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

The event, the second to focus on fundraising capacity building, was organized by the Academy of Civic Organizations Foundation (FAOO) in collaboration with the Slovak Fundraising Centre, and with the financial support of the Active Citizens Fund, funded by Iceland, Liechtenstein, and Norway.

Three key themes

25 attendees, from Poland, Bulgaria, Croatia, the Czech Republic, Germany, Greece, Hungary, Lithuania, Slovakia, Sweden, and the UK, gathered over two days on November 7 and 8. Following the first expert seminar in 2023, this time sessions took place around three key themes: AI Insights: Unlocking New Dimensions in Fundraising; Grassroots Fundraising & Mobilisation: Building Trust and Independence; and Philanthropy in Uncertain Times.

Day 1 focus: growing fundraising income; AI benefits & risks; grassroots fundraising & mobilisation

The learning journey began with a session entitled: Great Fundraising: What Does It Take to Double, Triple or Even Quadruple Your Fundraising Income, presented by Prof. Adrian Sargeant and Dr Jen Chang from the UK’s Institute for Sustainable Philanthropy.

The second part of the day focused on AI, including how it can provide deeper information about donors and help fundraisers better understand their motivations. How AI may personalize the donor experience and help to optimize fundraising campaigns was also discussed, along with the risks it brings into fundraising. Illuminating talks were given by Kateřina Švidrnochová, Masaryk University – Brno on Fundraising in the AI Era: Strategies, Tools, and Case Studies, and Piotr Bilik, Stowarzyszenie Otwarte Klatki on AI in Action: Enhancing Fundraising Efforts to Improve the Lives of Factory Farmed Animals.

In the afternoon, discussions turned to the topic of grassroots fundraising and mobilisation, looking at best practices and strategies for mobilizing the public and fostering grassroots fundraising as a response to non-transparent public funding practices or whims of the rich.  Whether mass mobilization can bring money that matters was also discussed, along with whether grassroots fundraising contributes to the independence of the civic sector.

Konstantina Papadimitriou from Inuksuk Consulting presented on Solidarity Trips: Engaging Donors Through Volunteer Experiences; Zuzana Suchová & Ivan Zaťko from Donio Slovensko on Raising Voices: Crowdfunding for Democracy, Rule of Law, and Independent Media in Slovakia; and Björn Lampe, from Denmark’s betterplace.org spoke on How to Raise 1.5 Million EUR in 48 Hours: the Potential for Grassroots Fundraising in the Creator Economy.

The first day ended with a panel discussion, providing both panellists and audience with the opportunity to share ideas, hopes and concerns about the future of philanthropy.

Day 2 focus: exploring the challenges faced by organizations supporting nonprofits

Day two focused on challenges faced by specialists who support nonprofit organizations in their fundraising capacity building, and explored strategies and tactics for surviving, developing, and thriving. Those attending explored critical questions related to professional development in an interactive session, including how to effectively keep pace with the evolving needs of clients (nonprofit organizations) and respond to them.

Participants also had a chance to identify and articulate their own educational needs to help them find the best way to enhance their competencies, and ultimately be ready for the future.

The final session saw the event close with a discussion on key findings and recommendations.

Commenting on the event, FAOO’s Andrzej Pietrucha said:

Photos by Marek Rozwadowski

Fundraising professionals from across Europe gathered for the event, which was hosted by Swissfundraising, and took the theme of Shaping the Future of Fundraising in Europe: Technology, Trends & the Political Landscape.

EFA Board 2024. L-R: Paul Laird, Laurence Lepetit, Pia Tornikoski, Scott Kelley, Ceri Edwards, Paul Dalby, Ruth Williams, Larissa Probst

Day one started with EFA’s AGA, which saw Ceri Edwards, executive director of change at the UK’s Chartered Institute of Fundraising, elected as president, taking over the helm from Charlotte Rydh who has stepped down at the completion of her term. New additions to the board are Pia Tornikoski, Secretary General for the Finnish Fundraising Association (VaLa) and Ruth Williams, CEO at Fundraising Verband Austria. More on this here.

Eva Torsson joins as executive director

It was also officially announced that Eva Torsson has been appointed as EFA’s first ever executive director. The creation of the part-time role marks a critical expansion of capacity that will support EFA in the next stage of its development, and will see Torsson working closely with the board and EFA committees to grow its work and voice – as well as the voice of its membership – across Europe.

