UK Fundraising Market Report 2026
A clearer picture of the UK fundraising market
There is plenty of data on charity fundraising in the UK. What has been harder to find is a clear, consolidated picture of what it all means.
The UK Fundraising Market 2026 Report brings together AAW's own fundraising intelligence, benchmarking and review work with publicly available data to examine the market as it stands today: where income comes from, where it is growing, where pressure is building and how opportunity is being distributed.
For fundraising and charity leaders making decisions about income, investment and future growth, having a clear view of the market matters.
What is changing?
The latest evidence points to a fundraising market under pressure, with significant differences between channels and cause areas.
Individual giving has fallen. The donor base continues to contract. Legacy income remains a major source of income for many charities. Meanwhile, lotteries, mass-participation events, major gifts and faith-based giving are creating opportunities, often concentrated among particular organisations and audiences.
The headline figures only tell part of the story. The report brings the evidence together to help make sense of the bigger picture.
What the report explores
The report examines 22 areas of the UK fundraising market, including:
Individual giving and the changing donor base
Legacy income and its future potential
Charity lotteries
Major gifts and philanthropic giving
Mass-participation fundraising
Charity retail
Faith-based giving
Trusts and foundations
Corporate giving
The changing fundraising environment and the forces shaping it
Get your copy!
We hope you find the report useful for your organisation. Please note that the charity and non-charity versions contain exactly the same content. The difference in price simply reflects the type of organisation purchasing the report. You can also fill in the form below to explore the free summary edition, which provides a teaser of what to expect.
Understand the forces shaping the UK fundraising market with AAW Group’s UK Fundraising Market 2026 Report.
Drawing on AAW’s proprietary fundraising intelligence alongside publicly available data, the report brings together evidence from across the sector to provide a clearer picture of where fundraising income comes from, where pressure is building and where growth is emerging.
Explore the trends shaping individual giving, legacies, charity lotteries, major gifts, mass participation, charity retail and faith-based giving, and gain a clearer view of the opportunities and challenges facing charity leaders in 2026.
Understand the forces shaping the UK fundraising market with AAW Group’s UK Fundraising Market 2026 Report.
Drawing on AAW’s proprietary fundraising intelligence alongside publicly available data, the report brings together evidence from across the sector to provide a clearer picture of where fundraising income comes from, where pressure is building and where growth is emerging.
Explore the trends shaping individual giving, legacies, charity lotteries, major gifts, mass participation, charity retail and faith-based giving, and gain a clearer view of the opportunities and challenges facing charity leaders in 2026.
About AAW
The AAW Group (AAW) is a global consultancy and search practice with a highly distinguished track record in not-for-profit leadership.
AAW’s benchmarking services include developing a range of sector reviews and benchmarks, individual charity performance benchmarking and overall Fundraising Benchmarks in collaboration with the Chartered Institute of Fundraising.
AAW provides consultancy support for non-profits of all cause areas internationally. Since 2016 we have supported hundreds of charities and non-profits with fundraising, marketing and income generation reviews, strategy and major appeal development, developing and delivering organisational design, new market strategies, new product development and data, digital and technology support.