New Pan European Non-profit Pulse Report 2024 reveals how fundraisers are facing greatest challenges head on.
Non-profits across Europe are doing more with less amid a perfect storm of rising service demand, increasing workload, and squeezed income, according to the latest annual Non-profit Pulse report, by the European Fundraising Association in partnership with the UK’s Chartered Institute of Fundraising and Salesforce.
Workload, raising sufficient funds, and supporting staff and their wellbeing are the biggest challenges, with just 6% of respondents unaffected by the cost of living crisis, and a fifth (20%) concerned about the future.
Once again facing their challenges head on, many non-profits are responding by seizing the opportunities available to them – from advances in technology and AI to greater collaboration between organisations.
Based on a survey of 671 senior representatives of non-profit organisations from 20 nations across Europe in November 2023, the report tracks change, examining the impact of the ongoing economic crisis and how non-profits are responding.
For the first time, it includes a focus on how non-profits are using AI, or plan to, and their view on its opportunities and the challenges around its use. Also included are recommendations for getting started with AI, and commentary on this and other key report findings from fundraising experts.
The key findings
Easing of pressure but biggest challenges remain
2023’s survey suggests some easing of pressure from 2022 with percentages dropping in many areas, however:
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28% of those surveyed saw demand for services increase, while 28% saw income from donations fall, and 26% experienced a drop in supporter numbers.
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20% had to use their reserves, while 28% let staff go, and workload along with staff wellbeing were key issues for 37% and 26% respectively.
Sector’s response to challenges
In response to the challenges 2023 saw fundraising strategy remain unchanged for just 8% of non-profits with the vast majority responding through a variety of means:
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Almost a quarter (23%) focused on further digital development and channel diversification.
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Collaboration was mentioned for the first time since tracking began in 2015 as a top area of focus, with 22% working more with other non-profits.
Fundraising: in-person activity reignites alongside further growth in digital
Reliance on digital continued to grow in 2023 for Europe’s nonprofits and their donors:
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19% acquired more supporters through social media and 17% through online events.
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The most popular channels for fundraising and engagement were social media (51% of respondents), website (47%), email (46%). At the same time, in-person activity rose with F2F the fourth most popular channel (39%).
Focus on AI
Gauging non-profits’ current sentiments on using AI, the research found:
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13% were excited and already using AI, and 22% ‘optimistic but cautious’, while 15% said they didn’t see their organisation using AI at all.
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Key concerns for both Generative and Predictive AI were data security and privacy, loss of human expertise and job displacement.
The nonprofit sector is currently facing its biggest collective set of opportunities, challenges and risks in our lifetime. It’s a perfect storm of rising demand, growing workload and squeezed income that means together, as a sector, we must answer the big question of how we can all do more with less. One of the most exciting areas of opportunity has to be in new technologies and AI, which is a critical lever of change that we cannot ignore.
Rob Cope, executive director, membership and operations, Chartered Institute of Fundraising
Our response to the Report
2023 presented economical challenges to charities not just across the UK, but Europe-wide. The recently published Nonprofit Pulse 2024: Tracking change in Europe and the development of AI report, produced by the European Fundraising Association (EFA) and the Chartered Institute of Fundraising, in partnership with Salesforce, has highlighted the changing landscapes for European non-profits, alongside some of the key challenges and opportunities the sector is facing.
The report explores the impact the continued cost of living crisis is having, and the challenges this is presenting to charities across Europe, changing strategies and fundraising models, and the future of advanced technology across the sector.
Big Challenges
Of the 671 nonprofit organisations that responded to the survey 28% reported an increase in the demand for services – while 28% also reported a decrease in donations received. More than a quarter saw a drop in the number of individual donors, and workload and staff wellbeing for were issues for 37% and 26% respectively.
Currently the nonprofit sector is facing its biggest collective set of opportunities, challenges and risks for a long time. There is rising demand, growing workload, and a squeezed income – the perfect storm. How do we weather this storm? As a sector we must answer the big question of how we can all do more, with less.
Technology and how to incorporate AI in to fundraising
Innovation and technology could be a driving force as we look to grow giving in 2024, with AI playing a role in some shape or form. While many, understandably, feel the need to know more, some organisations are already utilising AI tools, with others actively considering the role it will play in their fundraising going forwards.
The Chartered Institute is undertaking its own research into growing giving – and breaking down barriers to innovation is proving to be a key theme. We are also exploring the next steps in the use of AI in fundraising – how it can support staff and organisations, spot data trends, identify opportunities to generate content, and retain supporters among many other things. It is an exciting opportunity to develop in the future of fundraising, and potentially a tool that future fundraisers will wonder how we ever lived without.
Finally – what’s interesting in this report, is that despite living in an increasingly digital age, face-to-face fundraising remains popular. Engagement is continuing to grow across websites and social platforms, but the traditional model of face-to-face is still viewed as one of the most effective and valuable models of fundraising, with in-person activity landing in fourth place among the most popular channels to fundraise – behind social media, websites and email.
The full report and its findings can be downloaded for free. A webinar panel discussion on the findings will follow in May with details to be announced.