How to boost your fundraising in 2025

The charity sector tends to rely on classic event ideas, tried-and-tested donation methods, the well-trodden paths of fundraising. Relying on existing methods often makes sense. But it can lead to stagnation. The best routes to effective fundraising often rely on experimenting with new methods, new ideas, new tools, while maximising various avenues of income. 

Success depends on knowledge of the latest trends. The fundraising landscape is constantly progressing, and charities must adapt to emerging economic circumstances, shifts in donor behaviour, new tech that provides new opportunities, and so on. Charities must evolve with it. 

Fundraisers need to optimise supporter experiences and ensure they are in the best place to generate and receive donations. They need to throw interesting events that entice audiences. They need to onboard the best payment options, whether in-person, online, or mobile. They need to find new methods to convert warm leads. They need, in the simplest terms, to innovate.  

In this article, we look to the future of fundraising and explore the trends that will dominate 2025.

The necessity of mobile-friendly fundraising 

Mobile-friendly fundraising was once a luxury. It’s become a necessity. Consider, for example, that over 50% of traffic to non-profit websites comes through smart phones, according to M+R BenchMarks. Consider, too, that a quarter of donations stem from mobile devices. And consider that the most successful websites are optimised for mobile. In short, charities cannot ignore mobile. And that holds particularly true for fundraisers and fundraising. At the fundraising events attended by fundraising event experts EMMA Live in 2024, an average of 74% of all bidding and donating has been done via mobile. 

Charities in 2025 should ensure all fundraising options are mobile-friendly. All events should offer mobile options, whether that means attendance on smart phones, mobile donation options via QR codes, agendas or interactive options, and so on. Mobile donations should prove seamless, with donors facing minimal friction in the donation journey. And any potential donors, supporters, or volunteers should have all available information about charities at their fingertips.  

The future of fundraising is mobile. Online Donations Insights Report 2024, compiled from an analysis of anonymised donation data, reveals digital wallets were used to make 43% of single gifts, an increase from 39% in the previous year. Apple Pay donations alone increased by 39% compared to transactions made this way in 2022. Donations will occur in the mobile space – and fundraisers need to meet potential donors in the space they occupy.  

The evolution of fundraising events 

Events are vital for fundraising. Recent research has shown that, in 2024, more than half of charities will see income growth from events. But success depends on keeping up with the evolution of events. Charities can no longer rely on bake sales, picnics, and raffles. Donors in 2025 expect something more interesting, something that captures their attention.  

Charities should work hard to pick the right fundraising event. You’ll want to throw an event that highlights your cause, providing your audience with a clear reason to donate. And you’ll want to throw an event that will appeal to your audience. Unique fundraising ideas are proving popular.  

Consider fundraising with an online auction, knit-a-thon, murder mystery, battle of the beards, polar bear plunge, or even an open mic night. Remember to get the tone right and always centre your cause. Or consider pivoting your fundraising events online. You could host Gaming for Good campaigns, for example, which we expect to become increasingly popular in 2025. 

The focus on warm leads 

The UK is a particularly generous place. In 2023, for example, 75% of people did something charitable and nearly three-fifths (58%) donated money. Donations provide huge amounts of money. But looking at potential donors offers a route to much larger donations. 

Fundraisers of the future need to focus on their warm leads. So many potential donors who have already expressed in your charity are available to convert into long-term supporters. Charities should work hard to approach people already in their eco-system, the oft-forgotten warm leads, rather than spending all of their time and money aiming to onboard new donors.  

Start by identifying all your warm leads. That might mean exploring existing databases, customer relationship management systems, event sign-up information – any data that indicates an interest in your charity. Ensure compliance with UK GDPR, compile a list of all potential donors to contact potential donors. Then plan the best approach to convert them into recurring donors.  

That might mean an e-mail campaign, with personalised, targeted, and potentially segmented messages to particular donors. Warm leads, if properly managed, should lead to a higher conversion rate than approaching people unaware of your cause. Successful fundraisers in 2025 must aim for a high return on investment. Warm leads will provide one clear route to success.