Digital Agency for Third Sector
Digital Agency for Third Sector
Nearly two in five donors say they only give when directly asked, or when personally moved by an appeal.
And times are tough. In 2026, six million fewer people donated to charity than a decade ago (CAF). Total UK donations fell by over a £billion – the first year-on-year decline since 2021. The donors who remain are giving less on average.
The habit of giving to charity is weakening.
Generosity has become conditional, selective and fragile. Charities can no longer rely on goodwill; they must build the case for giving, earn the trust that converts a potential supporter into an actual one, and then work hard to keep them.
That isn’t a CRO problem. It isn’t a messaging problem. It isn’t a CRM problem. It’s all of those things, and more.
With six million fewer donors in the pool, the charities that grow income in this environment will be the ones that do two things well: they make themselves worth supporting, and they make supporting them easy.
The first part is about brand clarity, content and communications; are people finding you? Do they understand what you do and why it matters? Does your digital presence build the kind of trust that makes someone think yes, I want to give to them? The CAF data is unambiguous here: donors with high trust give on average more than twice as much as those with low trust, and are significantly more likely to give at all. Trust isn’t a soft metric.
It’s an income driver.
The second part is about the mechanics; donation flows, campaign pages, stewardship sequences, CRM, data.
Are you making it easy for someone who’s ready to give to go through with it?
Are you making them feel good about having done it?
Are you giving them reasons to come back?
Neither part works without the other. A frictionless donation page means nothing if nobody knows about you, cares, or trusts you enough to reach it. Perfect brand communications mean nothing if the donate button leads somewhere with complex forms that don’t work well on mobile. Your visitors will leave before they complete.
This is the work. All of it, in the right sequence.
We start with where your income is being made, where it is being lost, and what is getting in the way. That means looking at the whole picture, not just the donation form in isolation.
Does your positioning speak to someone who does not yet give to you, not just the one who already does?
Are the right people finding you at the right moments: search, social, email, word of mouth?
Where do people drop off? What is the mobile completion rate? Is Gift Aid explained in a way that helps, not hinders?
What happens after someone gives? The sector loses income from people who gave once and were never given a good reason to come back.
Does your CRM reflect reality? Without clean, connected data, every other improvement is harder to sustain and harder to prove.
The donors most likely to give today are those who already trust you.
The question is whether your digital presence is building that trust, turning more people into supporters, or letting them slip away.
This work is for fundraising teams who know income needs to grow and suspect (or know) that the digital foundations aren’t where they need to be. You might be running appeals and campaigns that perform inconsistently. You may not which campaigns are performing best. You might have a donation flow that hasn’t been properly reviewed in years. You might have a CRM full of data you don’t quite trust.
We offer two ways to start:
A focused review of your key income journeys, donation forms, campaign pages, stewardship sequences and data flows, with a prioritised list of what to fix and why. Fast to commission, practical in output, designed to show value quickly.
If you’d rather start with a conversation about where you are and what’s getting in the way, we’re easy to talk to. No pitch, no deck, no obligation – just a useful 30 minutes.
Raising more is harder when your data is fragmented, your tools aren’t connected, or you’re rebuilding the same spreadsheet every month. → Make your data usable
And if the people most likely to support you can’t find you — or find you but don’t trust what they see — the best donation journey in the world will underperform. → Reach more. Be there when it matters.