Appco UK shares how charity fundraising will change in 2025

For more than 25 years, Appco UK has been at the forefront of the charity fundraising sector, investing in innovative approaches and an unwavering commitment to excellence. Its ability to adapt and evolve quickly has been central to its success, and as it looks to the future, continuing to leverage technology will be its greatest asset in remaining ahead of the competition and strengthening trust with partnerships within its network.

With the demand for face-to-face fundraising growing considerably post COVID-19, and now with the cost of living rising along with inflation, more charities than ever value the long-term sustainability of what this fundraising channel can offer. When many other channels paused during the pandemic, regular donations were the gift that kept on giving. As a result, it has now become a vital part of more charities’ long-term strategies.

By embracing tools and platforms, Appco UK takes some guesswork out of a landscape that shifts rapidly and ensures any projects requiring funding have the necessary strategies to get off the ground. Whether streamlining processes, enhancing donor engagement, or providing actionable insights through data, the way charity fundraising is changing, two trends are emerging:

People value face-to-face engagements with the added benefits and ease of digital tools.
Charities want data-driven strategies to support smarter decision-making.

Appco UK shares the key trends shaping the future of fundraising, supported by research and insights from industry leaders in the UK and beyond.

Harnessing the power of data

One aspect that sets Appco UK apart from other donor acquisition companies and ensures the satisfaction of charity partners is the ability to draw from decades of data to spot trends, anticipate challenges and adjust accordingly.

The potential lies in:

Personalisation: Donors are likelier to give when campaigns align with their interests, values and capabilities. Digital tools can analyse donor data to better understand the demographic of donors they are reaching.
Predictive analytics: By analysing historical data, charities can predict donor behaviour, identify potential supporters, and determine the most effective campaign strategies.
Informed decision-making: Digital record-keeping offers the ability to process vast amounts of data to pull from when making strategic decisions during times of crisis. During the COVID-19 pandemic, this capability proved invaluable, allowing Appco’s charity partners to identify trends and maintain many of their regular donors despite challenging circumstances.
Ongoing monitoring tools: Giving real-time data to all stakeholders.

Adapting to evolving donor expectations

Over the past few years, charities have become more focused on understanding and meeting donor expectations and how this can be achieved. The modern-day donor values transparency, personalised experiences, and the ability to see a tangible impact from their contributions.

By adopting a proactive approach to investing in new technology, Appco UK has uniquely positioned itself to assist with territory profiling in both door-to-door collections and private site setups, ensuring brand ambassadors can engage with the right donors in the right places across both channels.

This is where charities and organisations should ask themselves if they are using all the tools available to them that will help keep this conversation going and build trust.

Appco UK has embraced being a frontrunner in embracing technology to enhance its campaigns. From the beginning, Appco UK has been among the early adopters who transitioned from paper pledge forms to iPads, streamlining the sign-up process and improving security and efficiency for clients and donors.

Mark Cox, Appco UK’s head of business development and innovation, highlights the importance of staying agile in this industry: “We’re always looking for new ways to help our charity clients raise awareness and engage potential donors. Adopting new technology is a big part of that.”

Maintaining the human element in a digital world

While adopting new digital strategies can often take precedence, face-to-face fundraising remains a cornerstone for many charities. A study by the Event Marketing Institute found that 65 per cent of people say that product demos and live events helped them understand the product better than any other advertising method. Interactions that happen in person build trust and allow ambassadors to convey their passion directly to potential donors.

Some ways Appco UK has adopted technology to enhance its campaigns include:

Transitioning from paper pledge forms to iPads, they have streamlined the sign-up process, improving security and efficiency
Online portals where charity partners can view real-time donor sign-ups
An all-in-one digital platform that bridges the gap between brand ambassadors, donors and charities
Feedback systems go through automated workflows to ensure issues are identified, escalated, and resolved faster

A bigger and better year ahead

In 2025, Appco UK looks to continue using data and technology to mitigate risks for its charity partners and implement new ways of working that enhance long-term strategies and keep driving return on investments.

Ongoing communication, creating consistency that grows trust with valuable donors, and asking how tech can play a more significant role moving forward are just some conversations happening at Appco UK this year.

By leveraging data effectively and embracing innovation, organisations can find new ways to inspire a new generation of donors to support their vital work. The future of fundraising lies in adaptability and collaboration, ensuring that charities can continue to make a difference in the communities they serve.