Managing in the New Normal Survey 2015

26th March 2015

Charity Finance Group, together with the Institute of Fundraising and PricewaterhouseCoopers, have carried out the eighth annual survey looking into the complex issues and challenges facing charitable organisations.

‘Managing in the New Normal’  2015 survey shows charities in resilient and optimistic mood but finds that they still need to prepare for an ever challenging future.

Download the report here (pdf)

CFG’s research, alongside Institute of Fundraising and PwC shows that 70% of respondents said that their charity had experienced an increase in demand for their services over the past 12 months and the same number said they expected an increase in demand for the next 12 months.

Over 400 charities responded to the 2015 survey, providing a real insight into the state of the sector. Their answers are a good indicator of the current economic and political backdrop that’s impacting the sector and their areas individually. Their top priorities for government are to ensure the sustainability of the sector as well as promoting charitable giving. However, a majority of respondents identified public funding cuts as the most important challenge facing the sector and 40% of charities say that they are not sufficiently resourced to meet rising demand for their services, up from 27% for 2014.

  • 41% of respondents plan to explore new fundraising options in the next 12 months
  • Investing in fundraising remains a popular strategy with 45% intending to increase fundraising in current areas of focus and 41% plan to start fundraising in new areas over the next 12 months
  • Top priorities for the next government are to ensure the sustainability of the sector, promoting charitable giving, and protecting the independence of the sector.
  • Public sector income remains the main area of financial concern
  • Some 57% of charities reported an increase in staff level in the past 12 months, an increase from last year

Caron Bradshaw, Chief Executive of Charity Finance Group commented on the survey results:

 “The operating environment for charities continues to be tough. But this year’s survey shows that the sector has responded to these challenges with its traditional resilience and innovation. Charities have been taking hard decisions in order to meet rising demand whilst trying to generate new sources of income. If the sector is to thrive and grow in the future, policy makers need to create an enabling environment. Government, regulators and charities need to come together to put in place the foundations to build a more resilient, independent and sustainable sector over the coming years.”


Last year...
In 2014’s "Managing in the New Normal" survey, respondents were feeling the impact of increased scrutiny on the sector. 90% of respondents felt that charities had fallen under a negative spotlight, and just over a fifth said that they felt this had negatively impacted their fundraising. Nearly half (49%) of charities said that over the last year they had taken steps to enhance levels of transparency and disclosure of financial information. However they did predict an improvement too, with 70% of respondents feeling optimistic about the next 12 months.


In partnership with:

IoF Logo                     PwC

The Institute of Fundraising   PricewaterhouseCoopers

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