Charities believe events will be 'biggest area of fundraising growth' in 2024

More than half of charities believe that events and activities will be the biggest area of growth for their fundraising teams this year.

Meanwhile, the second biggest growth area is set to be corporate fundraising, which is backed for an increase by just under two in five charities who have been surveyed for a report into donor trends this year.

Just over a third of charities believe regular giving will increase this year and around three in ten think major donor, in-memory, and individual giving will rise.

However, only a quarter believe legacy fundraising will be a growth area in 2024.

The optimism around event growth has emerged in a report by fundraising platform Enthuse that has also found concerns among charities around the continuing impact of the cost-of-living crisis on how much supporters can donate. This is rated as a significant challenge by more than half of charities.

A related issue to overcome is a reluctance by supporters to ask family, friends and work colleagues for donations due to rising costs. This is cited as a ‘significant challenge’ by more than a third of charities.

Other fundraising challenges charities face this year include “donor fatigue”, recruiting volunteers, the increasingly cashless society and supporters having less time to take part in events.

The survey also found a mixed picture in terms of income growth over the last year. While more than a third saw their income drop, three in ten maintained their income levels and just under a quarter saw growth.

“It’s encouraging to see that more than half of charities saw their income stay the same or increase,” said Enthuse founder Chester Mojay-Sinclare.

“It’s testament to the resourceful nature of the sector that charities find a way to continue to deliver results, even against a difficult financial backdrop.

“But what really stands out to me is a great opportunity to drive income. Fundraising events and activities are seen as the highest growth opportunity in 2024.

“At a time when many have less disposable income, providing a memorable experience is increasingly important, and taking on a big physical challenge can inspire people to give.”

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