Philanthropy 2035

How is philanthropy changing?
If you and your charity are going to succeed, what do you need to do?
And how quickly will 8-10 years will fly past?!

The Institute of Fundraising has done a vital piece of work, led by Charlotte Sherman looking at these questions – well at least the first two!

The full report is available in the resources section of the IOF website. But some of the themes – such as regulators and government’s role – might feel quite far away from your fundraising day to day.

So read on for three key takeaways, that I discussed with a brilliant panel at the 2026 IOF Convention in London – in the photo above. I hope they’re a helpful starting point for your planning:

1. Relationship-based fundraising, not transactional

It’s well-known that relationships are the key to major donor fundraising success.  And as other funding sources continue to tighten, there is an opportunity for charities to develop and scale-up their philanthropy programmes.

However, charities can only make the most of this opportunity if they are set up to provide tailored, personalised experiences for philanthropists.

The pressure on fundraising roles to constantly do more, the cutting of training budgets, & the pressure by charity leadership for “quick wins” – all of these hinder your major donor fundraising success instead of supporting it.

• Find the talent – amazing relationship fundraising skills exist across sectors. Prioritise these skills when hiring.
• Make the case for investment – including training & support for you/your team.
• Get feedback from your donors – what is their experience, how are you ensuring they are treated like trusted partners?

2. Technology is not just AI – sort the basics

Technology should mean you have far more time, due to efficiencies, to deliver great relationship-based fundraising. Yet we know that the charity sector lags on digital innovation, and I haven’t yet worked with a charity – top 10 or small – that didn’t think their data was “in a mess”.  So many fundraisers I work with are still entering forecasts and pipelines multiple times in spreadsheets and systems. How could that time be better spent…..? And how can we use technology to create the best donor experience?

• Bin the spreadsheets and double entry reforecasting; use your CRM and systems that are available!
• Reflect on the giving journey of all supporters; major donors often give smaller gifts to start, they might volunteer, they might sign a campaign.  
• Frictionless giving – can I donate on your website through Googlepay or Applepay? Why not? Are you clear you except gifts through DAFs?

3. Who’s piggy in the middle? DAFs and advisors

“Intermediaries” – whether wealth managers, philanthropy advisors or DAFs – are playing an increasingly influential role in philanthropists’ journeys. This is leaving many charities wondering how they will reach major donors in the future. Are these intermediaries the next big thing for growing philanthropy?

Yet some DAF providers and advisors worry about being inundated by multiple charities, and it’s not their role to tell their clients where to donate to.

• How can you collaborate with these groups and add value instead of trying to “sell your charity” or market your cause to them?
• Acknowledge that DAF providers and advisors are not donors themselves and push back against internal pressures to focus on them as an answer to growth.
• Focus instead on researching and identifying major donors for your cause; invest in this and in building brilliant relationships and you will raise more, whether those gifts come from a donor giving via a DAF, or from a donor that gets broader wealth and philanthropy advice.

If you need help setting the direction for your charity’s philanthropy programme, and want a clear, effective plan to navigate these changes with a confident, skilled team – get in touch. louise@summitfundraising.co.uk