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 free summary!

Before the full launch, you can access a free edition of the report containing:

The executive summary + the eleven key trends shaping the 2026 market.

It's designed to give you a concise view of the findings and the forces changing UK fundraising.

The summary is available free of charge. The full report will be available from 9 September.

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.