Positive fundraising experiences help build future support for charities, new research finds

New research from the Fundraising Regulator shows encouraging improvements in the public’s perceptions of charitable fundraising, whilst highlighting the link between positive experiences and increased support for charities.  

The independent research, conducted by Opinium of a nationally representative sample of 3,018 UK adults between 6 -20 May 2026 provides an updated picture of public experience and perceptions of charitable fundraising and compares changes since the Fundraising Regulator’s previous research in 2023. It explores public trust, awareness of the Fundraising Regulator, and attitudes towards a range of fundraising methods.

The findings show that almost two-thirds (64%) of people who experienced charitable fundraising have had a positive experience supporting charities over the past 12 months, with those respondents more likely to say they would support charities again in the future.

For the second time, the research found door to door fundraising was the method people were least comfortable with and for which they reported the most negative experiences. However, there have been encouraging improvements in this area since the 2023 research, suggesting that the sector’s continued efforts to improve fundraising practice is having a positive impact.  

Experience of public fundraising - such as fundraising on the street or in a supermarket - has also improved since the previous research. In 2023, respondents were more likely to report a negative than a positive experience of public fundraising. The latest findings show that this position has reversed, with people now more likely to report a positive (42%) experience than a negative one (31%).  

The findings underline the importance of charities continuing to invest in training, oversight and monitoring to ensure fundraising meets the public’s expectations. They build on the Fundraising Regulator’s work to improve fundraising standards across the sector, including its market inquiry into the use of subcontracting in face-to-face fundraising by charities and fundraising agencies.  

The research also demonstrates the value of the Fundraising Regulator’s badge in helping build public confidence. Almost one in five (17%) of respondents said they had seen the Fundraising Badge in the past 12 months. Nearly half (45%) said they would be more likely to donate to a charity displaying the Fundraising Regulator badge, highlighting the role it plays in reassuring donors that a charity is committed to high fundraising standards.

Paul Winyard, Head of Policy at the Fundraising Regulator, said:

“Fundraising is often the charity sector's ‘shop window’ for the public, with every interaction an opportunity to build trust and inspire support. These findings show that when people have a positive fundraising experience, they are far more likely to continue supporting charities in the future. It's encouraging to see improvements in the public’s experience of fundraising, particularly in areas that have historically attracted less favourable attention. That reflects the hard work and commitment the sector has shown to raising standards. This progress is to be applauded, but as we can see from the research, there is more work to be done. Charities must continue to invest in strong oversight, effective training and responsible fundraising practices so the public can give with confidence and charities can continue to thrive.”