Digital fundraising trends for 2026

It may feel as though charities have nailed digital fundraising. Since 2020, online fundraising has grown significantly, with research showing that, in 2025, 60% of all charitable donations were processed online. In fact, the number of donors choosing to give online has stayed relatively consistent since 2022, demonstrating that digital fundraising is very much the norm today, as opposed to an innovation.

 

However, there is some cause for concern – and room for improvement. Research by Charities Aid Foundation found that, although overall donation value hasn’t fallen, the number of individual donors has declined, falling to the lowest levels recorded in its UK Giving Report. Just half of the public said they had given to charity in the previous 12 months, falling from 58% in 2019.

 

In 2026, charities will be looking at how they can boost these percentages and re-engage the support of those who have lapsed. The 2025 Charity Digital Skills report revealed that building their online presence and social media engagement, growing reach, and increasing online fundraising were all top priorities for charities over the next 12 months, with more charities citing these concerns than did the previous year.

 

To help charities meet these challenges, Public Interest Registry (PIR), the nonprofit behind the .ORG domain, has seen firsthand how digital behaviour is shifting across the sector. Through its .ORG Learning Center, community spaces, and the .ORG Impact Awards, PIR works with mission-driven organisations globally and shares practical guidance on strengthening online presence, building trust, and turning storytelling into fundraising momentum. resources, and .ORG Impact Awards, which celebrate the work and achievements of charities across the world.

 

Below, we explore the key digital fundraising trends likely to shape 2026, supported by insights from PIR’s work with nonprofits across the .ORG community. 

 

 

Digital fundraising trends for 2026

 

Storytelling boosts retention

 

Re-engaging lapsed supporters is a challenge that charities will want to tackle in 2026. With individual donations on the decline, it’s really important that charities revisit how they communicate with supporters to keep them engaged, particularly after their first donation.

 

Research from marketing experts Manifesto revealed that almost half (44%) of supporters don’t typically engage with charities after making their first donation. That is a considerable proportion of a charity’s audience – people that care enough about their cause to donate to it, but don’t continue to engage with it further. These supporters are valuable so charities need to find a way to harness their support, turning them from one-time supporters into vocal advocates for their mission.

 

“We’re often swimming against a tide of mistrust and scepticism where engagement has to be earned through the supporter’s experience of the whole charity – all interactions, all teams,” says Manifesto. “When we get this wrong, supporters disengage . They might stop thinking about your cause, they may stop feeling connected, they won’t take any more actions.”

 

So it’s all about creating a better supporter experience. It is not a once-and-done process – charities are competing with the private sector to provide seamless, convenient supporter experiences. We are used to shopping, consuming media, and completing our work often at the click of a button. Charities must consider how they can meet evolving needs and what they alone can bring to the table to keep supporters engaged.

 

This is where storytelling comes into play. Charities have a uniquely trusted place in society, despite growing cynicism in other areas. Four in five members of the public see the work of charities as “very important” or essential. Charities must build on that trust and provide donation experiences that are secure, simple, and transparent – where the money goes matters. Charities should ensure they communicate impact clearly with supporters and tell the story of a donation – where it goes, who it helps, and how the donor has made a difference.

 

“Keeping supporters involved is about building connection, trust, and a shared sense of purpose,” explains PIR. “Research consistently shows that people stay engaged when they feel informed, emotionally connected to the mission, and invited to participate in ways that feel personal.”

 

 

Purpose-driven creator partnerships

 

Creator partnerships will play a bigger role in 2026 as charities look for fresh ways to cut through digital noise and build trust. Supporters increasingly rely on the individuals they follow, not institutions, to guide their decisions about which causes to care about and where to give. Edelman’s Trust Barometer found that 60% of people trust creators more than brands, a shift that charities can use to their advantage.

 

This shift makes purpose-driven creators powerful allies for fundraising, especially when their values and lived experiences align with the charity’s mission. Micro-influencers, community leaders, and grassroots storytellers can introduce charities to new audiences,with micro-influencers showing over 50% higher engagement rates than larger creators, and help translate complex issues into clear relatable narratives.

 

When rooted in shared purpose rather than promotion, these collaborations turn creators into community advocates who help drive connection, credibility, and donor action.

 

Across these trends, one theme stands out: supporters want to feel part of a community, not just an audience.

Meeting motivations with data

 

In 2026, charities need to take a deep dive into the different motivations of their supporter bases. Manifesto’s report, Mind the Engagement Gap, revealed that supporters need organisations to understand why they give and serve their motivations, “not just at the point of asking, but throughout the relationship”.  It is not enough to prioritise the convenience of the donation process, charities must consider what they are giving supporters back across all of their interactions.

 

As the report points out, donors want to know what their contribution achieves, that their values are reflected in the charity’s work, and that there is an acknowledgement of what makes them tick. Meeting these needs requires a data-driven approach to fundraising.

 

Data can help charities understand their supporter behaviour, work out what induces them to donate, and what content they most engage with, which emails they are most likely to open. This information can help charities segment their audiences based on how engaged they are, identifying which groups may need a different approach to keep them on board.

 

Data can also help identify which creators, ambassadors, or community voices supporters already trust, enabling partnerships that feel natural rather than imposed.

 

Analysing data has historically been a challenge for charities but we expect it to grow in importance in 2026, as a way to help charities refine their fundraising strategies, differentiate themselves from others in the sector, and meet the unique needs of their community. Data is particularly important to charities looking to use AI to support their fundraising – without accurate data, AI outcomes will not be effective or relevant.

 

 

Giving donors back control

 

Digital fundraising is a delicate balancing act. Charities are navigating a time of rising demand for their services with declining individual donations. It is difficult to sensitively ask for money at a time of great need.

 

But giving supporters space and control over how they donate is actually a core part of fundraising – it generates trust between a charity and its supporters, improving the longevity of the relationship so that donors feel inspired to return again in the future.

 

Three in five supporters say they disengage from a charity because a charity asks too often or too forcefully for donations, according to the Mind the Engagement Gap report. Charities must review their communications practices, look to their data to evaluate unsubscribe rates, and determine which channels work best for their audiences. 

 

Rethinking how often we send out communications should also be a particular concern given the incoming “soft opt-in" rules. The new rules will allow charities to send marketing communications to people without previous consent if their details were collected during the sale of a product or service.  For example, if they donate, charities no longer need express permission to contact them with more information afterwards – they do, however, need to offer them a clear way to unsubscribe.

 

The “soft opt-in" rules will make it easier for charities to keep their donors engaged but it could also lead to overcommunication. Charities should be mindful of how often they contact donors and supporters and consider how they can vary the content of their communications, balancing appeals with information about impact, news, and messages that thank them for their contribution.

 

Charities that combine trust, community voice, and data will stand out in an increasingly competitive digital landscape.

 

Charities can find additional tools, stories, and resources to prepare for the coming year by visiting the .ORG Learning Center.

 

.ORG Learning Center