2024 in review – & a look forward at the year to come

For the first 2025 edition of Fundraising Europe, we ask seven fundraising associations to share what stood out as significant for nonprofits in their country in 2024, what’s coming up this year, and more widely: what they think the biggest challenges and opportunities will be for nonprofits across the continent.

2024 saw nonprofits across Europe responding to ever rising costs and demand for services against a backdrop of challenge – and opportunity. Falling donations and supporter numbers, as well as staff workload and wellbeing were also areas of concern, while more widely, elections in countries including the UK, Ireland, and France, as well as in the EU parliament (and Slovakia in 2023), saw in some cases a concerning drift to the right.

Civic space also continued to shrink – including, as we reported in November, in the Netherlands. At the same time, the continuing war in Ukraine, Israel’s invasion of Palestine, and the climate, to name just three crises, had their own impact: including on costs, fundraising and service provision.

On the technology side, AI became much more present, and with it the task of learning how best to use it – ethically and responsibly.

Last April, the Nonprofit Pulse 2024 report, produced in partnership with the Chartered Institute of Fundraising and Salesforce, delved into how nonprofits were already responding to many of these issues, which included through further digital development, and greater collaboration with other nonprofits.

To gain more insight into what impacted nonprofits around Europe, both positively and negatively, in 2024; and the opportunities and challenges coming up in 2025, in individual countries and Europe-wide, we asked fundraising associations across the continent to share their thoughts.

Here are some insights from Belgium, the Czech Republic, Finland, Ireland, UK, Slovakia, and Spain.

Jeroen Brugge

Belgium: “Flexible and high-quality fundraising will make the difference.”

Jeroen Brugge, treasurer, Fundraisers Belgium

“Economic, social and political uncertainty are at the top of the list of fundraising challenges in 2025. Available resources will come under increasing pressure while costs will continue to rise. Budget cuts by governments, rising inflation and uncertainty among donors will probably be the main driver of these rather challenging developments. On the other hand, this obviously also creates opportunities for fundraising organizations that can adapt to a rapidly changing world. Flexible and high-quality fundraising will make the difference.

“2025 may simultaneously also be the year where private fundraising and fundraisers may finally leave their dark caves in many organizations to take the place they deserve. The scarcity of available resources will only increase the search for new revenues in the private market and by extension the need for professional fundraising. This also implies that even more work needs to be done at an accelerated pace to professionalize fundraising and build expertise. The importance of quality training and learning networks among fundraisers will be essential. Governments can give this development a strong, financial push by valuing and supporting the development of expertise.

“Last but not least, the need for data-driven fundraising will become even more important than it already is. Qualitative data management but especially analysis will more than ever lubricate the engine that keeps the fundraising machine running, and determine the direction for future investments. Efficient and useful measurement tools will be indispensable in this regard but the search for (affordable) competence will also present organizations with tough challenges. Of course, we can’t ignore the AI applications that are also entering the fundraising landscape in an irreversible way, but it will still be the fundraisers with profound expertise who will deliver the best results. Get the basics right and done remains the credo in 2025.”

Jana Ledvinová & Jan Kroupa

Czech Republic: “The biggest challenge lies in fostering unity among civil society actors.”

Jana Ledvinová, CEO and co-founder, & Jan Kroupa co-founder and senior expert, Czech Fundraising Center

“In 2024, the Czech nonprofit sector experienced significant developments that reshaped its landscape. Public institutions, including orchestras, galleries, and universities, began to actively embrace fundraising. Many well-known Czech brands made their first steps in establishing fundraising programmes – some with great success, such as running impactful donor campaigns, while others cautiously explored this new territory, testing ideas and building capacity. This influx of new players into the philanthropic market is transforming its dynamics, fostering innovation and competition. Simultaneously, digital fundraising platforms gained traction, offering nonprofits new opportunities to connect with donors. However, challenges such as transparency concerns and shrinking civic space continued to demand attention, pushing the sector to prioritize advocacy, collaboration, and professionalism.

“This year, the Czech Republic will face critical opportunities and challenges, particularly with the upcoming parliamentary elections. A key opportunity lies in how effectively civil society organizations position themselves as vital stakeholders in safeguarding the country’s democratic values. This will require strong advocacy, public engagement, and collaboration across the nonprofit sector to demonstrate their role in ensuring transparent governance and citizen participation. The challenge will be navigating a politically charged environment that may impact funding, public perception, and operational freedom for nonprofits. Maintaining a focus on professionalism and public trust while advocating for democratic principles will be essential to capitalizing on the opportunities and mitigating potential setbacks during this pivotal year.

