From sleep-outs to sporting challenges, as fundraising becomes more competitive and donors more intentional, Irish charities are rethinking how they connect with supporters.
Traditional models still matter, but they increasingly sit alongside digital platforms, experiential events and long-term corporate partnerships that offer deeper ways to get involved. This shift is reshaping not only how people give, but how charities tell their stories and demonstrate impact.
There continues to be strong support for the work of Irish charities, and many people are particularly generous at Christmas time, says Gaby Murphy, director of development and fundraising at Concern.
“Trust in charities has continued to rise over the last 10 years, underpinned by the commitment across the sector towards high levels of transparency and accountability,” says Murphy.
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In 2019, the World Giving Index ranked Ireland as the fifth most charitable country in the world over the previous 10 years, making our small nation the most generous in Europe, and had us standing shoulder to shoulder with countries with populations vastly larger than our 5.3 million, Murphy adds.
“Out of those surveyed, 29 per cent said they had volunteered in the last month; 59 per cent of people said they had helped a stranger; and 65 per cent said they had donated money to a charity – giving us a ninth place ranking in that category.”
While traditional fundraising such as bucket collecting still has its place, the public is increasingly drawn to experiential and digitally enhanced initiatives, says Grainne Kennedy, head of philanthropy and partnerships with Focus Ireland.
“People want to do something that feels purposeful, whether that’s taking part in a sleepout, completing a personal challenge or supporting a friend’s fundraising page online,” she says.
“Digital platforms have transformed the way people engage with causes, making it easier to donate, share stories and explain why an issue matters to them. Hybrid campaigns that combine in-person experiences with online fundraising have become the norm and continue to grow year on year.”
In previous years the sector would have had high levels of donors giving regular gifts by direct debit, which remains one of the best and most tax-effective ways of giving to charity, providing reliable income for charities to plan long term, says Murphy.
Sleep-outs, corporate-led fundraising, and challenge-based events continue to grow strongly, says Kennedy. “Events that create a sense of solidarity and allow participants to feel personally connected to the issue are driving the most engagement.”
The approach that stands out as particularly effective is building strong, bespoke partnerships with the corporate sector, says Mairead McGinn, commercial director with ISPCC.
“Our approach is to develop genuine, tailored partnerships. These relationships deliver long-term impact because they align a company’s values with our mission, creating shared purpose and measurable outcomes.”
Beyond the corporate space, more and more charities are actively fundraising, particularly in the digital space, and there are many worthy causes for people to choose from, says Murphy. “The data shows that most people give to several charities rather than concentrating all of their support on just one charity.”
People remain deeply committed to supporting those experiencing homelessness, but they are more thoughtful about how they give, says Kennedy.
“Donors want to see that every euro is used effectively and expect clear, accessible reporting on outcomes. This shift reinforces the importance of trust, good governance and consistent communication, all of which remain central to Focus Ireland’s approach.”
Kate Conroy, head of partnerships with Barnardos, says being able to shift work online has helped to keep the funds rolling in. Tailored fundraising pages and other online supports make it even easier to support the charity.
“We’re very conscious that donating during a period of rising living costs can be challenging for people,” says McGinn. “This economic pressure also impacts the children and young people who rely on our services, making our work even more vital.”
In the run-up to Christmas, every euro counts in helping Barnardos give every child a happy Christmas, says Conroy. “People in Ireland are very generous. Despite everyone’s personal struggles, as a community we continue to gather and support those who need extra help. But sadly, more and more families will struggle this Christmas.”
At the end of the day, people give to people – and storytelling remains at the heart of that, says McGinn. “The biggest opportunities for fundraising innovation lie in blending technology with human connection. While digital platforms and AI will continue to evolve, the real challenge and opportunity for the sector is figuring out how to use technology to create personalised donor experiences without losing the emotional elements that make giving meaningful.”
Corporate partnerships, in particular, are becoming increasingly strategic, says Kennedy. “Our 10-year partnership with Bord Gáis Energy is a testament to how powerful this approach can be. It extends far beyond financial support, encompassing volunteering, awareness campaigns, technical expertise and ongoing staff involvement.”
Future opportunities are to be found in working more closely than ever with donors and partners to create long-term change for children, to really change their story, says Conroy: “It’s all about working collaboratively to make a real impact.”
