2024: Our predictions for the Charity Sector

17th January 2024
Will Pringle
Partner & Head of Practice

As we step into 2024, the charitable landscape undergoes a transformative journey, marked by technological advancements, evolving societal priorities, innovative approaches and the need for stronger relationships with supporters. Will Pringle, Partner & Head of our Charity, Arts, Culture & Heritage Practice, details his thoughts on what he thinks are some of the key trends and challenges for the sector in 2024.


Fundraising Trends:

Charities are expected to embrace novel technologies such as artificial intelligence (A.I.) and gaming for good, and provide flexible giving options to counter the lack of funding due to the cost-of giving crisis.


Donation Patterns:

There is a trend of “fewer people giving more,” with the rise in total donations in 2022 attributed to donors increasing the amount they gave to charity, rather than a higher number of people donating


Economic Impact:

The charity sector is facing a cost-of-living crisis, which has led to a reduction in donations and increased demand for services, posing challenges to the sector’s resilience.


Technology and Data:

Charities are urged to get serious about AI, as technology’s influence on the sector is set to increase, especially around the use of artificial intelligence and data.


Staffing and Resourcing:

Charities are experiencing a staffing crisis, with struggles to recruit staff and concerns about their ability to survive due to rising costs and falling income.


Adaptation and Innovation:

It will be vital for organizations to adapt to these changes and continue to innovate in order to remain successful.


In summary, the charity sector in the UK is facing significant challenges due to the cost-of-living crisis, changing donation patterns, and the need to adapt to new technologies. Charities are expected to embrace innovation and flexibility in fundraising to navigate these challenges and remain resilient.


If you wish to further discuss any of the topics covered in this article or have a conversation about increasing the senior fundraising or leadership capability within your Charitable organisation then please contact Will Pringle.

Categories: Not for Profit