As we head into 2026, fundraising leaders are being asked to do something that feels increasingly hard: grow income, modernise approaches, and build resilience, all while teams are stretched, systems are cracking, and confidence is fragile.
That’s why we brought together two key data sets:
- How fundraisers are actually using Fundraising Everywhere – what they search for, what they ask, and what they say is keeping them up at night
- What sector reports are telling us about growth, opportunity and risk
The aim wasn’t to predict the future. It was to understand where ambition and reality don’t yet align, and what leaders can do to close that gap.
Here’s what we found – and what it means for your strategy in 2026.
Why we did this analysis (and how)
Fundraising Everywhere supports over 8,000 fundraisers a year through events, membership and on-demand learning. That gives us a live view of what fundraisers are grappling with right now, not just what they say in annual surveys.
For this analysis, we combined:
- Chat and Q&A data from FE conferences and webinars (Dec 2024 – Oct 2025)
- Onboarding feedback from new members
- Platform search behaviour and learning patterns
- External sector reports from organisations including CAF, Enthuse, JustGiving, Open, Massive, Blue State, LarkOwl and Action for Race Equality
We then compared fundraiser sentiment with sector-level opportunity signals to identify strategic gaps
Part 1: How fundraisers are really feeling
The emotional picture is clear – and consistent.
Fundraisers describe themselves as tired, stressed, isolated, uncertain and stretched. This isn’t about lack of motivation or commitment – it’s about capacity.
They are dealing with:
- Unrealistic targets
- Limited time, budget and internal support
- Constant firefighting
- Fear of getting things wrong
- Emotional fatigue, particularly in roles close to service delivery
For fundraisers from marginalised backgrounds, these pressures are amplified by restricted funding, disproportionate application requirements, and lack of trust from funders.
The risk for leaders is obvious: burnout and turnover. But the strategic impact is just as serious. When teams are overwhelmed, learning drops, confidence erodes, and innovation stalls.
What fundraisers are prioritising for 2026
Despite this pressure, fundraisers are clear about what they believe matters most:
- Donor acquisition and audience growth
- More regular givers and new supporters
- Digital visibility and conversion
- Affordable, manageable channels
- Clarity on what actually works
This tells us two things:
- The fundraising economy is tightening and acquisition is getting harder
- Fundraisers know digital matters – but they don’t feel equipped to use it confidently
Alongside this, fundraisers are asking for simplicity. They want practical help navigating GDPR, soft opt-in, AI, CRMs, grants and personalisation – not more theory, but clear frameworks they can apply.
Part 2: What the sector reports say about 2026
The external data paints a more optimistic picture – but with important caveats.
The big challenges leaders are facing
Across the reports, charity leaders cite:
- Financial sustainability and rising costs (79%)
- Increasing demand for services (86% expect growth)
- Fragile income portfolios, overly reliant on single streams
- Recruitment, morale and wellbeing challenges
- Difficulty evidencing impact and aligning internally
Many leaders report spending around 70% of their time firefighting, leaving little space for strategic work
Where the opportunity signals are strongest
The reports consistently point to growth in:
- Legacies and major donors – high value, high ROI
- Lotteries and raffles – rising value even where recruitment dips
- Mass participation and events – especially shorter, social and hybrid formats
- Digital fundraising – seen as underused potential rather than fully exploited
At the same time, cash giving, regular giving and corporate income are flat or under pressure, suggesting the need for rethinking approaches, not simply doing more of the same.
Part 3: The strategic blind spots leaders need to address
This is where the two data sets collide.
Blind spot 1: Digital optimism vs digital confidence
Reports say digital is the biggest growth opportunity.
Fundraisers say they are still asking beginner-level questions and lack time, skills and support.
Without investment in people, digital becomes a divider – accelerating growth for some organisations while leaving others behind.
We’re supporting fundraisers with simple to access digital training including our Digital Fundraising Fundamentals course, member matching, and Digital Fundraising Conference. Become a Member to get instant access.
Blind spot 2: High-ROI channels vs available capacity
Legacies, major donors and stewardship-led models require time, relationship-building and systems.
Fundraisers tell us they are stuck in reactive mode, without the headspace to do this work properly.
Training alone isn’t enough if it isn’t paired with time, follow-up and organisational support.
Join our 2026 Legacy and In-Memory or Trusts and Major Donor Conferences to get the skills you need to grow.
Blind spot 3: Growth narratives vs team reality
Leaders feel hopeful.
Fundraisers feel overwhelmed.
Pushing scale without stability risks burnout, mission drift and fragile growth.
Our strategy for success in 2026
Based on everything we’ve seen, sustainable success in 2026 depends on six priorities:
- Invest in people before channels
Growth ambitions will fail without wellbeing, confidence and capacity. - Pair digital investment with skills, tools and time
A digital budget without a digital workforce will underperform. - Put stewardship at the centre of fundraising strategy
Retention, not simply volume, is the pressure valve for a tighter market. - Reduce organisational friction
Simplify processes, streamline systems and remove unnecessary risk bottlenecks. - Build portfolio resilience, not just more campaigns
Long-term value comes from balance and stability, not constant expansion. - Actively bridge the gap between leadership optimism and fundraiser reality
Alignment here is the biggest determinant of success in 2026. - Become a Fundraising Member to get continuous support, training, and coaching to achieve your strategy goals in 2026. Use code FREEMONTH for one free month of membership.
A final thought for fundraising leaders
There is opportunity in 2026. But it won’t be unlocked by asking already stretched teams to do more.
The organisations that succeed will be those that:
- Protect time for learning and strategy
- Invest in capability as seriously as income
- Build cultures where fundraisers can grow, not just cope
At Fundraising Everywhere, this insight shapes everything we do – from our conferences and accelerators to our focus on micro-learning, peer support and wellbeing. Because strong strategies only work when the people delivering them are supported to succeed.
Chat to us today about Organisational Member access for your team and join some of the UK’s favourite charities including RNLI, Cats Protection, and British Red Cross in building thriving and successful fundraising teams.
Additional learning and support
If these challenges feel familiar, you’re not alone – and you don’t have to solve them from scratch. We’ve curated practical, time-efficient learning to support fundraising teams working with limited capacity, including:
- Digital fundraising skills (especially for small teams): Build confidence across channels through our upcoming Digital Fundraising Conference, or access on demand learning via our Charity Digital Skills, Innovation, and Tech Collection.
- Community-led fundraising: Put supporters at the centre at our Community Fundraising Conference, or explore Community Fundraising 2025 on demand.
- Legacies, lotteries, and mass participation: Explore sustainable, high-potential income streams through our upcoming FE Accelerator: Lottery Fundraising, and Events and Legacy & In-Memory Fundraising Conferences, or on demand via our Events Fundraising and Legacy Fundraising On Demand Collections.
- Streamlining processes and prioritisation: For teams looking to reduce friction and focus effort where it matters most, the session ‘Prioritising what’s important and keeping people motivated’ is a good place to start.
Strategic planning vs day-to-day delivery: Success beyond the strategy: celebrating and uplifting your team supports leaders to turn strategic priorities into everyday practice.