“The overarching challenge for nonprofits across Europe in 2025 will be navigating a landscape marked by escalating tensions and the erosion of democratic values. The war is on – both metaphorically and literally – as pluralism, respect, and tolerance face increasing threats from populist and extremist movements across the continent. The stakes are undeniably high, and the biggest challenge lies in fostering unity among civil society actors. European civil society organizations have struggled to speak a common language and form a cohesive voice, limiting their ability to effectively counter these rising threats. The opportunity ahead lies in coming together as a united front, learning how to collaborate across borders, and advocating for shared values in a way that resonates broadly. Achieving this could redefine the role of nonprofits as defenders of democracy, human rights, and social cohesion across Europe.

“This period also brings a chance to harness growing awareness of social justice and environmental issues, leveraging these to drive engagement, solidarity, and philanthropy across a fragmented Europe. However, the ability to seize this opportunity depends on the sector’s capacity to unite and innovate in the face of adversity.”

Pia Tornikoski

Finland: “More collaborative initiatives and campaigns to achieve funding goals.”

Pia Tornikoski, secretary general, VaLa

“In Finland, 2024 saw a significant decrease in public funding that was expected to affect fundraising efforts. On the other hand, however, for the first time the annual charity survey showed that expected income from private funding sources was estimated at more than one billion euros, nearly double that of 2021.

“In 2025, the biggest opportunity to promote individual giving will be the initiative to reform the national tax deduction system for monetary donations. The project should be finalized during the year and take effect at the beginning of 2026. As a fundraising association we will expect to have an important role in the process.

“Across Europe, rising costs in 2025 will continue affecting the sector’s operational, governance and fundraising costs as well as people’s capability to donate money. The nonprofit sector could be expected to do more collaborative initiatives and campaigns to achieve their funding goals.”

Scott Kelley

Ireland: “Opportunities exist to strengthen collaboration across borders and sectors.”

Scott Kelley, chief operations officer, Charities Institute Ireland

“The most significant development for Ireland’s nonprofit sector in 2024 was the dual pressure of increasing demand for services and escalating operational costs. On the positive side, the general election reaffirmed a political commitment to stability and centrist policies, with no significant influence from right-wing populism. This stability provides a foundation for long-term planning in the charity sector. However, the government’s reliance on charities to address systemic issues such as homelessness, poverty, and displacement remains a point of contention, as it lacks adequate recognition of the sector’s role and value. There is a pressing need for government commitments to sustainable funding to ensure the sector can meet these growing demands effectively.

“2025 will be pivotal as the charity sector faces the dual challenge of addressing immediate crises while advocating for a shift in how it is perceived and supported. Recruitment and retention of staff will be critical, mainly as the sector competes with other industries offering more lucrative and less demanding roles.

“The most significant opportunity lies in changing the narrative around giving. By prioritising impact over administrative costs, charities can engage donors and stakeholders in a more meaningful dialogue about the value they deliver. Enhanced governance and transparency, already strong in Ireland, can further solidify trust while shifting the focus to the transformative change charities provide.

“Across Europe, charities face the increasing complexity of addressing global issues like climate change, conflict, displacement, and inequality while navigating local political and economic landscapes. The challenge lies in balancing short-term humanitarian needs with long-term systemic solutions. Opportunities exist to strengthen collaboration across borders and sectors. By leveraging shared technology, best practices, and funding opportunities, nonprofits can achieve a more significant impact. Additionally, the sector can assert itself as a critical partner to governments in tackling intractable problems, positioning itself as indispensable rather than auxiliary. To meet the challenges, the European charity sector must collectively embrace innovation, build resilience, and advocate for recognition as a vital force for solving humanity’s most pressing issues.”

Ceri Edwards

UK: “The challenge for all charities is making sure their fundraising remains relevant to current and future donors.”

