Maximising success: What’s hot in fundraising right now

However, funders are facing increasing pressure from:

• Rising demand for grants
• Economic uncertainty
• Increased competition
• Growing expectations around impact measurement
• A surge in applications

Many foundations are now reviewing their priorities, refining their criteria and introducing new application processes to better manage demand. Some funders are moving towards two-stage application processes, requiring charities to submit expressions of interest before progressing to full applications. For charities, this means preparation and research have never been more important.

The Importance of Research Has Increased

A recurring theme throughout the webinar was the importance of understanding funders before applying. Rather than applying widely and hoping for success, charities were encouraged to:

• Identify funders that align with their mission
• Follow changes in funder priorities
• Subscribe to newsletters
• Monitor social media activity
• Review funding guidance regularly

Funders’ priorities can change quickly, and organisations that stay informed are far more likely to identify suitable opportunities. As Jay repeatedly emphasised:

Read the guidance. Then read it again.

AI Is Changing Fundraising

Artificial intelligence was one of the most discussed trends of the session. AI offers opportunities to:

• Summarise information
• Structure applications
• Generate ideas
• Support research
• Increase efficiency

However, funders are becoming increasingly aware of AI-generated content.

Applications that sound generic, impersonal or overly polished can often be identified quickly. The speakers recommended using AI as a tool rather than a replacement for human judgement, expertise and storytelling. Most importantly, charities should ensure their authentic voice remains at the heart of any application or communication.

Impact Remains More Important Than Ever

Funders increasingly want to know not just what organisations do, but what difference they make.

Charities need to be able to demonstrate:

• The need they address
• The outcomes they deliver
• The long-term impact of their work
• The evidence that supports their claims

Strong stories, case studies, testimonials and data all play an important role in helping organisations demonstrate value. Being able to clearly explain the change your charity creates remains one of the strongest fundraising tools available.

Relationships Are Still the Most Valuable Asset

While technology and funding trends continue to evolve, one factor has remained remarkably consistent: Relationships matter.

Throughout the webinar, all three speakers highlighted the importance of building genuine connections with supporters, funders and partners. Whether speaking about corporate partnerships, trust fundraising or individual giving, the message was clear:

People give to people.

Organisations that invest time in long-term relationship building often see stronger fundraising outcomes than those focused solely on short-term asks.

Why Picking Up the Phone Still Works

One of the most memorable sessions came from Ben Swart, who argued that one of fundraising’s most underused tools is also one of its oldest. The telephone.

Drawing comparisons with successful sales professionals, Ben encouraged fundraisers to focus less on immediate outcomes and more on securing conversations. Rather than measuring success purely by donations raised, he suggested focusing on:

• Conversations
• Meetings
• Event attendance
• Relationship building

Simple phone calls can:

• Thank supporters
• Strengthen engagement
• Build trust
• Lead to future opportunities
• Create memorable experiences

Many supporters rarely receive personal calls from charities, making even a brief conversation a powerful stewardship tool.

Old School Fundraising Isn’t Dead

Lindsay Tilston-Jones reinforced the importance of traditional fundraising techniques. While digital channels remain valuable, many “old school” approaches continue to deliver results. These include:

• Personal phone calls
• Handwritten thank-you notes
• Relationship building
• Face-to-face meetings
• Supporter stewardship

In a world filled with automated communications and crowded inboxes, genuine human contact can help charities stand out.

Collaboration Creates Opportunities

Another emerging trend identified during the webinar was increased collaboration. Charities are increasingly:

• Sharing expertise
• Working in partnership
• Pooling resources
• Learning from peers
• Creating stronger networks

Supporters and funders are often less concerned about organisational boundaries and more interested in seeing meaningful impact. Collaboration can help charities maximise resources while increasing their reach and effectiveness.

Fundraisers Need to Think About Visibility

One particularly interesting point focused on digital presence. As technology develops, organisations need to consider what potential supporters, partners and funders discover when researching them online.

Questions to consider include:

• Is your website up to date?
• Are your accounts current?
• Do your social channels reflect your work?
• Is your impact visible online?
• Can people easily understand your purpose?

In many cases, a funder’s first impression will be created before a conversation ever takes place.

Innovation Doesn’t Always Mean Technology

While innovation is often associated with digital tools and emerging technologies, Lindsay challenged attendees to think differently.

Sometimes innovation means:

• Changing an approach
• Testing new ideas
• Improving supporter experiences
• Working more collaboratively
• Adapting to changing needs

Innovative fundraising does not always require large budgets or complex systems. Often, it comes from being willing to experiment and learn.

Final Thoughts

The fundraising environment may be changing, but many of the principles that underpin successful fundraising remain the same. Charities that succeed are likely to be those that:

• Invest in relationships
• Demonstrate impact clearly
• Research funders carefully
• Use technology wisely
• Stay visible and relevant
• Tell compelling stories
• Collaborate with others
• Continue adapting

While emerging trends such as AI and changing funding practices are shaping the future of fundraising, the webinar’s clearest takeaway was perhaps its simplest:

Fundraising is still about people.

Organisations that focus on connection, trust and shared purpose will continue to find opportunities to thrive, whatever challenges the fundraising landscape presents.