Skillshare sessions – part 1

Hanspeter Bigler

Implementing ethical principles for fundraising

Day two saw delegates attend a full day of inspiring and informative sessions, kicking off with Swissfundraising’s Hanspeter Bigler presenting on ethical principles for responsible fundraising. He explained how Swissfundraising developed them after research revealed that while most Swiss people identified with nonprofits’ goals and missions, many had concerns over their fundraising, and specifically direct mail. Bigler shared details on their implementation, along with some of the associated challenges.

Prof. Dr Leticia Labaronne & Fabienne Schmidli

Advancing the fundraising profession through education

Next up was a session on 20 years of fundraising education in Switzerland, presented by ZHAW’s (Zurich University of Applied Sciences) Prof. Dr Leticia Labaronne and Fabienne Schmidli. Reflecting on two decades of providing fundraising executive education (accredited by EFA since 2012), the presentation highlighted key milestones, and discussed challenges and trends, such as the move towards lifelong learning, and the rise of micro and digital credentials. The session concluded with thoughts on further advancing the fundraising profession, including combining “learning on the job” with professional fundraising qualifications, and introducing fundraising education at undergraduate level.

MEP Sergey Lagodinsky on screen with Esther Meester & Laurence Lepetit

Focus on the European political environment

EFA was honoured to have MEP Sergey Lagodinsky join ECNL’s Esther Meester and France générosités’ Laurence Lepetit for the next session on the European political environment. Looking at new developments in regulation affecting civil society and philanthropy, this interesting discussion covered a range of important topics including the potential consequences of the European Parliament reshuffle for European civil society, and the impact of the EU’s new AML/CFT package – as well as how EFA and its membership can best respond.

Part 2 – a whistlestop tour across Europe

After lunch, the focus moved to EFA members, 13 of whom shared their perspectives on a choice of two themes: the political landscape across Europe and its impact on the sector, and the integration of AI into fundraising, including successes and obstacles.

Responses to the political landscape

On the political theme, changes of government featured in a number of presentations, and while the rise of far-right parties was a problem for some, there was also plenty of good news.

Ahead of Austria’s election win for the far-right Freedom Party, Ruth Williams from Fundraising Verband Austria shared positive changes announced for the sector including an extension of tax deductability for donations set to benefit up to 45,000 organizations, along with the sector’s demands for the new government.

Marie Bednarova

Marie Bednarova from the Czech Fundraising Center highlighted how President Petr Pavel has signed an important amendment to the Public Collections Act back in July that significantly simplifies individual donations, especially with online giving.

Pia Tornikoski from Finland’s VaLa talked delegates through the implementation of the country’s new Civil Society Strategy, created with the starting points of promoting fundraising, improving funding practices, and reducing bureaucracy for CSOs.

The Chartered Institute of Fundraising’s Katie Docherty discussed the state of the UK including a £20billion + black hole in government spending, and how civil society is collaborating to effect change, along with its plans for working with the new Labour government.

Reporting on Slovakia, Eduard Marček from the Slovak Fundraising Center shared how the ultra-right government is reshaping civil society and fundraising, including through the limiting of public funding and of support to human rights, minorities, and arts and culture – as well as on the positive impact of the backlash against it.

Goede Doelen Nederland’s Yvette Kleekamp provided an informative look at the Netherlands’ response to a shrinking space for fundraising, including a new special legal position for nonprofits and donations in proposals regarding telemarketing and door-to-door fundraising.

AI – the current state of play across Europe

Presentations on AI included case studies from nonprofits across Europe, insights into its rate of adoption, along with associated challenges and barriers, and strategies and guidelines for its use.

In Denmark, ISOBRO’s Kenneth Kamp Butzbach said, there is much talk about AI but little activity, with it missing at strategic level in many organizations and some concerns over risks. ISOBRO is working on ethical guidelines for its use in fundraising with a plan to adopt them at its annual general assembly in May 2025.

In Switzerland, organizations are also discussing how they can use AI and what guidelines need to be set for this, explained Swissfundraising’s Roger Tinner. It has a working group looking at how AI is, and could be, used in fundraising along with the risks, which will present proposals for a framework for AI’s use to the executive board by the end of the year.

