How charities can navigate and embrace the unpredictable

The charity sector moves quickly. The world of digital moves quicker. With service demand rising and external pressures such as a changing geopolitical climate to navigate, it can be difficult for charities to look beyond fire-fighting and keep pace with the digital tools that can help them steer.  

But charities have proven themselves repeatedly to be good at adapting when needed. In the past few years alone, the sector has embraced digital fundraising, online service delivery, and more recently, it has explored the complexities of artificial intelligence (AI) to discover how it can support their mission. More than three quarters of charities (77%) say they use AI, according to the 2025 Status of UK Fundraising report, a considerable increase on the percentage who did so in 2024. 

No matter what the challenge, or however unprecedented, charities are able to meet it. But it can become a more difficult task over time, balancing economic uncertainty, rising operational costs, policy changes, and much more with the needs of the communities charities exist to serve. 

To help charities find a way forward, digital fundraising experts Blackbaud have created an inspiring new e-book, bringing together insights from charities across the world on how they adapt and grow in a rapidly changing world. The e-book – The Forward-Thinking Nonprofit: Leading Through Change – comprises a collection of essays from 19 charity sector experts, with case studies, data findings, and practical advice to inspire organisations and help them thrive, even amid uncertainty. 

“The economic headwinds, new technologies, and shifting societal priorities or pressures challenge leaders to rethink their fundamentals, from prospecting, supporter engagement, fundraising, and grant writing to recruitment, income stream diversification, skills development, and more,” explains Blackbaud. 

“Navigating these waters requires resilience, adaptability, and willingness to experiment, learn, and improve. Ultimately, instead of seeing uncertainty as an obstacle, forward-thinking nonprofits aim to use this uncertainty as a catalyst for creativity, collaboration, and meaningful change.” 

Below, we share just three of the lessons charities can learn from the e-book, whether they are looking to grow donor engagement or responsibly embrace AI.  

Download the full e-book 

Lessons for the charity sector in 2025 

Emotion still drives fundraising 

In the e-book’s first essay, Adrian Sargeant, Co-Director of the Institute for Sustainable Philanthropy, asks “What’s love got to with it?” when it comes to fundraising. The answer is: quite a lot.  

Adrian points to the decline in individual giving, which, in the UK and US, has been “masked by increased giving from a few generous donors”.  He notes that digital technology alone has not been enough to boost fundraising levels, but that charities must instead look to their stewardship. Indeed, Adrian comes to define fundraising as “stewarding the human capacity to love”.  

“In a sense, this is actually a very old idea,” Adrian writes. “Love is, after all, quite literally at the Latin root of philanthropy. So why is it that we have slipped so easily into using the language of money, as though it were only money that was worthy of our attention?” 

He adds: “Think of the impact if, overnight, all of our nonprofits stopped talking about money and switched instead to focusing on love. What impact might that have on our society, as well as the immediate impact on our organisations?” 

To be able to “cultivate love”, Adrian advises that charities need to understand their supporters and their motivations to give – this has always been at the heart of providing a great supporter experience. Motivation might come from compassion for others that we don’t know but who are experiencing urgent challenges in the news or at a specific time of year. Or it might be driven by companionate love, where a friend or family member has been impacted by a charity or its cause.  

Harnessing these emotions when writing copy or designing campaigns can boost fundraising and re-engage individual givers in a way that builds community and supports greater impact in the future.  

Organisational culture is the key to surviving change 

There are lots of essays in the e-book about how charities can thrive even during times of change. That is, in fact, the ethos behind the e-book itself.  

Jo Garner, Chief Executive and Founder of Strategic Grants, explores how the funding landscape is changing and how charity leaders can build organisational resilience. Mark Dendy, Senior Consultant at Adapta Consulting, offers “A bluffer’s guide to digital transformation”, exploring what digital transformation actually entails and how to plan for it. And Sue Cunningham, President and CEO, Council for Advancement and Support of Education (CASE) writes about the importance of leadership in the age of AI.  

At the heart of all of these essays is the importance of organisational culture. Removing silos, aligning AI adoption with strategy, and prioritising transparency are all vital to ensuring charities thrive during times of change. Kathryn Raskob, Chief Executive Officer at Fundraising Institute Australia, notes that “Your cause is your compass”. While change is inevitable, there are universal strategies that charities can adopt to manage it. 

“To create change, we need to do things differently,” says Jo Garner, “and the worst thing we can do when change is needed, is to do nothing.” 

AI needs human oversight 

AI features heavily in the e-book, as one of the defining trends affecting the charity sector currently. While there are many purported benefits of using AI – particularly when used with data to identify patterns and inform decision-making – there are also concerns over bias, inaccuracy, and data protection.  

Given that many of us are still exploring the possibilities of AI, the time is now for charities to come together and share their experiences testing the technology. The e-book brings together essays from AI experts, researchers, and charity professionals to do just that. And one of the common themes that emerges is the need for human oversight, whether it’s from frontline staff or charity leaders.  

For example, Ali Mikaeili, Prospect Research and Pipeline Specialist at Bow Valley College, advises that charities are clear about where AI cannot and should not take the lead.  

“It will never replace the connection of a one-on-one meeting, the nuance of a phone call that takes an unexpected turn, or the sensitivity required when discussing a legacy gift,” Ali explains. “It cannot weigh the moral and cultural considerations that often come with large contributions. It cannot speak with your institution’s voice in a way that carries lived understanding. Those moments belong to people, and they always will.” 

But that doesn’t mean AI doesn’t have its uses – quite the opposite. It just means charities should be specific and strategic with the areas it is used, balancing optimism with caution. The e-book reflects this in the introduction to its second chapter, recommending that charities consider “not just what technology can do, but how it can help you stay true to your values and mission in a changing world”. The mission always comes first.  

To discover more about how charities are navigating change and innovating with digital technology, download the full e-book from Blackbaud below. 

Download the e-book