FIA released their white paper for the month of May detailing the work the sector body is doing to ensure the sustainability of the fundraising sector.

FIA white paper priorities for 2021

FIA outlined the fundraising sector’s challenges, trends and priorities in May’s white paper, available to FIA members. While the past few years have been especially challenging for the sector, some silver linings have appeared.  

Trust in charities has risen and overall, the sector is well perceived and viewed as essential for creating change. However, we’re still burdened by the age-old narrative around how much of each donation goes towards administration costs.  

The pandemic has pushed Australia and the world into embracing digital fundraising and cashless ways to give. Australians are also happy to adopt new ways of giving using technology such as facial technology, internet-connected TV and digital billboards. 

This move to digital fundraising will become more prominent with the ageing of Generation Z – a generation that FIA predicts will become more of a focus for charities in the near future.  

But, of course, there are some challenges facing the sector. Fundraising is still not considered a career or profession by the general community. The impacts of the end of JobKeeper and insignificant increase to JobSeeker won’t be known until mid-year. There is still a concern that giving, while steady over 2020, could decrease in 2021. 

And the sector’s most valuable resource – its people – are stressed, anxious, exhausted and overwhelmed.    

Sector trends according to FIA  

  • More charities will move to fundraising online. Digital will remain a constant fixture and new channels like TikTok will be adopted. 
  • Virtual events will evolve but will likely remain  
  • Charities will turn their attention to Generation Z 
  • More charities will co-opt QR codes for fundraising 
  • Charities should leverage artificial intelligence, bots and machine learning 
  • Cryptocurrency use will increase 
  • Demand for fundraisers will continue to increase with a shortage of major gifts specialists and a demand for experienced database managers. Digital marketing skills will also be highly sought after 
  • Remote work will continue 

FIA’s priorities for 2021 

As the peak fundraising body, FIA will continue to push for red tape reduction for fundraisers and harmonisation of regulation across states and territories. A survey released last week by the Communities Council For Australia revealed that unnecessary red tape is costing each charity in excess of $10,000. 

FIA’s regulatory and policy team will also focus on online fraud, data privacy and continue to assist charities through charity mail relief packages and establishing a parliamentary friend’s group.  

They will continue to build community awareness around the importance of gifts in wills through the Include a Charity campaign. 

There will also be changes to the FIA Code announced later this year.  

Head to the FIA member section to view the full white paper.  


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