Charlotte Rydh shared how Giva Sverige conducted research and analysis to direct its guidelines, along with examples of how two charities are using the technology. Red Cross Sweden used AI for a multi-dimensional analysis of its F2F data to increase lifetime donor value, while the Swedish Childhood Cancer Fund implemented it to regain control over its images and branding on the internet.

Yaële Aferiat

AI adoption in France’s fundraising is promising but in its early stages, said Association Française des Fundraisers’ Yaële Aferiat. Giving an overview of its use so far – generally basic, such as content creation, she added that organizational guidelines are generally missing, or very restrictive due to ethical concerns. She expects a gradual adoption, with training and investment needed, and a pragmatic approach within organizations to using it.

55% of Irish charities are in early stages of AI adoption, said Charities Institute Ireland’s Scott Kelley, but only 40% of organizations have successfully integrated it with strong cybersecurity protocols. Taking a holistic approach that prioritises innovation and security will be essential for sustainable growth, he added, and strategic leadership is essential.

Is AI in fundraising a blessing or a curse, asked Larissa Probst from Deutscher Fundraising Verband, looking at both its value in supporting tasks like writing proposals and data analysis, and concerns over data privacy and ethics.

In Poland, said Robert Kawalko from Polskie Stowarzyszenie Fundraisingu, AI is just beginning to gain popularity amongst NGOs, but there are already interesting examples of its use, both in data analysis and campaigns. Dajemy Dzieciom Siłę Foundation for example, uses AI tools to monitor networks and detect potential violence, grooming, and other threats to children, while Siepomaga Foundation is using AI algorithms to optimize fundraising campaigns.

Charlotte Rydh and Larissa Probst

Goodbye and thanks to Charlotte Rydh

The day concluded with closing remarks, and an enormous thank you to Charlotte Rydh for all her hard work over the last six years on the EFA board – the last three as president.

Grateful thanks too to Swissfundraising for hosting the event, and of course to all the speakers, and everyone who participated.

Skillshare 2025

Next year’s Skillshare will be in Edinburgh, Scotland, hosted by the Chartered Institute of Fundraising. Keep an eye out for the date, which will be during the final quarter of 2025.

This year’s theme is Shaping the Future of Fundraising in Europe: Technology, Trends & the Political Landscape, with the programme also including a focus on fundraising management.

Who’s it for?

Fundraising and philanthropy professionals working in nonprofit organisations and supplier-side, as well as consultants and researchers, are all invited to attend the Skillshare, with it particularly aimed at those in leadership and management roles.

About the programme

The event starts with a welcome dinner on day one, which follows EFA’s annual members-only AGA. The Skillshare programme then takes place on day two, kicking off with a look at ethical principles in fundraising and how to implement them with Hanspeter Bigler, Chair of this year’s Skillshare host Swissfundraising. ZHAW School of Management and Law will then share insights from 20 years of building a broad educational programme in fundraising management.

The programme will also include a deep dive into the European political environment and what it means for fundraising, with experts Yvette Kleekamp, Public Affairs, Goede Doelen Nederland; Eszter Hartay, Program Director, European Center for Non-For-Profit Law; and MEP Sergey Lagodinsky, who will be joining the event online.

The afternoon will see EFA members share their perspectives on two key topics: how the political landscape across European countries is influencing and reshaping the future of fundraising, and how different countries are integrating AI into their fundraising efforts, highlighting both successes and obstacles.

There will also be ample opportunities to network throughout the event, including at the Skillshare dinner on the evening of 26 September.

How to book 

The programme, as well as more information on how to book, can be found here. Once again, EFA is offering a special discount for more than one person registering from the same organisation.  The deadline for registering is 17 September.

EFA president Charlotte Rydh commented:

“The EFA Skillshare is an invaluable annual opportunity to share, learn and be inspired, and to connect with peers from across Europe in person. This year, we take a deep dive into some of the most important topics for fundraising, from ethics to the political landscape across Europe, and of course AI. We’re delighted too to include a focus on fundraising management. It’s an unmissable programme for anyone with an interest in this area or working in civil society. We look forward to seeing you all there.”

Last year’s Skillshare took place in Prague and saw a record number of representatives from fundraising associations, sector bodies, nonprofits and tech experts across Europe attend. Hosted by the Czech Republic’s Coalition for Easy Giving, the two-day event saw around 50 delegates share insights, expertise, and views on the theme of Elevate & Innovate: Empowering Fundraising in Europe. More here.