A survey of more than 100 charities as found that seven in ten new regular givers are recruited through face-to-face fundraising.

The survey has been published by the Chartered Institute of Fundraising (CIoF), in partnership with consultancy AAW, and involved 104 charities representing £2.2bn in voluntary sector income.

In contrast half of new one-off donors are acquired through digital channels, the survey found.

“The data shows how donor recruitment channels are shifting, with digital and face-to-face playing distinct and vital roles,” said CIoF executive director of membership and operations Rob Cope.

“We regularly hear from our members that face-to-face is one of the most valuable and consistent methods of fundraising for them and this data backs that up.”

The survey also found that legacies remain the single largest source of voluntary sector income, generating 37% of all earnings among charities.

However, the survey also found that just 15% of fundraising expenditure is directed towards this source of income. A far greater proportion of large charities' income comes from legacies than among their smaller counterparts, the survey found.

“It’s clear that legacies continue to be a powerhouse of voluntary income, yet, interestingly, the investment levels don’t reflect their long-term potential,” added Cope.

Other findings from the CIoF’s 2026 Fundraising Benchmarking Survey are that there are six full time equivalent staff members on the median average fundraising team, with an income under £10m. The average among charities with an income above £100m a year is 73.

Surveys launch ‘to shape future of fundraising’

Meanwhile the CIoF has launched two UK wide surveys that aim “at building the clearest picture yet of the fundraising profession”. These are aimed at individual fundraisers and fundraising leaders.

These aim to find out more about “who fundraisers are, how they experience the profession, and what supports or limits progression and opportunity”.

The findings will inform the organisation’s future policy, standards, guidance and advocacy.

“If fundraising is to thrive as a profession, we need a much clearer understanding of the people who make it happen and the systems that shape their careers,” said CIoF executive director of engagement Ceri Edwards.

“We hear important stories every day about barriers to progression, pressures on wellbeing, access to opportunity, and how fundraising is valued inside organisations, but we need stronger evidence to turn those experiences into meaningful change.”

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