Charity fundraising in 2026: lessons from the latest sector reports
Drawing on the latest research from Open, Wood for Trees and Blackbaud, this blog explores the fundraising trends shaping the charity sector and what they mean for fundraisers as they plan for the second half of 2026.
Soft opt-in for charities: the guidance is now complete
The ICO guidance came in April 2026. Now the Fundraising Regulator has published its own. Together, they represent the complete picture on charitable purposes soft opt-in and the message is clear: the charities that’ll benefit most are the ones that treat this as a data quality question, rather than a volume one.
Understanding the ICO’s Final Charity Soft Opt-in Guidance
Most charities work hard to drive engagement, then lose the chance to continue the conversation. The ICO’s soft opt-in guidance for charities changes that.
Soft opt-in gives charities a compliant way to follow up with people already showing genuine interest. It explains what’s changing, what counts, and how to turn engagement into long-term relationships without crossing compliance lines.
The Donor Demographic Shift: Who’s Giving, Why It’s Changing, and What Charities Need to Do Now
The old fundraising model is losing power as donor behaviour is changing fast. We worked with PDSA to create a smarter, data-led approach. New supporter profiles and shifting motivations shaped an audience-first strategy to strengthen engagement and drive resilient acquisition.
Charities: Soft opt-in, Your Chance to Shape the Future of Supporter Engagement Rules
The ICO’s proposed charitable soft opt-in could reshape email engagement. With new rules expected in 2026, charities should prepare now. This consultation is a rare chance to influence evolving data rules, strengthen supporter trust, and ensure protection and participation stay in balance
How Charities can grow Legacy Giving
Legacy giving is a £4bn opportunity, yet often limited to existing supporters. By targeting key life stages and using direct mail, charities can expand reach, cut costs, and strengthen their long-term supporter pipeline.