Predictions for Fundraising and Insights in 2026

As we step into 2026, the fundraising landscape continues to evolve. The pressures of rising costs, shifting donor behaviours, and AI advancement are shifting how charities connect with supporters. Here are some of our predictions for what the year ahead holds. But also, please burn after reading on the off chance none of them actually happen…

1. Acquisition Will be Tough, But That’s Driving Innovation

Acquisition CPAs will remain higher than charities are used to. A scatter gun approach to acquisition won’t work anymore. But this pressure will force genuine innovation. We’re seeing charities refine their acquisition offerings, experiment with new products (think new sponsorship models, more value exchange, gamified giving, and adaptations of the Omaze prize draw format – look at what The French charity Alzheimer’s Research Foundation are doing raffling Picasso’s 1941 portrait), and invest in better forecasting to build smarter business cases.

The charities that thrive in 2026 won’t be those throwing money at volume; they’ll be the ones who’ve taken the time to understand what actually works, who their audience is and can track results with confidence.

2. People Are Still Giving, Just Differently

CAF’s figures consistently show that overall giving levels remain remarkably stable year on year. What is changing is how people give. New demographics are engaging with charities through new channels, and existing donors are adopting new methods faster than ever before.

The Big Give’s Christmas 2025 campaign is a good example: a 30% increase in donations year-on-year, driven by match-funding and project-specific giving. While some organisations saw mixed Q4 results, this success story highlights how understanding and adapting to changing donor behaviour is becoming essential. The charities measuring and responding to these shifts will be the ones capturing that generosity.Sequoia have overcome these challenges by creating a standard framework for measuring engagement which we hope can become a common language within and across charities and departments. Importantly this includes measures which can be applied across all kinds of activity so that a full view on an individual’s engagement with your charity can be assessed.

3. Retention and Supporter Journeys Might Finally Get The Attention They Deserve

We’ve been banging the drum on supporter journeys for years, and while I’m not expecting seismic shifts overnight, 2026 feels different. There’s a growing recognition that welcome journeys alone aren’t enough. Expect to see more charities developing lapsing journeys, experimenting with thank-you calls, and genuinely thinking about the supporter experience beyond that first donation.

This matters even more now that soft opt-in rules will make supporter contact easier. More charities emailing supporters means more crowded inboxes. Cutting through with timely, relevant communications isn’t just nice to have, it’s essential.

4. Personalisation Will Be Make or Break for Trust

AI is unlocking personalisation at scale, and supporters are starting to expect it. We’ve already seen examples of charities using data to create truly individualised copy for each recipient and the tools to do this are becoming more accessible by the day.

But here’s the catch: get it right, and you build trust. Get it wrong, and you erode it. There’s very little middle ground. And with AI increasingly summarising content on the reader’s side (think email previews and smart summaries), how personalisation and brevity work together will be a key testing ground in 2026.

5. Telemarketing is Making a Comeback

As soft opt-in changes prompt charities to revisit their consent frameworks, many are rediscovering phone as a viable channel for reaching more supporters. Coupled with innovations in two-step acquisition and supporter experience telemarketing has a bigger role to play than it’s had in years.

But this won’t be the call centre of old. AI is making scripts more dynamic and effective, while new technology can help reduce the overheads of training and call monitoring. Telemarketing in 2026 will be smarter, more integrated into supporter journeys, and crucial for new product delivery.

6. AI Will Mature Beyond ChatGPT

Most fundraisers have dabbled with ChatGPT by now, using it informally to draft copy, brainstorm ideas, or speed up their workflow. But 2026 is the year AI starts to be truly embedded. Charity-specific AI products are emerging, CRM integrations are becoming more sophisticated, and email providers are building in AI-powered insights as standard.

We’re also seeing more experimental uses, from virtual supporters created by organisations like Amnesty Argentina to predictive models from platforms like Dataro informing selection strategies now being common. The charities that learn to use these tools well will have a significant edge. But learning to use them properly is key. Buying some AI is not a silver bullet.

7. Long-Term KPIs Will Become Essential

All of these changes point to one thing: we need better ways to measure success. Simple campaign metrics won’t cut it when you’re trying to evaluate the impact of improved supporter journeys, AI adoption, or personalisation strategies.

Expect to see more charities adopting engagement scores and loyalty measures, tools that track progress over time and enable meaningful testing of long-term initiatives. The shift from campaign thinking to relationship thinking requires a shift in how we define and measure success.

Looking Ahead

2026 is shaping up to be a year where data, technology, and supporter experience get more investment to keep up with how other sectors are using them. Importantly that investment needs to be joined up and supported by a strategy that takes all three aspects in to account. Investment in one without the others won’t give charities the value they need. The charities that succeed will be those that embrace innovation while staying focused on what actually moves the needle. Measuring the right things and using the tools that are available has always been true, but with new tools and different measures – it has never been more important to get that right.

Get in touch to chat over what 2026 looks like for you and how we can help make it a great year ahead

2026 predictions