Fundraising and Philanthropy Trends for 2026: 6 Predictions Shaping the Sector

Credit Veronica Carswell

Looking Ahead: Why 2026 Will Demand a More Human, Resilient Approach

Have you ever come across Faith Popcorn? I remember coming across her insights many years ago. She is founder and CEO of Faith Popcorn’s Brain Reserve https://faithpopcorn.com/ and one of many ‘futurists’ predicting the future. The New York Times called her ‘The Trend Oracle’, take a look at her past predictions for fast food to be seen as junk food; for internet shopping; and way back in 1989 the rise and rise of bottled water…

So, in thinking about trends and predictions in our sectors it is to Faith that I turned on Instagram. She predicts 3 key trends:

Down-Aging – a desire to return to the carefree days of youth leading to nostalgic products and pursuits – I recognise this one.

Small indulgences – stressed consumers seeking luxuries as a form of reward – chocolate anyone?

Pleasure Revenge – consumers rebelling against rules. Times are tough but I am still going to live a little.

I know your in-box is full of 2026 trends and predictions. Just thought I would jump in and add 6 fundraising trends for 2026.

Be Human: Authentic Storytelling Will Outperform Perfect Content

Apple continues to dominate the tech world with foldable phones and the ultra-thin iPhone Air. But content is still king & queen for organisations with a strong message. In response to donor and audience demand we will continue the evolution of moving beyond broadcasting ‘at’ our alumni and supporters to honest authentic human communication aiming to cut through digital noise and clutter. Think Billy Monger for Comic Relief or Radio 2’s Sara Cox’s Great Northern Marathon Challenge blisters, tears and all raising over £5million. Think immersive story telling. People are predicting the ‘authenticity revolution’ – that doesn’t sound new to me but the growth in fast, imperfect or unpolished content is. AI is great but no one wants it in their fundraising story telling.

Mix It Up: Building Resilient Income Streams in an Uncertain Economy

Mixing up income streams for maximum ROI – relying on single donor or income stream is just too risky. In 2026 we will see even more emphasis on slim leadership of income streams and the interaction between each ‘income line’. What can your corporate donors bring to your venue hire line or your PAYE donors or your high-level events? What advantages are there for your institution in building place-based connections? As organisations shift again the focus on income through whichever mechanism will once again rise. Of course, Government funding has quietly and loudly been being cut creating more and more cost pressures and universities, arts and charities are under pressure like never before – there is some excellent free analysis shared by our friend Ian at Charity Excellence https://www.charityexcellence.co.uk/ for more info.

Share the Love: Donor Stewardship as an Organisation-Wide Responsibility

Love your donors – I predict something along these lines every year. Yet every year donors need more love, more engagement. Over the last 5 years we have seen the rise of voices with lived experience in donor content, and this continues as does the real-time activity, shared stories, cross organisational engagement. It is everyone’s responsibility to love and know your donors and to build authentic trust not just the development office. I interviewed someone under 30 for one of London’s major art galleries the other day and he was able to name the security guards who greeted him when he visits there and how important that is to his day, great authentic stewardship.

Try It: Practical Innovation Over Endless Strategy

Aren’t we bored of being told to innovate? I love it that at CEAC25 in Birmingham folk were quite open about ‘stealing’ ideas from others. More like keeping an eye out for good practice. For example, we all know about the wall of wealth coming this way. But few have managed to truly engage for the long term new and younger donors. Is your charity donor-first? How are you using AI to provide predictive stewardship? What opportunity is there to grow giving days? At the same time people under 30 are using less social media – have you surveyed your donors to understand how they want to hear from you other than frequency? Do you have scope to develop gaming or livestreaming events to stimulate new donors? At major institutions and Universities, we are seeing the rise in DAFs as flexible options for high net-worth individuals within the giving offer.

Comply: Data Security, Governance, and Fundraising Risk

Data security – I know, I know. Not new but many have been dramatically damaged by major cyber-attacks in 2025. Might not be in your job description as a fundraiser or donor adviser but wow you will be affected if you have a breach. Check this is on the risk register at governance level. In 2025 the list includes the British Library, Marks & Spencer, Harrods, Co-op, the Legal Aid Agency. And those are just the ones we know about….

The Ideal Fit: Retention, Resilience, and the Future Fundraising Workforce

And for fundraisers – in January the screens are buzzing with amazing sounding opportunities, with the ‘join a fabulous team’ message. If you are moving – or need to move due to cuts – this is a great time to be looking. To polish up the very special mix of fundraiser resilience, determination, efficiency, commitment to making a difference and joy! But don’t move too soon. An exceptional opportunity might not be as great as your current role and the rapid turnover of fundraisers is a problem in our sector. Take your time to look, consider, talk to your current leadership and if you find somewhere you are passionate about and can make a difference through fundraising consider whether actually sticking at it in a tricky market is actually the best plan for 2026 – the matching of fundraisers and their organisations has never been more important.

Let me know your thoughts and trends.