Shaping the Future of Fundraising: A View from the Table

It’s easy to get immersed in the pace of fundraising. Campaigns moving quickly, conversations happening daily, the industry changing, teams focused on delivering impact in the moment. Every so often though, it’s important to step back and look at the bigger picture.

Where the sector is heading, how it’s evolving, and who is helping to shape that direction.

That’s something we’ve been reflecting on recently at Zen, particularly through Naomi’s role as a trustee with the Chartered Institute of Fundraising.

The Chartered Institute of Fundraising plays an important role within the sector. It acts as the professional body for fundraising in the UK, supporting individuals and organisations through education, development and shared standards. It also creates space for fundraisers across different disciplines to come together and contribute to the future of the profession.

Its influence has grown over time alongside the sector itself. As fundraising has become more sophisticated, more visible, and more essential to the work of charities, there’s been a clear need for guidance, structure, and a collective voice. The Institute helps provide that, championing best practice while encouraging ongoing learning and collaboration.

Naomi joined the board of trustees in September 2025, following an application process that reflects the Institute’s commitment to bringing in a diverse range of experience. Roles are typically advertised to members, with a focus on individuals who can contribute expertise in areas such as fundraising, governance, and strategy. Trustees are there to guide the organisation’s vision, so there’s a strong emphasis on leadership, perspective, and a genuine commitment to the sector.

Reflecting on her journey so far, Naomi shared:

“It’s been a hugely rewarding experience so far having the opportunity to contribute more strategically to the future of our sector, and to be part of conversations that genuinely shape where fundraising goes next.”

That sense of perspective is something that stands out. Moving beyond day-to-day delivery and into a more strategic space offers a different lens on the challenges and opportunities the sector is facing.

A key focus for Naomi has been ensuring that public fundraising, and particularly face-to-face, is represented in those conversations.

“It remains one of the most powerful ways we connect people to causes, yet it’s often underrepresented in wider sector discussions. There’s a real opportunity to champion its value, while continuing to evolve standards, performance, and public trust.”

That balance feels important. Recognising the strength of face-to-face fundraising, while also acknowledging the responsibility to keep improving how it’s delivered and perceived.

There’s also something valuable in the collective nature of the Institute’s work. Bringing together people from different parts of the sector creates space for shared thinking, constructive challenge, and a broader understanding of what fundraising looks like today.

For Naomi, that’s been one of the most rewarding aspects.

“I’ve also really valued the chance to work alongside such a passionate and experienced group of people. It’s broadened my perspective beyond day-to-day delivery and reinforced just how important it is that we think collectively about the future of fundraising.”

That idea of thinking collectively is something that resonates strongly with us at Zen.

Fundraising doesn’t sit in isolation. It’s shaped by people, by experience, by trust, and by the wider environment in which charities operate. The more those perspectives are shared, the stronger the sector becomes.

As the landscape continues to evolve, that kind of leadership and collaboration will only become more important. Not in a way that overcomplicates things, but in a way that keeps fundraising grounded in what matters = connection, trust and purpose.

The fundamentals don’t change but the way we approach them continues to grow.

And being part of those conversations, at every level, is something we’re proud to support.

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