The Chartered Institute of Fundraising (CIoF) has launched a five-point action plan aimed at helping improve philanthropic giving in the UK.

The measures have been unveiled form the first publication from its Philanthropy 2035 research project, which looks at the challenges facing charities in reaching and retaining major donors over the coming decade.

Being called for is:

• Cross-party support on growing philanthropy in the UK
• Educating boards and senior leadership teams in the importance of relationship-based fundraising with donors.
• Creating resources and forums for professional advisors and charities to identify new ways to improve philanthropy
• Encourage a national conversation about philanthropy and promote real life stories of how generosity improves society
• Launching a dedicated philanthropy 2035 hib to showcase latest philanthropy trends

CIoF director of policy and communications Claire Stanley said: “Philanthropy plays a crucial role in shaping society – and there is still so much untapped potential to grow philanthropy within the UK.”

“The most common theme coming out of our research interviews was that charities aiming to grow and sustain their major giving programmes must shift towards relationship-based fundraising.

“This approach focuses on providing donors with a tailored, meaningful experience – moving beyond transactional giving to foster long- term, mutually beneficial partnerships.

“The philanthropic market is complex, comprised of multiple stakeholders from charities, professional advisors, government departments and, of course, philanthropists themselves.”

She added: “Crucially, cross party support to support our mission to grow philanthropy is key.

"There are so many external factors including the macroeconomic environment, major geopolitical events and evolving societal needs that we not just government to back philanthropy in the UK, but the wider political network to also throw their support behind it and celebrate generosity nationwide.”

The plan has been welcomed by civil society minister Stephanie Peacock.

“This government recognises the important role major donors play in strengthening our charitable sector, and we will continue to work with organisations like the CIOF to create an environment where philanthropy can flourish and make a lasting difference to people’s lives,” she said.

Last month the government launched its Office for the Impact Economy to improve philanthropy and social investment. The new unit will be housed in the Cabinet Office with Chief Secretary to the Prime Minister Darren Jones as its ministerial lead.

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