goes, and that builds trust—a currency as valuable as cash in our line of work.

Virtual Governance: Breaking Down Barriers

Remember when you had to travel miles for a single meeting? Those days are fading fast. Virtual boardrooms are now a reality, thanks to video conferencing tech. This isn’t just convenient; it’s revolutionary. It opens up the playing field for diverse board members who might not have been able to participate due to geographical or physical constraints. Now, expertise from around the globe is just a screen tap away. Plus, it’s environmentally friendlier—fewer flights, less travel, lower carbon footprint. Win-win.

Data Security: Double-Edged Sword

Now, it’s not all smooth sailing. With great power comes great responsibility, and handling vast amounts of digital data comes with significant risks. Cybersecurity is the Achilles’ heel of digital adoption in charity governance. We’re talking about sensitive information—donor details, financial records, personal data—all of which are gold mines for cybercriminals. It’s imperative that charities not only adopt technology but also invest in robust cybersecurity measures. This means firewalls, encrypted communications, secure backups—the whole nine yards. The goal is to defend against data breaches that could erode trust and cause irreversible damage to your charity’s reputation.

Automated Compliance: Keeping Up without the Headache

One area where technology can really shine is in compliance. Staying on top of regulatory changes, especially in something as dynamic as charity law, can be a full-time job. Thankfully, modern charity management software and governance platforms can automate much of this. They can alert you to new compliance requirements and help ensure that every box is ticked, every form is submitted on time, and every regulation is met with precision. This not only saves time but also protects your charity from costly legal pitfalls.

Engaging Younger Donors and Volunteers

Let’s not overlook the demographic shift. Younger generations—millennials and Gen Z—are not only tech-savvy; they expect tech integration in all facets of their lives, including how they engage with charities. By incorporating technology into our governance and operations, we make our charities more appealing to younger donors and volunteers who are critical for our future sustainability. Digital tools, mobile apps, and social media platforms are not just ‘nice to have’; they are essential for connecting with the next wave of supporters.

To sum it up, the impact of technology on charity governance is profound and far-reaching. It enhances efficiency, transparency, and participation, and it demands a higher standard of security and compliance. As charity leaders, it’s our job to harness this potential responsibly and creatively. Let’s move forward with a mindset that sees technology not as a threat or a challenge, but as an incredible opportunity to advance our missions and magnify our impacts in ways that were unimaginable just a decade ago. It’s time to fully step into the digital age and let technology turbocharge our efforts to do good in the world.

The CRM Game-Changer: Powering Up Modern Charity Governance

Now, let’s zone in on a particular tech hero that’s reshaping the landscape of charity governance: the humble yet mighty CRM system. Far from being just a fancy database, a good CRM is the Swiss Army knife for modern charities.

We should recognise it for the governance powerhouse it truly is.

Centralised Control Hub: Imagine having a central hub where every piece of information about your charity lives. That’s your CRM purpose built for charities. From donor details and donation histories to volunteer databases and campaign results—everything is at your fingertips. This centralisation is crucial because it means you’re always operating from a position of knowledge. No more guessing games or decisions made in the dark. Every move is informed, strategic, and, importantly, data-driven.

Streamlining Communication: But it’s not just about storing info—it’s about what you do with it. A top-notch CRM system optimises how you communicate, not just with your team but with your entire community. Automated newsletters, personalized donor outreach, real-time updates on projects—these aren’t just nice touches; they’re essential strategies that keep everyone in the loop and engaged. And when people feel connected and valued, they stick around, they contribute more, and they champion your cause.

Real-Time Decision Making: In the fast-paced world we operate in, being able to make quick decisions is gold dust. With a good CRM (this post helps in choosing one), you can pull up reports in an instant—see which campaigns are flying and which are flopping, track donation trends, and analyze volunteer engagement. This ability to make real-time decisions based on real-time data is what sets apart dynamic, responsive governance from the old-school, wait-until-next-quarter’s-meeting approach.

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How transparent is your organisation in its interactions with others and overall efforts?

All charities, no matter how large or little, require effective governance in order to operate with honesty and integrity.

While good governance has many elements, we know that transparency is a cornerstone of the Charity Governance Code.

We also value the leadership role and obligations that your board of directors assumes. You are accountable for ensuring that your organization operates in an open and honest manner at all times.

But how can you be certain that your acts are all open and honest?

What are the outcomes of enhancing your company’s transparency?

Administration that is open and honest

Does everyone hold themselves personally accountable?
Is there a two-way information flow in which mistakes are made and remedied and victories are celebrated?
Is the organization open and honest about its objectives and methods?
Can the community rely on the organization to provide the promised services?

Advantages of charitable open governance

Increases humanitarian efforts

Donations and support will increase when people believe your organisation has nothing to hide and that its board of directors is spending money wisely. An increase in beneficiaries is a huge boon for small groups, both in terms of marketing and fundraising.

Creates trust

Charity is built on the foundation of trust. Volunteers contribute a little piece of themselves to the causes they care about in addition to their time, skills, and money. They believe they have a right to know how their donations are spent and whether the recipients are appropriately portrayed.

Increases productivity

Try speaking more candidly and keeping your discussions more open if you want to be more effective. All communications are guided by the charity’s beliefs, ethics, and culture, and its goals and objectives are clearly apparent. There is also a well-defined and well-established chain of command.

Increases self-esteem

The organization’s reputation will increase as faith in it rises. Making your work recognized and communicating it boosts its validity, as does requesting money and participating in other activities. As a result, more people are eager to help, allowing the organisation to go further and expand its network of friends and allies.

How can a charitable organisation be more transparent?

Something did not happen if there was no record of it, according to the Charity Commission. This entails recording and filing all relevant meeting information. This promotes accountability by emphasizing distinct pathways for reporting and escalation.

Maintain a consistent approach of communicating about your ideals, work, activities, and successes. Your message must be brief, easy to understand, productive, and timely. Attempt to publish high-quality, audience-specific content. It is critical that you hold yourself accountable to those you serve. As part of this process, annual reports and complete audited financial statements may be required. By only telling half of the tale, you never give the impression that you are attempting to conceal something.

It is critical to evaluate your risk management methods on a regular basis. How effective exactly are they? Do the board of directors and the executive team have established communication channels? Assure that any problems or complaints are dealt with in a timely, reasonable, and fruitful manner.

Have you put aside enough money? Check that the correct individuals are doing the proper jobs and that there are clear lines of power and responsibility. Create and widely publicise applicable policies. Maintain an environment in which all employees feel respected and secure. Making it a practice to speak up when necessary. Outsourcing specific parts like finance, HR, fundraising, and so on can help enhance culture, activities, and the formulation of appropriate policies in smaller firms where the leadership may wear multiple hats.

Those in charge of the charity should be able to spot potential problems early (those responsible for day-to-day operations). Assist in keeping others safe and collaborate closely with the board. delivering regular updates to the board of directors on serious accidents and assuring them that the charity’s operations are of a certain quality and safety.

Involve everyone who has a vested interest in the outcome in the decision-making process. This will provide you with the most data to make decisions regarding the charity’s future direction, goals, objectives, activities, and more. If questions arise, ensure that everyone engaged is prepared to respond. When trustees have complete control over the charity’s operations and structure, they may make better decisions that consider the organisation’s complexity, scale, the nature of the services given, and any associated risks.

Consult with an outside specialist who is well-versed in charity governance and can provide you with the best guidance. the complexity of the situation, the difficulty of delivering strong leadership, and the possible advantages of doing so.

Freedom from concealment; transparency; and accountability

These are the three main advantages of transparency in charity governance. They are critical to the overall growth and prosperity of the nonprofit sector.

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