Key Lessons from 2024: Trusts and Foundations Fundraising in Charities

The Trusts and Foundations fundraising sector faced significant hurdles in 2024, reflecting the broader challenges charities encountered in securing vital income streams. Competition for grant funding intensified, driven by increased demand for support from funders whose resources were often stretched thinner than ever. Charities found themselves navigating a highly competitive environment, requiring not only compelling funding proposals but also innovative approaches to stand out.

On the recruitment side, the climate was equally challenging. Trusts and Foundations fundraisers—critical players in generating sustainable income—became more cautious about moving roles. This hesitation stemmed from sector uncertainty, with fundraisers prioritising stability over potential career progression. As a result, the pool of active job seekers within Trusts and Foundations remained limited throughout the year, compounding the challenges charities faced in building and retaining high-performing teams.

 

Recruitment Challenges for Trusts and Foundations Fundraisers

The recruitment of skilled fundraisers within Trusts and Foundations roles became particularly demanding. Charities frequently struggled to attract candidates with the experience and expertise required to meet ambitious income targets. Many vacancies required multiple rounds of advertising, with organisations often needing to reassess their approach. Some of the key adjustments charities made included:

• Increasing Salary Levels: The demand for experienced Trusts fundraisers drove charities to offer more competitive salaries, reflecting the critical role these individuals play in securing funding.
• Offering Flexible Working Arrangements: Flexible working remained a non-negotiable for many candidates, especially in roles requiring focused writing and research.
• Enhanced Job Appeal: Organisations emphasised career development opportunities, sector-leading practices, and the impact of their mission to attract fundraisers looking for meaningful work.

Even with these measures, charities faced significant challenges in securing the right talent, highlighting the importance of aligning recruitment strategies with the values and priorities of potential candidates.

 

Why Were These Challenges So Acute?

• Increased Reliance on Trusts and Foundations Income: For many charities, Trusts and Foundations represent a core revenue stream. As other income sources (such as corporate partnerships or public fundraising) faced disruptions, the reliance on trusts funding intensified, creating additional pressure on these teams.
• Evolving Candidate Priorities: Trusts fundraisers, often meticulous and mission-driven, sought roles that not only provided financial stability but also aligned with their values and offered clear professional growth.
• Limited Candidate Pool: The niche nature of Trusts and Foundations fundraising means the sector already relies on a relatively small number of specialists. The hesitation of candidates to move exacerbated these recruitment challenges.

 

Opportunities on the Horizon: What to Expect in 2025

Despite the difficulties of 2024, there is optimism for the year ahead. 2025 could mark a period of renewed activity in the Trusts and Foundations fundraising market. Several trends suggest the potential for a more dynamic recruitment landscape:

• Rebuilding Candidate Confidence: As charities stabilise and articulate clearer growth plans, fundraisers may feel more secure in considering new opportunities. This could lead to a rise in movement within the sector.
• Desire for New Challenges: Many Trusts fundraisers have remained in their roles for extended periods, often due to the sector’s challenges in recent years. As their aspirations for career growth resurface, charities offering meaningful progression opportunities are likely to benefit.
• Increased Focus on Specialist Skills: Charities are recognising the importance of strategic Trusts fundraisers who can not only secure funding but also cultivate long-term relationships with key funders.

 

Preparing for the Shift

To maximise these opportunities, charities should be proactive in refining their recruitment strategies. This includes ensuring roles are presented attractively, with competitive salaries, flexibility, and clear pathways for impact and career growth. Additionally, an inclusive and supportive organisational culture will help retain fundraisers in a market where competition for talent remains high.

 

Conclusion

For charities reliant on Trusts and Foundations income, 2024 served as a reminder of the critical importance of investing in skilled fundraisers. Looking ahead, 2025 offers a chance to reset and grow. By addressing the lessons of the past year and focusing on the evolving priorities of fundraising professionals, charities can position themselves for success in an increasingly competitive landscape.

 

Jaini Shah