Ceri Edwards, executive director of change, Chartered Institute of Fundraising, & EFA president

“The UK’s general election last July saw one of the most significant political changes in the last decade, with a new government and over 300 new MPs. Prime Minister Starmer has underlined his party’s commitment to reset the relationship between government and charities, so together they can realise shared goals and common objectives, whilst maintaining the sector’s independence. In fundraising, policymakers are already starting to engage more closely with charities and explore opportunities to grow giving, and our CEO was recently invited to attend a Ministerial Roundtable to develop a place-based philanthropy strategy that aims to encourage wealthier people to support charitable causes in deprived areas. 

“Looking forward, harnessing the potential of AI continues to be both a big opportunity and challenge for many fundraisers, and in 2025, we will likely see more charities start to explore how it can help them improve efficiency and ultimately raise more money. Whilst this is a positive move, given how new AI is to fundraising, there are still many questions which we don’t have the answer to – could AI generated content erode donors’ trust in fundraising? Could data bias further marginalise under-represented groups? And could AI one day replace many talented and passionate fundraisers? 2025 is the ideal opportunity for charities to come together and find a way forward that benefits fundraisers and donors alike.

“More widely in Europe, there are many factors influencing the giving landscape right now, including geopolitics, macroeconomics, government policy and technology. Whilst every market will respond to these changes differently, the challenge for all charities is making sure their fundraising remains relevant to current and future donors.

“Fortunately, thanks to advances in technology, there have never been so many ways to connect with donors, understand their motivations to give and ultimately provide them with a fulfilling experience that will lead to long-term support. But making use of these opportunities will require support and investment from all levels of the organisation. Trustees and senior leaders will need to consider whether they have the right infrastructure in place to enable successful fundraising, and what investment they need to make to reach their objectives. For some charities this may involve upgrading their digital infrastructure, whilst others may choose to upskill their fundraisers. In a changing world, fundraising must evolve so charities can continue their vital work long into the future. The money we spend on fundraising today is the impact we will see tomorrow.”

Eduard Marček

Slovakia: “The space for free civil society is shrinking almost across the board.”

Eduard Marček, chair of the Slovak Fundraising Centre

“Most significantly in Slovakia, 2024 saw the shift of our extremist government’s attitude towards civil society and NGOs. For the first time since 1989 civil society is not perceived as a partner to the government, with civil society organizations instead treated as “political” enemies. That means government is taking pro-active steps to limit CSOs’ ability to voice their concerns, gain public support and engage citizens and even raise funds for their operation. The biggest “threat” to the government are so called “political” NGOs – those who are watching the powerful, engaging citizens in public participation and control, disclosing corruption and shouting out about threats to democracy, justice and rule of law.

“The greatest challenge in 2025 will undoubtedly be the effort to protect the already acquired liberties and space of freedom for citizens. The government will try to limit their ability to gain information and to voice out their needs and aspirations. The challenge will be to stand up against these restrictive attempts and preserve what has been achieved over the previous decades, and this will mean collective action and even protests.

“Europe-wide, as the space for free civil society is shrinking almost across the board, I am afraid nonprofits in countries with populist governments will be facing similar challenges as in Hungary and Slovakia – attempts to label, to restrict and to limit access to public space and public support.

“Another opportunity and a challenge at the same time will be how to harness new opportunities offered by latest developments in artificial intelligence and how it can help civil society to thrive.”

Fernando Morón Limón

Spain: “The key challenge for Europe’s nonprofits is adapting to the new communication models brought by social media.”

Fernando Morón Limón, executive director, Spanish Fundraising Association

“Clearly, the emergency situation in Valencia caused by the DANA floods marked a dramatic moment for us in 2024, leading to significant mobilization of donations from citizens and businesses. In Spain, we are witnessing a shift in the collaboration model, moving from regular and committed contributions to one-off donations in response to emergency campaigns. On a positive note, Spain has amended its patronage law, allowing a significant increase in tax benefits, particularly for individuals who can now deduct 80% of the first €250 donated.

“In 2025, NGOs here face two major challenges. First, connecting more effectively with younger audiences, who generally lack trust in organizations, especially larger and more established ones. Second, combating misinformation and fake news to highlight the value of the work NGOs do.

“More widely, the key challenge for Europe’s nonprofits is adapting to the new communication models brought by social media – platforms predominantly used by younger generations, where NGOs currently lack adequate presence. We must strive to generate positive awareness among European citizens, which requires implementing impactful actions across the European Union.”

Main picture by Suzy Hazelwood on Pexels