Charity leaders have expressed increased optimism about fundraising this year but shared concerns about their supporters’ data, in response to a new survey.
More than three-quarters of charity leaders said they maintained or increased their fundraising income in 2024, according to the annual Charity Pulse report from fundraising platform Enthuse.
It was an increase from the just over half of leaders who said the same about 2023 in last year’s report.
Two in five leaders saw their fundraising income remained the same, while over a third of charities reported an increase and less than a fifth experienced a decline.
The new report, published today, surveyed 101 charity leaders and found that six in 10 of them felt optimistic about fundraising in 2025.
This was also an increase from 2024, when fewer than half of respondents said the same.
Three-quarters of respondents said the opportunity to use digital channels to fundraise was one of the key reasons for optimism.
Meanwhile, around three-quarters of charities felt that there was a greater awareness of their cause and its need for support, compared to less than half in 2024.
Data concerns
On digital fundraising strategy, three-quarters of charity leaders said they had concerns over data privacy and GDPR compliance.
Data security and data leaks were also a concern for around two-thirds of respondents.
Most respondents expressed concern about how platform owners collect data from supporters, and two in five had concerns about platform owners re-contacting supporters.
The survey stated: “It’s clear data is front of mind for charities. It also shows the importance of selecting a fundraising platform that allows good causes to take ownership of their data.”
Meanwhile, just under half of charity leaders said uncertainty over the economy was a concern.
Some said fundraisers were also reluctant to ask for support due to “money being tight” and donor fatigue.
Tips for raising more donations
To help fundraisers raise more, most respondents said providing information on how the money will be used was important.
Most leaders advised launching initiatives to get people to start as early as possible are important.
Leaders also said allowing people to see the amount raised on an official event webpage helps and that an integrated event sign up and fundraising page creation could be beneficial too.
Chester Mojay-Sinclare, Enthuse founder and chief executive, said: “In the face of adversity, it’s fantastic to see that many charities improved or maintained their fundraising income in 2024.
“The healthy level of optimism for 2025 bodes well for the sector.
“Charities have helped so many in need in the past 12 months and I’m glad they feel there’s a high level of trust in their work.”
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