It’s no secret that charities face significant challenges in 2025 and beyond.
The world is still recovering from the aftermath of Covid. Ongoing conflicts continue to put political and economic strain on global economies, intensifying issues closer to home.
This has created both a cost of living and a cost of giving crisis. People have less disposable income, and inflation (fuelled by global instability) keeps pushing up the price of everything from electricity to chocolate.
The upshot? There’s less money – both in public budgets and in people’s pockets. Government departments and local councils are cutting services, and charities are left to fill the gaps with shrinking resources and limited support.
The pressure to do more with less is relentless. Sadly,as a result of this, we’re seeing more charities announce closures, simply unable to sustain the support they provide.
As I’ve been saying for a while now – charities must recognise that they’re in competition for funding. There’s only so much to go around and either there’s less of it, or the need is growing (or both).
To put this into perspective:
80% of donations go to the biggest 5% of charities.
That means everyone else is competing for the remaining 20%. That’s a tough, crowded space to operate in.
Collaboration across the sector remains essential, but so is ensuring that your organisation gets its fair share of the fundraising pie.
So how do you do that?
You apply the Fundraising Formula
The Fundraising Formula
For someone to give to your organisation, whether it’s money, time, or attention you need to earn three key things:
Awareness. Empathy. Trust.
1. Awareness
If someone doesn’t know your charity exists, they can’t support you. It really is that simple.
How to build awareness:
- Media, press and social media – Get your name out there.
- Events – Be seen in the community, online and offline.
Campaigns – Use bold, clear messages that stick in people’s minds.
2. Empathy
If people don’t care about what you do, they won’t give to you. You need to connect with them on a human level.
How to build empathy:
- Find and tell your truth – Be honest and clear about what you do and why it matters.
- Storytelling – Share real stories from the people you help.
- Showcase your impact – Demonstrate the difference their support makes.
3. Trust
Even if people know you and care about your cause, they won’t give if they don’t trust you to use their support well.
How to build trust:
- Look professional – First impressions matter. Your brand, website and materials need to reflect credibility.
- Be clear and transparent – Show where the money goes. Explain your processes.
- Follow through – Deliver on your promises and share your outcomes.
More important than ever
In today’s landscape, the fight for funding is fierce, and it’s only likely to get worse. By focusing on Awareness, Empathy, and Trust, charities can strengthen their position and grow their support base, even in difficult times.
These three pillars aren’t new, but right now, they’re more important than ever.
Whether you’re a small local group or a national organisation, ask yourself:
Are people aware of what we do?
Do they care about it?
Do they trust us?
Because when it comes to getting and keeping support, you need the answer to be yes to all 3.
