Decoding the UK Charity Landscape
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A Sector Under Pressure
UK charities are navigating growing competition for donors, shrinking disposable incomes, widening digital skill gaps, and an ageing donor base, all while being expected to do more with less. There was no clear, unified picture of how charities across different sizes were adapting their fundraising strategies in this environment.
Qualitative Research Across the Charity Spectrum
The Editorial Institute conducted 31 in-depth interviews with senior charity executives and board members across small, medium, and large UK charities between January and March 2026. Respondents spanned a diverse range of cause areas and organisational sizes, capturing perspectives from CEOs, Fundraising Directors, Digital Leads, and Board Trustees, providing a 360° view of operational challenges, digital fundraising maturity, AI adoption, and engagement with platforms like PayPal Giving Fund.
A Blueprint for Smarter Partnerships
The research revealed that 90% of charities use online platforms for digital fundraising, yet the average digital capability score was just 5.6 out of 10. Competition with other charities was identified as the single biggest operational challenge (29%), while engagement with PayPal Giving Fund averaged a satisfaction score of 5.9, highlighting clear opportunities to deepen platform value and strategic support.
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