Within the UK charity sector, approximately one third of income is generated through fundraising. It remains an incredibly important element of the sector’s financial sustainability. However, maintaining public trust is essential to ensure that fundraising continues to be a viable and effective method of generating income to enable charities to carry out their purposes.
The Charity Commission recently updated two key pieces of guidance relating to fundraising; one related to trustee duties and the other related to charities when emergencies happen. Both guides have been shortened which allows for the core principles to be understood and better implemented by trustees.
CC20: Charity Fundraising
First and foremost, charities must comply with the law and should adhere to the Code of fundraising Practice which was recently updated and came into effect on 1 November 2025.
- Planning fundraising effectively
- Delegating fundraising
- Solicitation statements and other fundraising materials
- Working with professional fundraisers or commercial participators
- Fundraising by trustees or connected people
- Fundraising by your charity’s subsidiary
- Protect your charity and its funds
- Be open and accountable
Although trustees may delegate fundraising activities to the executive or volunteers, they remain ultimately responsible. Trustees must ensure that fundraising is carried out properly, lawfully and in line with CC20 and, if the charity is registered with the Fundraising Regulator, the Code of Fundraising Practice.
The Charity Commission places particular emphasis on protecting charities and their funds, especially in relation to fraud. It highlights that fundraising-related fraud can arise in a variety of ways, including theft of cash, misuse of the charity’s branding or fundraising materials, and phishing or other scam communications.
Where there is uncertainty about suspected fraud or whether a matter should be reported, trustees should follow the Commission’s guidance on serious incident reporting and regulatory compliance.
CC40: Fundraising for an emergency
While emergencies are, of course, events we would prefer to avoid, they do occur, and charities play a significant role in raising both awareness and funds in response.
Recent examples include:
- The National Emergencies Trust, which raised approximately £100 million during the COVID-19 pandemic to support communities across the UK.
- The Disasters Emergency Committee (DEC), a coalition of leading UK aid charities (including the British Red Cross), which raised over £446 million through its Ukraine Humanitarian Appeal following the outbreak of war in 2022.
These examples demonstrate both the generosity of the public and the importance of clear, well-managed emergency fundraising campaigns.
Key Points from the Updated CC40 Guidance
The updated guidance emphasises that a charity may only raise funds in line with its charitable purposes as set out in its governing document. Trustees must ensure that any emergency appeal falls within any limitations imposed by the governing document, for example a limitation on what the charity can do, who it can help and where it can help.
When launching an emergency appeal, charities must clearly communicate:
- What the funds are being raised for.
- How the funds will be used (for example, whether the charity will deliver relief itself or provide funds to another experienced charity or organisation).
- How the charity will report back on the appeal’s impact and achievements.
Transparency is critical to maintaining donor confidence.
Emergency fundraising can generate significant public support and provide vital assistance during times of crisis. However, trustees must ensure that appeals are legally compliant, clearly communicated and aligned with their charity’s governing document. By prioritising transparency, careful planning and adherence to Charity Commission guidance, charities can both respond effectively to emergencies and maintain the public trust on which successful fundraising depends.
Sources
How we’re helping trustees navigate their fundraising responsibilities – Charity Commission
Charity fundraising: a guide to trustee duties - GOV.UK
Fundraising for an emergency: guidance for charities (CC40) - GOV.UK
How to report a serious incident in your charity - GOV.UK
Appeals | National Emergencies Trust
Ukraine Humanitarian Appeal | Disasters Emergency Committee
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