AAW’s Fundraising Benchmark Challenge – The Results Are In
Last week, AAW put the sector to the test.
Our Fundraising Benchmark Challenge, hosted by our quiz master Deniz Hassan, asked a series of simple (and not-so-simple) questions based on real benchmarking data. Hundreds of fundraisers, leaders and sector professionals took part - we think it’s a future quiz show in the making!
The aim was straightforward: to see how perception stacks up against reality when it comes to fundraising performance.
As ever, the results revealed a mix of sharp insight, a few surprises and the occasional reminder that what we think we know about fundraising doesn’t always match the data.
So, what did the sector get right? Let’s take a look.
Question 1: The one everyone mostly got right
Question: From the 2025 benchmarking report, which fundraising area brings in the highest average income per staff member (FTE)?
What you said:
A) Major Donor Fundraising – 11%
B) Trust & Foundation Grants – 20%
C) Legacy Fundraising – 66%
D) Corporate Partnerships – 4%
The answer is C - Legacy Fundraising. A strong start, with the majority landing on the correct answer.
Legacies continue to be the quiet powerhouse of fundraising. While major donor and trust teams are vital for building relationships and securing significant income, the scale of return in legacy fundraising stands apart.
Our 2025 data shows legacy fundraisers generating an average of £2.7m per FTE, compared to around £600k for trusts. The more interesting question is not whether this is surprising, but whether organisational structures reflect it.
Question 2: Scale matters… more than we might like to admit
Question: On average, how much income does a single fundraiser in a £100m+ charity generate compared to one in a £10m charity?
What you said:
A) Roughly the same – 40%
B) Double the income – 28%
C) 3x the income – 28%
D) 5x the income – 4%
The answer is C: 3x the income. This is where perception and reality start to diverge.
The most popular answer was “roughly the same”, suggesting many in the sector see fundraising performance as relatively consistent regardless of organisational size. In practice, the data tells a different story.
Fundraisers in the UK’s largest charities generate around £900k per FTE, compared to £300k in organisations under £10m. Scale brings advantages - from brand recognition and resources to infrastructure and investment - that materially impact fundraising performance.
Question 3: The legacy conundrum
Question: Legacies account for 34% of voluntary income for large UK charities. What percentage of total fundraising spend do they receive?
What you said:
A) 10% – 87%
B) Roughly 25% – 7%
C) Over 40% – 4%
D) Over 55% – 2%
The correct answer is A: 10%. Despite legacies contributing over a third of voluntary income, they only receive 10% of total fundraising investment.
It’s a stark reminder that sometimes the areas with the highest return on investment aren’t always receiving the resources they deserve. For fundraisers and leaders, it raises the obvious question: are we under-investing in one of the most profitable streams available?
Question 4: Major Donors – not as easy as they look
Question: True or False - Most charities with dedicated Major Donor teams secured a six-figure gift (£100k+) last year.
What you said:
A) True – 44%
B) False – 56%
The correct answer is B: False. Despite nearly half of you thinking otherwise, the reality is that most charities with major gift teams did not secure a single six-figure gift in 2025.
Major giving is being driven by a small number of very large partnerships, meaning that success in this area is concentrated rather than widespread. For teams across the sector, it’s a reminder that a major donor pipeline needs time, focus and the right strategic approach - and that averages can mask a lot of variance.
Question 5: Digital is on the rise, but does tradition still rule?
Question: What percentage of new regular donors were recruited via digital channels in 2024/25?
A) 55% - 27%
B) 40% - 15%
C) 21% - 33%
D: 10% - 24%
The correct answer is C: 21%. Digital fundraising is growing fast, but when it comes to regular giving, Direct Dialogue still dominates, accounting for 65% of new recruits.
That said, digital is now responsible for around half of all new cash donors, showing its increasing importance in acquisition strategies.
The key takeaway? A balanced acquisition mix matters. Are your campaigns weighted toward the channels that deliver both reach and revenue, or is there room to rebalance and make the most of digital’s potential?
Wrapping Up: Ready for the 2026 Challenge?
And that’s a wrap! Over the week, hundreds of fundraisers and charity professionals joined in, tested their instincts against the data and got a few surprises along the way.
If this week has shown anything, it’s that real data beats gut feeling every time, and there’s always room to learn, adapt, and sharpen your strategy.
Fancy seeing how your charity measures up? Don’t wait until next year - take part in the 2026 Fundraising Benchmarking questionnaire and get insights that could transform the way you plan, pitch and grow your fundraising.
After all, knowledge is power… and a little friendly competition never hurt anyone.