Jessica Williams, Policy and Wales Stakeholder Manager at the Charity Commission shares key fundraising considerations for voluntary organisations in Wales in light of the updated guidance.
Many charities rely on public donations to fund their activities and services. The Charity Commission’s recently updated guidance on fundraising (CC20), and a separate piece on emergency appeals (CC40), are there to help charities raise funds with confidence. Together, they provide a practical framework for responsible, ethical and effective fundraising.
WHY HAVE WE REVISED THE GUIDANCE?
Public generosity remains pivotal, contributing £31.4bn in donations and legacies alone in 2023, which is nearly a third of charity income. Yet our 2025 research shows fewer people have donated or fundraised over the past five years, meaning charities may need to work harder to attract and sustain public support.
WHAT’S CHANGED?
Fundraising law can feel like a lot to keep on top of. We’ve shortened both guides, so that trustees can quickly pick up the key messages.
The Charity Commission’s guidance should be read alongside the Fundraising Regulator’s Code of Fundraising Practice, which was updated last year.
FUNDRAISING IS THE BOARD’S BUSINESS
How you fundraise should reflect your charity, its purpose and values and the difference it wants to make. This means fundraising is a governance responsibility. Trustees are ultimately accountable for how money is raised in the charity’s name. Even if staff, volunteers or external agencies run fundraising activities day-to-day, trustees must set the direction, approve the strategy and ensure proper oversight from start to finish.
START WITH PURPOSE
Charities should be confident that every fundraising activity supports the organisation’s purposes and aligns with its values. CC20 encourages charities to ask simple but important questions, such as:
- What impact are we aiming to achieve?
- How will we use the funds we raise?
- What are the risks?
This will help you focus and write a fundraising plan. Keep it proportionate – if you fundraise on a small scale, a short, clear document may be enough.
KNOW YOUR RISKS
Fundraising carries risks. Some are financial – such as not raising what you expect. Others relate to reputation, partnerships or the nature of the campaign. For example, risks may arise when:
- working with external organisations
- engaging professional fundraisers and commercial participators (a company or person who states that money they make from selling goods or services, or from some other commercial activity, will be donated to a charity or charities)
- running highly emotive or high-profile appeals
Charities are expected to understand the risks that apply to them and manage them effectively, the law can help with this.
EMERGENCY APPEALS: ACT QUICKLY, THINK CAREFULLY
CC40 deals with emergency appeals and recognises the public’s desire to give quickly in response to major events and humanitarian crises. Emergency appeals can be powerful, but they require careful thought. Before launching an appeal, charities should be confident about:
- the charity’s role in responding
- its capacity to deliver
- how funds will be used in practice
Above all, remember you can only raise funds for your charity’s purposes, which CC40 can help with.
NEXT STEPS: BUILDING TRUST FOR THE LONG TERM
Fundraising is your way of connecting with the public to encourage their support. But it’s also important to ensure the public’s generosity is never taken for granted.
Strong governance and controls protect public trust. When donors trust your charity’s integrity, they’re more likely to give again.
In your next Board meeting, challenge whether your fundraising strategies, policies and any planned appeals reflect the guidance. If they don’t, take the time to make the necessary changes. This will likely save time, resource and reputation in the longer term.
You’ll find the new guidance on the gov.uk: