Turning challenge into connection: how face-to-face fundraising can help rebuild the UK’s giving culture

Photo by Tim Mossholder on Unsplash

The CAF UK Giving Report 2025 offers valuable insight into the UK's evolving landscape of charitable giving. But for many in the sector, the findings won’t come as a surprise.

→ Fewer people are donating.

→ Younger generations are disengaging.

→ Volunteering is declining.

While the data paints a concerning picture, at Zen Fundraising, we see this moment as a real opportunity to listen, reflect and reimagine what giving can look like in today’s world.

Because with the right tools and approach, we believe charities can adapt and even thrive and we’re here to help lead the way.

A space for authenticity and connection

Our ethos is built on authentic connection, and we understand that this is more valuable than ever in a world that is increasingly saturated with screens and scrolls.

Face-to-face fundraising creates space for real human conversations. You know, the ones that can’t be replicated through ads or email campaigns. Our fundraisers are trained to ask for support through sharing stories, listening deeply and inspiring people to take meaningful action.

And in the face of donor fatigue or scepticism, in-person interaction remains one of the most powerful tools we have to rebuild trust and spark action.

Smarter campaigns through CACI InSite

We know we've talked a lot about our data and demographic strategies, but we won't stop anytime soon. For us, it's not just about who we speak to but also how and where we do it.

Our investment in CACI InSite has transformed the way we run our campaigns. This geodemographic targeting tool gives us an in-depth look at donor behaviour, lifestyle and location, allowing us to:

→ Focus our fundraising efforts in areas with higher retention rates

→ Build Pen Portraits of ideal supporters for each cause

→ Understand how donor preferences and habits are shifting

If younger generations are harder to reach through traditional channels, we want to know why? What can be done differently? InSite helps us do exactly that, equipping our teams and charity partners with the data needed to adapt strategies for long-term success.

Quality and ethical practice-first

Quality and ethical practice should always come first in face-to-face fundraising.

We don’t use pushy sales tactics, we empower our fundraisers to engage in conversations that lead to informed and intentional giving. It’s how we build trust and build upon donor retention rates/.

Once a donor signs up, we ensure they feel supported and appreciated through our dedicated welcome calling team, making that first interaction a lasting one. This immediate and personal touchpoint helps reinforce their commitment and reduces early attrition.

Partnering for positive change

At Zen, we believe in spreading positivity and meaningful connection. The latest UK Giving Report calls for a renewed culture of philanthropy. We couldn’t agree more. But while that culture won’t return overnight, we see every challenge as a chance to reflect, adapt, and grow stronger.

Whether you want to improve donor retention, reach new audiences or give your campaigns more meaning, we’d love to support your journey.

While giving may seem like it's on the decline, the appetite for change and connection will always remain.

The Zen Way