Revealed to around 1000 fundraisers at the CIOF’s annual Fundraising Convention, the ten-year strategy lays out a comprehensive roadmap for transforming the fundraising landscape across the UK.
The new strategy, which will begin in January 2026, is built on four key pillars, which are:
- Attracting, retaining and nurturing fundraising talent – with widespread staffing shortages and a lack of diversity in the profession, the CIOF aims to make fundraising a more attractive and sustainable career. Initiatives will include creating accessible career pathways, expanding training and certification opportunities, and launching new mentorship programmes to nurture early-career fundraisers.
- Changing perceptions of fundraising – fundraising is frequently misunderstood and underfunded. The CIOF will lead a sector-wide effort to reframe the narrative, educate key stakeholders (including charity boards and policymakers) and advocate for renewed investment in fundraising, with a goal to measurably increase the value and understanding of fundraisers’ contributions within a decade.
- Driving excellent fundraising practice, setting standards, ethics and guidance – to protect and grow public confidence, the CIOF will strengthen ethical standards, guidance and training in partnership with sector regulators. By embedding high standards across the profession, fundraisers will be better equipped to deliver a more positive supporter experience.
- Fostering a culture that inspires more people to give – with the percentage of people donating on the decline, CIOF is working to reverse the trend by making it easier, clearer and more inspiring to give. The CIOF will seek to reduce barriers to giving and improve understanding of how even the smallest of donations can make a difference.
Demand for services remains at an all-time high, while resources and funding are dwindling, and staff wellbeing has become a major concern – Katie Docherty, chief executive of the Chartered Institute of Fundraising said the need for change has never been more urgent – but is clear that the CIOF needs the expertise and skills of its members to make this a reality.
She added: “We are at a critical juncture – we need to take action now. I have been a fundraiser for almost 25 years, and I have seen all of this firsthand throughout my career. It can’t continue. Fundraisers are burning out. Charities are facing recruitment challenges. And every day we do what we can to help those who need us. Fundraising is not just a means to an end – it’s a profession that needs to be valued, supported and seen as absolutely essential to the delivery of charitable missions – and fundraisers can be the bridge between generosity and impact, turning resources into positive change.
“This is more than just a Chartered Institute of Fundraising movement. We need fundraisers and charities to join us on this journey – we need your help to enable us to shape a stronger, more positive future for fundraising. This is just the beginning, and I am excited about what we can achieve together.”
Harpreet Kondel, chair of the Chartered Institute of Fundraising, said: “I am so passionate above driving forward this need for change. In the thirty years I have been involved in fundraising we have moved forward – of course we have – but not enough. More needs to be done and I am truly excited about the work the CIOF has planned to achieve its purpose in the coming years. I am proud to play my part in this next chapter, and I hope my fellow fundraisers are too.”