2. Why is fundraising so important?
A successful fundraising programme can change a charity’s future.
It can secure the resources that your charity needs to deliver its mission and increase its impact, while establishing long-term supporter relationships.
Ultimately, it can enable a sustainable future for your organisation, its services and beneficiaries.

3. "Getting fundraising right is vital to the reputation of your charity
"Getting fundraising right is vital to the reputation of your charity. It’s one of the key drivers of public trust and confidence in charities." Sarah Atkinson, Director of Policy and Communications – Charity Commission

4. What do you need to do?
Every charity and trustee’s role is different, but all trustees will need to take an active interest in their charity’s fundraising programme, which includes:
Agreeing a sustainable fundraising strategy, considering both opportunities and risks
Ensuring the charity complies with best practice, always treating supporters fairly and with respect
Setting clear policies defining the organisation's approach to sensitive issues
Instilling an open and accountable approach, handling any complaints appropriately

5. What do you need to know about fundraising?
While you may not need to be a fundraising expert, you do need to know that it is being done properly and that means legally, responsibly and ethically.
Will your fundraising strategy secure a sustainable future and enable the organisation to achieve its objectives?
Are your fundraising activities in keeping with the purpose, values and culture of the charity?
What are the opportunities and risks?
What does this mean for you?

6. What it means to fundraise legally
Check that your charity complies with fundraising regulations, including:
Self-regulation of fundraising – charities registered in England and Wales are required to maintain best practice. Register your charity with the Fundraising Regulator.
Statutory laws enforced by the Charity Commission in England and Wales, Charity Commission Northern Ireland and Scottish Charities Regulator.
Non-sector legislation – e.g. data protection regulations (Information Commissioner’s Office) and lotteries (Gambling Commission).
All these rules are summarised in the Code of Fundraising Practice. Find out more at

7. What it means to fundraise responsibly
There may be an urgent need for funds, but never lose sight of the need for a responsible, ethical approach.
Look at your fundraising activities from your supporters’ perspective – how will it make them feel, how are they likely to react?
Treat all supporters fairly and with respect.
Ensure that your fundraisers act appropriately when dealing with potentially vulnerable people.
Review and adapt – consider changes to the broader social / economic / political landscape, as well as fundraising regulations and updates to best practice, reflecting this in your ongoing fundraising planning.

8. What it means to fundraise ethically
Make sure you follow best practice, always being legal, open, honest and respectful. Take care to:
Avoid conflicts of interest with regard to acceptance/refusal of donations
Ensure that all charity funds are used appropriately
Always be clear about fundraising costs
Treat donor data responsibly
Have an agreement for all working with third parties
Include relevant information about fundraising in your annual return

9. How to plan for a sustainable future
Make sure you have a long-term, clear and realistic fundraising strategy
Know who manages and delivers your fundraising; staff, volunteers or third parties
Monitor your fundraising activity, identifying what has worked and what hasn't
Regularly review and assess risks, setting policies for any potentially difficult or sensitive situations (eg acceptance / refusal of donations, protecting the vulnerable)
Invest in fundraising, ensuring your fundraisers have the right level of resources and training

10. "A trustee should champion fundraising across the organisation, enabling all staff to have the confidence and knowledge to inspire potential donors." Rob Cope – Trustee, Relief International

11. Is your fundraising strategy sustainable?
Consider the following questions:
What resources do we need to meet these plans?
What methods / campaigns do we rely on – is the mix appropriate?
What activities have been most successful / what are we most dependent on?
How much is restricted income and how much is unrestricted?
Do our fundraising and finance strategies line up?
Is the cost to income ratio acceptable?
Will these activities enable us to meet our fundraising goals – short or long term?

12. Make sure your fundraising approach fits
With the ability to see the bigger picture, you are best placed to ensure that the fundraising approach is in keeping with the purpose, values and culture of the charity.
Look at the rules set out in the charity’s governing document and make sure you stay true to your charity’s objectives.
Ask yourself if the fundraising approach and methods used reflect the values of the charity
Ensure that fundraising activities are in keeping with the organisational culture and, vice versa, that the culture is one that recognises and champions good fundraising

13. Weighing up the opportunities and risks
Encourage your fundraisers to be innovative but not reckless – they should always consider the risks (both financial and reputational)
If you have any high cost fundraising activities, know why this is and what is the likely return
Have a clear complaints policy, with oversight of any areas of common concerns
Don’t spread yourself too thin – where possible, have a diversified range of fundraising activities
When making difficult decisions, ensure that the decision you have reached is something that you, your board colleagues, staff and volunteers would be willing to stand up for.

14. Help your charity achieve its fundraising potential
Make sure that fundraising is an organisational priority, tabled at every board meeting
Promote a culture where everyone understands the importance and impact of good fundraising
Contribute objectively to fundraising plans, strategy and risk management
Support fundraising staff, volunteers and others in their role, ensuring they are sufficiently resourced
Offer your professional skill, expertise and contacts to guide approaches to new markets, talking to your own contacts and networks about the charity's work, sharing your enthusiasm

15. Our 5 Golden Rules
Everything begins with a strategy - have a clear fundraising strategy and ensure it is integrated into your overall strategic planning
Think long term - ensure sustainable planning is at the heart of your fundraising
Do the right thing - always consider the legal and ethical implications of your fundraising
Don’t put all your eggs in one basket - where possible, diversify your fundraising strategy
Play your part - what can you do to ensure that your organisation’s fundraising achieves its potential?

16. You can download our free Trustees and Fundraising Handbook and access further resources and useful links at: