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 Swedish Canine Welfare Association is not eligible for any aid from the state and solely relies on support and contributions from the public. For us, as for many other organizations, the loyalty of our donors is vital for our continued work. How we put their money to use is a constant consideration especially when it comes to new projects that we have not tackled before.

In 2023, there was an addition made to our bylaws, meaning our purpose changed for the first time since the organization was founded in 1908. In addition to our core values, i.e., rescuing, rehabilitating and rehoming dogs, we also had to start increasing awareness and understanding of a life with and around dogs, and proactively working to minimize the number of dogs needing our help.

This opened several new doors for us to spread our message and to inform many more people about how wonderful life with dogs can be and how we can help if things do not go as planned. Pro bono campaigns with likeminded influencers were one of the ways we believed we could reach a wider audience, while also being mindful of our donors’ contributions.

Raising awareness through new channels

The Swedish Canine Welfare Association managed to help and care for 831 dogs in 2023: an increase of 45% compared to 2022. What happens in society also affects our dogs and we need to inform and spread knowledge about dogs in general. To reach out, we believe in doing so in creative ways while showing seriousness. The goal of our pro bono campaign was to increase followers and awareness of our organization and of all the benefits of sharing a life with a dog. We decided to try reaching people outside of our target audience through influencers using their social platforms, and through nonpaid collaboration, which creates higher credibility and a genuine feeling.

“I am so happy and proud to work pro bono with The Swedish Canine Welfare Association in their mission to give all dogs a second chance. With my Instagram account of over 1 million followers, I’ve had the privilege of using my platform for a cause like this. All to raise awareness and spread the word about The Swedish Canine Welfare Association’s incredible work. Posting, sharing and engaging contribute to the greater goal of giving these animals the love and care they deserve”, says influencer Therése Lindgren.

In our first campaign we sent out over 100 invitations to a diverse range of influencers who all shared an interest in dogs. In that way, we were able to reach many different target groups. Out of 100, 12 influencers joined the campaign. All made one post on Instagram where they told their followers about their experiences with dogs and informed them about The Swedish Canine Welfare Association. It was especially important that all posts were personal and unique. With many reminders and persistence, we managed to get a media value of about SEK 1 million.

Thanks to that first campaign, it has become easier for us to find more collaborators who want to help spread awareness about dogs who need new homes and canine welfare. In fact, during 2024, our media value from pro bono collaborations with influencers and other media channels reached around SEK 3 million.

It’s been a learning curve. Here are some pointers that we’ve picked up along the way:

Three pointers for successful pro bono collaborations

• Patience, patience and even more patience! Contact a lot of potential collaborators and influencers.
• Keep in mind that it may take time to reach the right type of influencers you wish to work with depending on how well known your organization is.
• Make sure you have plenty of time! Pro bono campaigns take a longer time to both find the right people, to get the yes to collaborate, and to reach the goals for the campaign than with paid campaigns. Expect it to take twice the time it would take with paid collaborations, again with it in mind that it may take a longer or shorter amount of time depending on how well known the organization is.
• Bonus tip and a reminder! Make sure the influencer or collaborator marks the work they do for you as pro bono. It makes it clearer for the donors that the influencer/collaborator is not getting paid to do this and depending on the laws of the country you’re in this may also be important for the influencer to avoid any financial issues.

Linnea Wedenberg

About Linnea Wedenberg

Linnea is responsible for the fundraising strategy, implementations, marketing and campaigns and has been working with The Swedish Canine Welfare Association for six years. During this time, the turnover increased from 40.7 million SEK (2019) to 94.4 million SEK (2023).

Erika Garmelius

About Erika Garmelius

Erika is head of communications and responsible for The Swedish Canine Welfare Association brand. She has been working for the non-profit organization for about five years. During this time, the non-profit organization has increased awareness by 12% compared to last year. In addition, engagement on their social media has increased significantly. As a result of solid work with public relations, the value amounted to SEK 66 million for 2023.

The DZI was originally founded in 1893, and is well known for issuing the DZI Spenden-Siegel (donation seal) to charities which it assesses to be efficient and have good governance and standards relating to spending donations. Its recently published annual report says that 227 organisations held the seal at the end of 2023.

The goal of the collaboration is to create better quality information and data around donations and donor behaviour in Germany, according to an announcement on the DFRV website. It will also make that data available to more organisations, with those holding the Spenden-Siegel getting access to reports previously solely for DFRV members.

DFRV notes that data published by the respective organisations have sometimes given very different answers to questions about the country’s donation habits – its own Spendenmonitor suggested total donations of €5.8bn in 2023, while a DZI report put it more than double that figure, at €12.8bn. The reason for this is because DFRV’s report focuses on public fundraising and therefore excludes all donations in excess of €1,500. DFRV says that it will talk differently about the Spendenmonitor in future, while both organisations will align on other issues such as wording of questions and classification of certain data.

Prof. Tom Neukirchen, advisory board member at DFRV, says:

“For me, a dream has come true that the forces of civil society are finally being combined in market research – and that together we will achieve much more for research and practice.”

Burkhard Wilke, managing director of DZI, adds:

“The willingness to donate requires empathy, reliable information and trust. DZI and DFRV want to strengthen this basis with the new cooperation. Cooperation in civil society is possible and necessary, especially when the actors have very heterogeneous profiles and tasks.”

Image by Tung Nguyen on Pixabay

This is the second outing for Reimagining Fundraising, which first took place in 2020. This year, the organisations taking part are: UNICEF, WWF, UNHCR, SOS Children’s Villages, Médecins Sans Frontières, World Vision, Amnesty International, ICRC, Four Paws, OXFAM, Care and Plan International.

The NGOs are seeking submissions for concepts or technology that will dramatically improve the way fundraising is done and meet the challenges they face. The deadline for submissions is 17 August.

Juan Mones, head of Global Fundraising Innovation at UNICEF and one of the project’s co-initiators said:

“We’re counting on support from changemakers around the globe to make Reimagining Fundraising 2022 an unprecedented festival of innovation to activate our world for social and environmental causes.”

The challenges

Reimagining Fundraising will identify, test, and take to market new fundraising concepts and products that can help NGOs around the world with the following challenges:

– Recruiting new fundraising talent. How can NGOs recruit and retain more great fundraisers (especially for face-to-face)? What can they learn from business and other sectors?

– Going beyond the traditional charity paradigms and business models. NGOs need new products/value propositions for donors who identify with a cause rather than a specific organisation.

– Developing a more personalised, more engaging, supporter experience, even during emergencies. How can NGOs offer a consistently high-quality supporter experience in a volatile emergency setting?

– Meeting the donation style of young people 18-30. How might NGOs link Millenials/Gen Z directly to the cause/beneficiary? Current donation flows are not targeted to these young audiences. How can this be solved?

– Crypto. As NGOs launch web3-based fundraising platforms, NGOs need solutions for addressing reputational and financial risks, and reaching unbanked people with new payment methods, such as e-wallets and other fintech solutions?

– Changing the classic top-down charity tone in fundraising. How can NGOs rethink the roles and business models in fundraising and offer a more direct and empowered approach to fundraising projects? How can NGOs enable beneficiaries to act as direct advocates for their causes?

How to apply

NGOs, fundraisers, startups, agencies, academics, and others are all invited to submit their proposed fundraising solutions, products, and technologies. There are five stages to the challenge, with 17 August the deadline for stage one. Co-Directors of Reimagining Fundraising, Nick Allen and Marcelo Inarra, can be contacted with any questions: marcelo@marceloiniarra.com and nick@reimaginingfundraising.com.

The podcast has been set up to help the fundraising community share and exchange insights across Europe. Within each episode, David discusses how fundraisers are adapting to the changing environment for nonprofits, what they are doing to strengthen and build sustainable supporter relationships and their overarching thinking in relation to current challenges, opportunities and trends. Combined with personal anecdotes, the goal is to create both insightful and engaging content that will inspire nonprofit leaders.

David Klajman, producer of the European Fundraising Podcast, says:

“For many years now, I’ve been running a podcast for the French fundraising community and we’ve found it to be a great way to explore current issues and to get to know the people delivering the work – what their thinking is and what ideas they have to share. It’s exciting now to have the opportunity to launch a parallel service across a European stage.

“Created by fundraisers for fundraisers, the podcast is your opportunity to hear some fantastic ideas for raising funds, while listening to fascinating people who will inspire you.”

The first edition of the podcast features an interview with Eugenia Mazurenko, CEO of the Zagoriy Foundation in Ukraine. In this moving interview, Eugenia shares her story of fleeing the invasion to find her family a safe place to live, while working to support civil society across the nation and channelling funding through to grassroots organisations operating at a local level. Eugenia appeals to the European fundraising and philanthropy community for support.

The social activist, communications and fundraising leader Araba Pilic shares her insights in our second episode. Here, she talks about her experiences ranging from her upbringing within a multi-cultural family to her performances on stage as the Queen in The Lion King musical in Berlin. In this podcast, we discuss the link between fundraising and activism, and why we should revolutionise our way of thinking in order to adapt our fundraising to a new generation of donors.

To listen to the European Fundraising Podcast, tune in by searching for «European Fundraising» on your favourite podcast app, such as Apple Podcast, Spotify or Google Podcast, or subscribe via the Fidelis site here.

If you’d like to suggest an interviewee or topic for the European Fundraising Podcast, please contact EFA’s editorial team here.

Main photo by Jonathan Farber on Unsplash

With life having changed insurmountably since the Russian invasion, the needs of the sector and its workforce have shifted fundamentally, the foundation’s CEO Eugenia Mazurenko tells EFA.

Eugenia Mazurenko, Zagoriy Foundation

“Every non-profit organisation in Ukraine is facing the new realities of war,” she said. “The country’s needs are constantly changing. One day, it might be about providing medicine, the next its logistics.

“Today, we need to fundraise for ourselves if we are to be able to continue our work. Civil society has twice as much work on its hands – continuing to provide our normal services, but also to deliver humanitarian assistance.”

Pivoting in a time of war

Before the invasion, the Zagoriy Foundation worked to develop a culture of charitable giving across the nation, providing grants to nonprofits to promote civil society and to help them meet their philanthropic goals. The foundation conducted research on giving, developed institutional philanthropy and sought to build trust in foundations.

While staying true to its mission of supporting civil society and promoting a philanthropic culture, the organisation has now pivoted its services to address the nation’s new and increasingly urgent needs.

Mazurenko explains that the organisation is focusing its work currently on the logistical coordination of international support for Ukraine, channelling funding to the transport of humanitarian aid, medicine and supplies, and to humanitarian headquarters and hospitals – all amid harrowing conditions. These needs are likely to evolve and grow as time moves on.

She highlights the foundation’s role in forming a bridge between organisations operating at a local level and international bodies, saying: “Grassroots organisations in Ukraine work hard every day to support civil society and its needs. However, their voices are often not loud enough to be heard both in Ukraine and abroad. Humanitarian agencies aren’t always visible at local level. There seems to be a wall between the two, so we act as a bridge between the two.

“The Zagoriy Foundation team is collating details of urgent funding appeals from its grantees and partners to address those needs as efficiently as possible. “

Thankful for support

Grateful for the support for her country, Mazurenko adds:

“We are incredibly thankful to the international community for the enormous support our nation receives these days, wherever we are. At the same time, the scale of needs is growing, so we continue to inform our international partners about the activities, and the collected list of sector needs to raise financial support to reliable NGOs and charities operating in Ukraine centrally through our foundation.”

She highlights that Information, partnerships and financial assistance from the international community can all be vital for the Zagoriy team in strengthening the sector and protect civil society.

Mazurenko herself had to flee her home in Kyiv a few weeks ago, seeking refuge in a village in the Western part of the country, where she lives in a small house along with ten of her family members and many pets. She expresses concern for her colleagues, who are all facing similar challenges of finding a safe space to live and work, to care for the families and access the support they need amid the crisis.

She concludes: “It is my biggest nightmare to think about myself as a refugee. Today, I‘m not. I’m a fighter. All Ukrainians are fighters and we are fighting for European peace. We believe in our victory. We will win.”

To find out more about the work of the organisation and how you can support their work, visit Zagoriy Foundation.

Or to hear more of Eugenia’s story, tune into the first episode of the new European Fundraising Podcast series, produced by David Klajman of Fidelis in France:

Photo by Rostislav Artov on Unsplash.

As Ukraine’s cities continue to come under fire from heavy artillery and men and women pick up arms to defend their nation, Europe is preparing for the largest displacement of people in Europe since the Second World War – a refugee crisis of mass proportions.

The UN estimates that 18 million people will be impacted by the escalating conflict and up to four million Ukrainians may be forced to leave their country. Already, at the time of writing, almost three million people are reported to have fled across national borders. And, as the situation evolves, the EU believes that the total number of refugees could climb to seven million.

Governments, corporates, nonprofits and the public are coming together to respond to the crisis. And at the heart of the international aid movement, nonprofits are raising huge sums of funding for food, shelter and emergency supplies, providing first aid, transporting sick and injured people to safety and so much more.

Due to the scale of the crisis, NGOs in Ukraine and internationally are having to use all their means to channel support swiftly where humanitarian need is greatest. The impact on the nonprofit community in the region is immense, with Tony Myers – the Canadian fundraising and leadership specialist, saying: “The pivot for wartime fundraisers pales in comparison to any pivoting we went through during the last two years of the pandemic.” 

A new Child Friendly space set up by Save the Children across the Romanian border. Copyright Save the Children.

Channelling support fast and at scale

Almost immediately after the invasion, a flurry of appeals launched from many of the well-known international NGOs (including the Red Cross, Save the Children and Oxfam), alongside smaller, niche organisations too. These include Soleterre in Italy, working to rescue Ukrainian children with cancer, a joint appeal from Cystic Fibrosis Europe and the European Cystic Fibrosis Society to support Ukrainians with the disorder, and PETA Germany, which has since rescued more than 500 animals in Ukraine, taking them across the border to safety.

Having recently sought sanctuary in Poland, Svitlana Kuts, director of the Ukrainian Institute of Professional Fundraising, says: “Ukrainian nonprofits and international aid agencies have become more visible than ever, with volunteers serving at evacuation points and helping each other to safety. There’s a huge drive for support, and an overwhelming sense among the Ukrainian people that we are all in this together.”

She adds: “NGOs are organising campaigns to raise as much support as possible to meet humanitarian need, but often grant funding from international sources takes time and paperwork – too much time when the situation requires urgency. As a result, some NGO founders are spending their own money to fund immediate aid and people are even donating directly to the accounts of relied and trusted volunteers and foundations.”

Among the most collaborative initiatives, Support Ukraine Now is a regularly updated crowdfunded site supported by the Cabinet of Ministers of Ukraine. The site summarises the different ways people can help, from donating money to sending humanitarian supplies, hosting and hiring Ukrainians, and more.

Kuts highlights that one foundation, Come Back Alive, has become a vital part of Ukraine’s defence infrastructure, building trust through its transparent reporting structures. Launched when Russia invaded Crimea in 2014, the foundation raises funds to equip the nation’s armed forces with technology, training and ammunition. Donations can be made as card payments, through Swift or cryptocurrencies, and can be given tax-free. The foundation operates with an open reporting system, meaning that donors can see where funds have been spent, strengthening their connection with the cause.

With the world having flocked to digital channels during the pandemic, it’s no surprise perhaps that social media, crowdfunding sites, online and mobile giving have all played a key role in enabling people to respond quickly. Facebook has been widely used by fundraisers in Central and Eastern Europe, particularly in Poland, which was one of the first nations in the region to introduce the ‘Donate’ button. Meanwhile a TV4 fundraising gala in Sweden raised around €3.5 million for aid organisations working in Ukraine and – at its peak – recorded more than 100 payments per second via Swish (a Swedish mobile payment system).

Crypto giving on the rise

Crypto donations, which enable transparent and real time reporting, have become instrumental in channelling funds through to humanitarian aid in Ukraine. From Come Back Alive to Razom for Ukraine and the Dobrobut Foundation, nonprofits within and beyond the country are increasingly calling for donations to be given through cryptocurrencies. (See this list of ‘verified’ organisations.)

Even the Ukrainian government took the unexpected step of tweeting its crypto wallet codes and issuing a call for support – an initiative that has prompted gifts amounting to almost $50 million since the start of the Russian invasion.

But perhaps the best known cryptophilanthropy platform is The Giving Block, which enables the public to choose from over 1,000 charity recipients worldwide. Having launched its Ukraine Emergency Response Fund in partnership with 27 international aid organisations, The Giving Block recently announced that fund has already raised over $1.5 million and that number continues to climb.

While crypto giving is not without its risks (explained further in Matt Smith’s blog), it’s proving increasingly popular with supporters, particularly when it comes to savvy Millennial investors. In fact, according to Fidelity Charitable in the US, one third of crypto investors donate digital assets to good causes. And certainly, when it comes to supporting Ukraine, crypto giving is playing a fundamental role.

Collaborating with match funding to maximise impact

At a time where there is so much need and so many calls for help, the option for donors to support a collective campaign can be all the more appealing.

In its first four days alone, the UK’s Disasters Emergency Committee (DEC) raised £100 million (€119 million) through its Ukraine Humanitarian Appeal, which draws together 13 leading aid organisations. This equates to more than £1m an hour from launch.

Almost £3 million was donated to the DEC’s appeal through the matched giving platform, the Big Give, which serves as a further incentive in enabling people to double the value of their donations to Ukraine. Almost 9,000 people have chosen to give in this way, with match funding provided by the UK Government’s Aid Match scheme and The Reed Foundation.

Describing the platform as a ‘generosity multiplier’, James Reed, chair of the Big Give, highlights the strength of the scheme in empowering donors to double their impact, saying: “The public has been incredible in the wake of this terrible crisis.”

Upscaling NGOs support in neighbouring nations

With more than half of Ukrainian refugees currently fleeing to Poland (1.85 million to date), and the Moldovan population reportedly swelling by over 4% in these few weeks since the invasion, NGOs in Ukraine’s neighbouring nations are now on the front line of a migration crisis.

Marcin Chmielowski, director of the Polish Fundraising Association, says: “In Poland, people have been hugely welcoming, donating generously and members of the Polish Fundraising Association are enormously involved in aid activities.

“As it stands, Polish NGOs are holding up pretty well and this is largely due to having pre-existing infrastructure in place, with reliable and experienced people. The Polish Humanitarian Action, for example, has been carrying out aid activities in Ukraine for some time, so the organisation understands the issues and how best to help.

“But there’s no doubt that this is a serious test of our organisational skills and ability to upscale our services, with such a mass influx of people in less than three weeks. If the Russian attack continues, the number of Ukrainian refugees in Poland will increase and make it even more difficult for us to provide the support needed. What we need now is systemic solutions that will enable us to grow and meet those needs as they evolve.”

Looking to the future, Chmielowski adds: “Fundraising has been critical during this time and Poles are becoming more used to donating. This will surely influence future appeals beyond the attack on Ukraine. However, we will need to convince supporters that giving is not only a short-term or emergency response – it can be longer-term.”

A father says farewell to his family as they are separated at the Lviv bus station. Copyright UNHCR.

Strategic focus and collaboration

Strategic and systemic support will, of course, be essential for organisations that are developing solutions for the challenges that lie ahead – be that employment, education or the broader integration of Ukrainian citizens in welcoming societies.

With a focus on the longer-term challenges that are too big for any single organisation to address, the Social Impact Alliance for Central & Eastern Europe has developed a dedicated fund to initiate and coordinate collective action among nonprofits, business and academia.

The Alliance’s founder, Anna Korzeniewska, says: “As this conflict may escalate into a long-term humanitarian crisis, cooperation as well as preparing nonprofits’ staff to secure financial sustainability of their organisations are critical, especially in the areas of fundraising, management, technology and communication.”

Through its re-granting programme, the Strong Civil Society Fund will award unrestricted grants to carefully selected or created coalitions, to work on strategic solutions to long-term challenges resulting from the crisis. This includes a new work programme for the education and integration of Ukrainian children in Poland.

Korzeniewska adds: “We believe that only through strengthening the region’s impact ecosystem, can we build resilient nations, capable of dealing with threats to peace, democracy and the rule of law.”

Right now, as the invasion continues, it’s the immediate humanitarian impact that remains front of mind. The Ukrainian spirit appears stronger than ever, inspiring immense support from across the globe and there is an overwhelming sense of unity from nonprofits, as they stand in solidarity with the Ukrainian people.

Main image by Miglė Kartanaitė, Creatives for Ukraine

As a community of fundraisers whose very purpose is to support one another across national boundaries and to protect civil society, EFA opposes brutality and we strongly condemn Putin’s attack on Ukraine.

We stand in solidarity with our members and friends in support of the Ukrainian people. We stand for a world that is fair and just, where people are treated with respect and kindness, and can live in peace.

Across Europe and beyond, NGOs and nonprofits are rallying to rescue and support those impacted by the war, delivering vital aid. Fundraisers have a critical role in sourcing funding, working fast and innovatively to inspire the public to help those in need in Ukraine. The success of these fundraising appeals has raised millions of Euros over the past week alone.

We encourage all those who are able to donate to do so, sharing links to some of the most prominent appeals below.

This page was last updated on 06 April 2022.

Donating to help Ukrainian people

Support Ukraine Now – Comprehensive list of Ukrainian appeals supported by the Cabinet of Ministers of Ukraine, offering a variety of options to help, including donating, sending humanitarian supplies, hosting Ukrainians and more

Ukrainian Red Cross – Appeal to fund first aid and humanitarian support in Ukraine

Razom for Ukrainę – Raising funding for critical medical supplies and to amplify the voices of Ukrainians

Come Back Alive – The largest organisation raising funds to equip the nation’s armed forces with technology, training and ammunition to defend Ukraine.

Appeal for the Armed Forces – Ukrainian appeal for the armed forces from the National Bank of Ukraine

Zagoriy Foundation – Working to develop a culture of charitable giving in Ukraine and to support the philanthropic infrastructure, Zagoriy Foundation pivoted during the Russian invasion to provide humanitarian and financial assistance to civil society organisations. Zagoriy is one of the hosts for #GivingTuesday in Ukraine.

Appeals in Central and Eastern Europe

Fundacja Siepomaga – Polish crowdfunding appeal for humanitarian aid

Fundacja Ocalenie Facebook Appeal – Polish Facebook fundraiser from Fundacja Ocalenie

Solidarity with Ukraine – Polish crowdfunding appeal on Pomagam raising funds for humanitarian aid

Polish Humanitarian Action – Fundraising for those who have been displaced and refugees coming to Poland.

Caritas Poland – Fundraising to keep families in Ukraine safe, and those who escape to Poland.

Darujme.cz – Czech online giving platform hosting multiple appeals to raise funds for Ukraine

Post Bellum – Czech appeal for non-combat equipment, including protective wear, such as helmets, drones and radios

I want to help – Czech directory of organisations helping those in Ukraine

Darujme.sk – Ukraine – Slovak online fundraising appeal, promoting multiple appeals to raise funds for Ukraine

Donio.sk – Ukraine Appeal – Collaborative appeal from Slovak NGOs and umbrella bodies

CEE Impact Fund for Ukraine – The think tank CEE Impact has established a fund to finance collaboration of nonprofits, business and academia to work on long-term solutions in the fields of: education and childcare for Ukrainian children; integration of Ukrainian citizens in welcoming societies; language support for children and adults; psychological and legal support for Ukrainian refugees; and employment opportunities for Ukrainian refugees

Directories of appeals for Ukraine that have been curated by national fundraising bodies and others

Austrian Fundraising Association – 20 Ukrainian appeals from Austrian nonprofits, curated by Fundraising Verband Austria

DonorInfo.be – A list of Ukrainian appeals from Belgian nonprofits, curated by DonorInfo.be

Finnish Fundraising Association – A list of Ukrainian appeals from Finnish nonprofits, curated by Vastuullinen Lahjoittaminen (VaLa)

Infodon – A list of France-based nonprofit appeals for Ukraine, curated by Infodon.

German Fundraising Association – A list of appeals in Germany, curated by DFRV

Fundraising Norway – A list of Ukrainian appeals from Norwegian nonprofits, curated by Fundraising Norge

Center for Leadership – A list of organisations and initiatives providing immediate response and long-term support for Ukrainian refugees, curated by the Center for Leadership in Poland

Spanish Fundraising Assocation – A list of nonprofit appeals for Ukraine, curated by Asociación Española de Fundraising

Give Sweden – A list of Ukrainian appeals from Swedish nonprofits, curated by Giva Sverige

Charities Aid Foundation (CAF) – A list of UK-based appeals, curated by CAF

Philea NGOs for Ukraine – A searchable directory of NGOs running appeals for Ukraine

The Wheel – A useful list of Irish appeals for Ukraine

International or collaborative NGO appeals

WHO Health Emergency Appeal for Ukraine – An appeal to fund vital healthcare provision to the Ukrainian population

KBFUS Humanitarian Response Fund – Run by King Baudouin Foundation United States, this fund is pooling contributions to be distributed to three local nonprofits working on the frontlines – Caritas Ukraine, People in Need Ukraine, and the Polish Red Cross

Global Giving’s Ukraine Crisis Relief Fund – Global Giving appeal, with aid distributed through local partners

International Rescue Committee’s Ukraine Appeal – Global appeal to those in need in Ukraine

Save the Children’s Ukraine Appeal – Global appeal to help Ukrainian children

UNHCR’s Ukraine Emergency Appeal – Global appeal to support families in need of humanitarian assistance

DEC Ukraine Humanitarian Appeal – The Disasters Emergency Committee draws together 15 leading UK aid charities. For a limited time, donations are being matched via The Big Give

Austrian Relief Coalition – Austrian appeal for Ukraine drawing together 6 humanitarian nonprofits, and supported by the Austrian Broadcasting Corporation (ORF)

Aktion Deutschland Hilft – Emergency Aid Ukraine – An appeal from Germany’s Relief Coalition for emergency aid for Ukraine

Betterplace’s Emergency Relief for Ukraine – German appeal on Betterplace to raise emergency relief funding for Ukraine

Œuvre d’Orient’s Emergency Appeal – The NGO Œuvre d’Orient is raising funds to support Ukrainian families and communities, welcoming them into neighbouring countries and to support programmes run by the Ukrainian diocese in France.

Specialist cause-based appeals

Internews Ukraine Appeal – This appeal aims to build and protect independent media, helping resist oligarch control and disinformation, funding evacuations and humanitarian response to support refugees in neighbouring countries

Soleterre’s Ukraine Appeal – Italian appeal to rescue Ukrainian children with cancer

To submit further details of appeals for consideration on this page, please contact us by email.

Charlotte, can you tell us about how you first got into fundraising?

My first professional role in fundraising came about when my alma mater, Stockholm School of Economics, recruited me to run their first alumni fundraising programme in 1997 and there’s been no looking back. I enjoyed the work with alumni, but it was when I moved on to major gift fundraising in 1999 as campaign director for the first capital campaign for a state university in northern Sweden that all the pieces came together. I love working with major gifts as it involves both strategic work within the organisation and engaging people to give gifts that can be transformational. Over the years, I’ve worked as a consultant for Brakeley, primarily in higher education and culture, as director of communication and fundraising for Ersta diakoni, and heading up marketing for three historical museums. When I felt I needed to broaden my experiences beyond fundraising, I became secretary general for AFS Interkulturell Utbildning for four years, before taking on the same role for Giva Sverige.

Under your leadership, the Swedish association FRII evolved into Give Sweden (Giva Sverige), what was the thinking behind this shift?

Actually, the organisation had talked about the potential for making this change for the best part of 10 years, because our former name, Frivilligorganisationernas insamlingsråd (or the Swedish Fundraising Council), didn’t really reflect the breadth of the fundraising and giving scene in Sweden.

With the new name, we wanted to put more emphasis on our role for transparency and governance in nonprofits as well as the act of giving, rather than focusing too heavily on the process of fundraising. The new name has been really helpful in re-positioning our association internally towards members and externally – becoming a champion for private funding of nonprofits in Sweden.

And what are you most proud of achieving at Give Sweden?

So far, I am most proud of the transformation we have been able to make in expanding our services to our members, while strengthening the association itself to ensure it is a strong and financially sound organisation. This includes professionalising our training and events programme, increasing our analysis capacity and improving our advocacy work. Now, we are just trying to figure out how we can take this further as there is so much potential for us to support our members even more.

How long have you been involved with EFA and why do you think it’s so important to share knowledge across national borders?

I got involved with EFA in 2017 as a member of the Certification committee but my first encounter with EFA was just a few months after I joined Giva Sverige in 2016 when I participated in the Annual General Assembly and Skillshare in Bratislava. And that experience illustrates why sharing knowledge is so important.

The Skillshare gave me insights into hot topics at the time, such as GDPR and the Payment Services Directive (PSD2), which turned out to have an immense impact on the members of Giva Sverige and provided me with a fast introduction and different perspectives that would have taken me months to uncover otherwise. Sharing perspectives and knowledge with other countries gives us a broader understanding, and the insights and inspiration to be used back home. And, in the case of EFA, it’s an opportunity to pool knowledge and resources to have greater impact on a European level.

Now you’re in post as president, what do you think is most important for EFA?

The past two years have been such a huge period of change for the sector and it’s more important than ever that we can come together, share our experiences and accelerate learning, identifying new ways to support the fundraising community. I’m keen to grow the network and find new ways of exploring common trends in fundraising and giving, and to strengthen our voice for the sector. We’re also working to develop an advanced certification model for fundraising, which I hope many associations will then be able to take on to create a more tailored advanced fundraising qualification for the profession in their country.

You mention the huge period of change for the sector, what do you think this means for fundraising?

It’s both an immensely challenging and exciting time for fundraising. The sector’s use of fundraising channels is changing, so too is what the public wants from us and how they want to engage. Particularly among younger generations, I see that supporters want to understand more about the charities they engage with and to become advocates, part of that movement. They don’t just want to hand over the money and move on.

I feel that the sector needs to encourage that shift and provide opportunities for people to get more involved with the organisations they support, but the challenge is to make this change without deterring them from giving. People’s donations really are vital. But it’s so important that we find that balance in delivering the engagement that supporters crave. Issues like this transcend national boundaries and I’m greatly looking forward to exploring those further at a European level.

About Charlotte Rydh

Charlotte Rydh is EFA’s president and the General Secretary of Give Sweden (formerly the Swedish Fundraising Council). Having started out in higher education, Charlotte first began fundraising professionally twenty years ago. While her focus has been primarily in major gifts, she has worked with a range of charitable causes, including healthcare, research, higher education, young people and the arts. She joined the Swedish Fundraising Council in September 2016, joined EFA’s Board in 2019 and became president of EFA at the end of 2021. Charlotte previously led EFA’s Certification Committee.

The two associations, Donors and Foundations Networks in Europe (Dafne) and the European Foundation Centre (EFC) have worked collaboratively on several initiatives in the past including Philanthropy Advocacy – a policy engagement hub for the philanthropy sector. Working increasingly closely over the years, their convergence intends to further strengthen voice and reach, creating a stronger and unified platform for philanthropy.

Philea will nurture a diverse and inclusive ecosystem of philanthropic organisations and support networks in over 30 countries that work for the common good. It unites more than 10,000 public benefit foundations that seek to improve life for people and communities in Europe and around the world.

Delphine Moralis, incoming CEO of Philea and CEO of EFC, says:

“Philanthropy in Europe plays a unique, risk-taking role in sparking innovation and acting as a catalyst for good.

“Together we are stronger, and will strive to inspire, connect and represent the European philanthropy sector and enhance its role as a credible and trustworthy partner, today and tomorrow”

Max von Abendroth, incoming chief strategy officer of Philea and former executive director of Dafne, adds:

“Philea’s values reflect a commitment to the principles of trust, collaboration, transparency, innovation, inclusion and diversity – all of which are needed now more than ever considering the critical challenges our societies are facing”

The new body will sit under the presidency of Angel Font, corporate director of research and health at “la Caixa” Foundation and chair of EFC, with Carola Carazzone, secretary general of Assifero and Dafne chair, serving as vice president.

With members based across Europe and the world, the secretariat of Philea will remain at Philanthropy House in Brussels, where Dafne and the EFC have both been housed, along with several other philanthropy networks and organisations.