Fundraising in the UK is getting tougher.
CAF’s latest data shows that public donations fell from £15.4 billion in 2024 to £14 billion in 2025, while the longer-term trend is even more challenging: the UK has lost almost six million donors over the last decade.
In simple terms, fewer people are giving, which means charities need to work harder (and smarter) to keep the supporters they do win.
That challenge is shaping the way fundraisers communicate in 2026. Supporters want to feel something real, understand the impact of their gift, and hear from organisations in ways that feel personal rather than overly polished.
With that in mind, Reach Fundraising’s Digital Content Lead, Zoe Wilson, has opened her 2026 fundraising playbook to share five practical ideas charities can start testing this week.
1 Tell one real story, not ten polished messages
Authentic storytelling is critical to high performance. Why? Because audiences are overwhelmed with content. Rather than trying to say everything at once, focus on one person, one family, or one moment of impact. The most effective fundraising stories are human, specific and emotionally clear. A single real example will almost always land better than a long list of statistics.
2 Put video at the heart of your content
Video continues to be one of the most powerful tools in digital fundraising because it helps people connect quickly. And it does not need a huge budget to work. Simple, honest video often feels more trustworthy than heavily produced campaign content.
3 Let your community tell the story too (you have to try this)
The strongest stories do not always have to come directly from the charity. User-generated style storytelling can be incredibly effective because it feels natural and credible. Invite beneficiaries, volunteers, fundraisers or frontline staff to share their own words, clips and reflections. When stories come from the community being helped, supporters will trust what they are seeing and connect with the impact.
4 Treat the thank-you as the start of the journey
Too often, the donation is treated as the finish line when it should really be the beginning of the relationship. In the UK, stewardship matters because trust is built through visibility and follow-up. Research for the Charity Commission found that 57% of people have high trust in charities, and that the biggest drivers of trust are knowing that most of the money raised is spent directly on the cause (53%), that the charity makes a real difference (45%), and that it is easy to see how money has been raised and spent (39%). A thank-you, a meaningful update and clear evidence of impact can go a long way in turning a one-off donor into a long-term supporter.
5 Use AI to save time, not replace your voice
AI is quickly becoming part of the modern fundraiser’s toolkit, and used well, it can free up valuable time. It can help draft emails, segment audiences, summarise insight, spark content ideas (even build illustration for social channels) as well as speed up reporting. But the key is to use AI as a support tool not as a substitute for genuine human connection. Let it assist your team’s efficiency, while keeping your messaging warm, thoughtful and unmistakably human.
I frequently utilise AI for artwork on Meta and have had exceptional reach and engagement but at no stage is it trying to pass off as being an original image. And the comment interactions sparked by that artwork are very real and extremely powerful.
In a tougher fundraising climate, small changes can make a big difference. The charities that will stand out are the ones that communicate with honesty, build stronger donor relationships and use new tools in smart, human ways.