How to boost perceptions of street fundraising

Interrupting people in the street to ask for money is one tough challenge. But street fundraising secures crucial funds for charities all over the country and increases awareness of important causes.

 

In 2022, over 700,000 people in the UK gave a regular gift to a charity because of a conversation they’d had with a face-to-face fundraiser. Face-to-face fundraising, including street fundraising, has the potential to reach people who wouldn’t necessarily respond to direct mail or digital advertising. Importantly, it gives charities a way to make that all-important human connection. At a time when fundraising is increasingly digital, a one-to-one conversation can give members of the public a direct, personal connection with your charity. 

 

But street fundraising is divisive and has historically faced bad press. And it’s currently not performing as well as other face-to-face fundraising. The ‘F2F Fundraising Benchmarking Report’, produced by the Chartered Institute of Fundraising, reported that while door-to-door sign-ups are surpassing pre-COVID-19 performance, street fundraising is lagging behind. In 2024, street fundraising generated 35,118 sign-ups compared to 70,210 sign-ups in 2019.

 

So how can charities help to raise perceptions of street fundraising?

 

 

Follow fundraising best practice

 

The Fundraising Regulator updated its Code of Fundraising Practice in November 2025. It outlines the standards that apply to charities and fundraisers, including guidance on street and private-site collection. Any fundraising carried out on your charity’s behalf – including by staff, paid fundraisers, or volunteers – should meet the code. Doing so will ensure your fundraising is legal, open, honest and respectful. And while the code itself is not legally binding, it includes brief information around relevant legislation, such as GDPR.

  

 

Build strong relationships with fundraising agencies or suppliers

 

If you use third-party fundraisers or subcontractors, make sure you do your due diligence and work closely with them. To an extent, your charity’s reputation is in their hands – members of the public are unlikely to notice the difference between a fundraiser who is part of your charity, or a fundraiser who works through an agency.

 

The Chartered Institute of Fundraising recently updated its guidance around face-to-face fundraising, and gives detailed guidance on how to work effectively with fundraising agencies. It explains how charities and agencies must work together to create clear, shared objectives, monitor the work, and vitally, ensure that both fundraisers and donors are treated fairly and with respect. You can also read our face-to-face fundraising checklist.

 

 

Be transparent to build trust

 

Public trust is imperative for charities, so make it easy for a member of the public to see that your street fundraisers are legitimate and working for your charity. The Code of Fundraising Practice outlines specific details about visible ID badges, and recommends that fundraisers wear clothing that shows the charity’s branding.

 

Beyond that, a web page explaining how and why you use street fundraising is an easy way to reassure the public that your fundraisers are who they say they are. Take a look at Centrepoint and Dogs Trust face-to-face fundraising pages, or The National Deaf Children’s Society, which also lists where they are carrying out fundraising.

 

 

Support your street fundraisers

 

Whether you’re directly employing your street fundraisers, or using an agency, make sure they’re getting the support they need – from fair wages and working hours, through to great training. Being a street fundraiser can be a tough job – demanding tenacity, resilience and positivity, come rain or shine.

 

Supporting your street fundraisers to do their job well will help to keep them motivated and enthusiastic – which is hugely important as they’re in effect the face of your charity. As Richard Snowden from Appco UK explains’: “People might not remember the advert they saw or the form they filled in that led to them becoming a donor, but they always remember the fundraiser.”

 

 

Engage the public in creative ways

 

Clear, consistent and strong branding can engage the public before fundraisers even start speaking to them, and increase their trust through your charity’s professionalism.  That could be through the T-shirts your fundraisers wear or banners and leaflets if you have a stall.

 

You could also get creative and convey your charity’s impact in engaging ways. For example, a wildlife charity could share information about animals local to the area they’re fundraising in, or a visual impairment charity could use images to show the difference a cataract operation can have. These are ways to spark conversation, and show the knowledge and impact of your charity.

 

And remember, it’s not all about getting people to sign up to a direct debit then and there. A great experience with a street fundraiser can help spread awareness of your charity, and leave a positive impression of your work. That could lead to great word-of-mouth awareness, let alone more donations down the line.