2024 Takeaways and 2025 Anticipations for Corporate Partnerships and Philanthropy in Charities

As we close 2024 and prepare for the year ahead, the landscape of high-value fundraising in the charity sector has seen a marked shift. Trusts and foundations, once the cornerstone of many charities’ income strategies, are proving less reliable due to early application closures, fewer available opportunities, and an increasingly competitive application process. Consequently, charities are turning to corporate partnerships and philanthropy as crucial pillars of their fundraising efforts. Below, we delve into the key trends observed in 2024 and anticipate how these will shape the sector in 2025.
 

Corporate Partnerships: 2024 in Review

In 2024, charities increasingly identified corporate partnerships as a vital source of high-value income. Many organisations established dedicated corporate fundraising teams or expanded existing ones to focus on building these relationships. This shift has been driven by:

• Diversification of Income Streams: With trusts and foundations becoming less dependable, corporate partnerships offer a relatively untapped avenue for sustainable income.
• Rising Demand for New Business Specialists: The focus on creating partnerships has led to a surge in vacancies for corporate fundraisers specialising in new business. The ability to identify, pitch, and secure high-value partnerships has become a sought-after skill, creating a competitive recruitment market.
• Increased Investment in Training and Resources: Many charities have started upskilling their teams and investing in tools that enable them to research and target corporate prospects more effectively.

Evidence suggests that the number of corporate partnership roles advertised has grown significantly in 2024, reflecting this strategic pivot. For example, CharityComms reported a 15% year-on-year increase in job postings for corporate fundraising roles, underscoring the sector’s move toward prioritising this area.
 

Philanthropy: 2024 in Review

Philanthropy also emerged as a critical focus for charities looking to safeguard their high-value income streams. With similar challenges faced in trust and foundation funding, philanthropy has been positioned as a way to build deeper, longer-term relationships with High-Net-Worth Individuals (HNWIs).

In 2024, the sector experienced:

• A Surge in Vacancies: Many charities sought to recruit philanthropy specialists to build major gift pipelines. There has been a notable rise in roles such as Major Donor Manager and Philanthropy Manager.
• Focus on Relationship Building: Organisations emphasised the importance of relationship-led approaches to secure multi-year commitments and larger gift amounts from HNWIs.
• Increased Competition for Talent: The demand for experienced major gifts fundraisers resulted in a highly competitive job market, with candidates able to command higher salaries and enhanced benefits packages.

Data from the Chartered Institute of Fundraising suggests that the number of philanthropy-related roles increased by over 20% in 2024 compared to the previous year, highlighting the strategic importance placed on this area.
 

Looking Ahead to 2025: Corporate Partnerships

The trends observed in 2024 indicate a strong continuation of growth in corporate partnerships. Key predictions for 2025 include:

• Rising Salaries for New Business Specialists: With the demand for corporate fundraisers outstripping supply, charities will likely offer higher salaries to attract top talent. Recruitment reports indicate that corporate fundraising salaries may rise by 10-15% as charities compete to secure individuals who can deliver impactful results. This trend aligns with broader economic patterns where high-demand skills drive salary inflation. For example, fundraisers adept at securing six-figure partnerships are particularly in demand, underscoring the premium placed on experienced professionals.
• Emphasis on Securing High-Value Partnerships: As corporate giving becomes more strategic, charities will prioritise candidates who can demonstrate a history of building partnerships worth £50,000-£500,000. Research from Corporate Citizenship highlights that corporations are increasingly looking for meaningful, long-term engagements, making skilled fundraisers crucial to aligning charity propositions with corporate social responsibility (CSR) objectives.
• Creative Partnership Models: To stand out in a competitive space, charities will innovate their approaches, offering value-driven partnerships beyond traditional sponsorships. Shared value initiatives—where businesses and charities collaborate on mutual goals—are expected to grow. This might include partnerships focusing on environmental sustainability or diversity, equity, and inclusion (DEI), which resonate with corporate priorities. Furthermore, leveraging employee engagement, such as volunteering or fundraising challenges, will enhance the appeal of these partnerships.

 

Looking Ahead to 2025: Philanthropy

Philanthropy is also expected to experience continued growth in importance and competition. Key developments to watch include:

• Increased Recruitment for Major Gifts Specialists: Charities will expand their major gifts teams to tap into HNWIs’ growing interest in philanthropy. Data from the Charities Aid Foundation (CAF) indicates that charitable giving from HNWIs remains robust, with an estimated £2.5 billion donated in 2024. Philanthropy teams will need professionals who can build trust and communicate effectively to secure gifts of £100,000 or more, particularly in sectors like education, health, and the environment.
• Retention Challenges: Given the limited pool of skilled major gifts specialists, retention will become a key focus for charities. Offering competitive salaries is essential, but research by the Institute of Fundraising shows that non-financial incentives—such as clear career progression, flexible working, and robust professional development opportunities—also play a significant role in retaining top talent. A failure to address these factors could result in high turnover, further tightening the talent market.
• Data-Driven Approaches: In 2025, charities will increasingly leverage technology to refine their major gifts strategies. CRM systems, donor research platforms, and predictive analytics will enable fundraisers to identify potential HNWIs, personalise engagement strategies, and forecast donation likelihood. Studies show that organisations using data-driven insights see up to 20% higher success rates in securing major gifts. Investments in these tools will empower charities to optimise their philanthropy efforts and build resilient income streams.

 

Final Thoughts

Both corporate partnerships and philanthropy are set to play pivotal roles in the charity sector’s future. As competition for talent and funding intensifies, organizations must invest in their people, embrace innovation, and prioritise relationship-driven approaches to thrive. For fundraisers, this presents exciting opportunities to shape the future of high-value fundraising while advancing their careers in a dynamic and impactful sector.

 

Moses Thomas-Johnson