Benchmarking F2F Fundraising: What 60 Charities and 16 Agencies Can Tell Us

Face-to-face fundraising has always been a people-led discipline, built on conversations, trust and human connection. But to sustain that work long term, the sector also benefits from something else: sharing learnings. That’s why the Chartered Institute of Fundraising (CIoF) taking the lead on the first annual Face-to-Face Fundraising Benchmarking Report matters so much. 

By bringing together shared knowledge from 60 charities and 16 agencies, including Appco UK, the CIoF has created something the sector has been waiting for: a clear, credible benchmark for understanding how face-to-face fundraising is performing, how it’s changing, and exploring the ways in which the findings can be applied to add value for all involved.

At Appco UK, we welcome what this report represents. The CIoF has taken an important step in bringing together charities and agencies to openly share data and build a clearer picture of face-to-face fundraising across the sector. 

Creating space for this kind of transparency and learning benefits everyone involved, and we’re proud to be part of this broader conversation. Appco UK focuses on what this report reveals about the current state of face-to-face fundraising, and why it matters.

A first-of-its-kind benchmark for F2F fundraising

This is the first annual benchmarking report focused specifically on face-to-face fundraising, and that alone represents taking steps towards an industry that values collaboration. Historically, conversations about door-to-door and private site fundraising have often relied on anecdote, isolated datasets or individual experience. But this report establishes a common reference point or a foundation on which the sector can continue to build and refine best practices. 

Benchmarking is most valuable when it replaces isolated datasets and individual perspectives with a shared evidence base. This report covers a common baseline: an agreed starting point for more informed discussion about what “good” looks like in face-to-face fundraising.

A clearer picture of performance

In 2024, face-to-face fundraising generated over 685,000 new supporters in the UK, a figure close to the pre-pandemic level recorded in 2019. Based on these sign-ups, the report estimates approximately £50 million in first-year income, reinforcing the channel’s benefits in raising significant income for charities in the uk.

The report also highlights differences within face-to-face fundraising itself. Door-to-door fundraising accounted for around 284,000 supporters acquired, making it the strongest-performing route to market. By breaking performance down in this way, the report gives charities and agencies a shared, bigger view of where face-to-face fundraising is strongest and where further learning and planning are needed.

Evidence of resilience through challenging times

One of the most striking themes in the report is resilience. The data shows that face-to-face fundraising has continued to deliver through periods of disruption, including the pandemic and the cost-of-living crisis. At a time of income uncertainty, face-to-face remained a reliable way to recruit new supporters and generate ongoing income.

It reflects the adaptability of face-to-face campaigns, fundraisers' professionalism, and the strength of partnerships between charities and agencies. For organisations like Appco UK, this finding supports the findings we see every day: that F2F fundraising, as a method, can provide stability and long-term income for charities looking to increase their donor base and fund projects.

A foundation for future learning — not a final verdict

Importantly, the CIoF is clear that this report is not the final word. The introduction positions the benchmarking work as a starting point for continued collaboration and deeper learning over time. That framing matters. Sector-wide development doesn’t come from one-off studies, but from continued dialogue, reflection and collaboration.

As the report is repeated over time, the benchmarks will grow in depth and findings. This will allow trends to be tracked more clearly and support more detailed analysis of supporter longevity, early experiences, and long-term value.

That mindset aligns strongly with how we work. At Appco UK, data is not about optimisation for its own sake, but about relationships, improving early experiences, and applying learnings from a wide number of charity partners to new campaigns. This ensures the people who choose to support our Charity Partners do so with confidence and trust.

Learnings from the reality on the ground, not just numbers

The report also includes commentary from fundraising managers and sector leaders. Numbers tell us what is happening, but those with the experience and know-how help explain why.

It includes:

• Multiple years of data

• Comparisons across different routes to market 

• Charity and agency perspectives

• Operational insights 

By pairing quantitative benchmarks with lived experience, the CIoF report reinforces the idea that sector learning is collective. Fundraising works best when insights flow both ways. This combination helps charities contextualise the figures and reflect on how strategy, training and supporter experience influence outcomes.

Why this matters for the future of face-to-face fundraising

Taken together, the report sends a clear message: face-to-face fundraising remains a vital, effective and adaptable part of the fundraising mix. It is about growth and learning, openness, evidence and shared responsibility.

We’re proud to be part of that conversation and to share our findings so everyone benefits. At Appco UK, we see daily how continuous collaboration translates into stronger supporter relationships. This report reinforces the importance of that work. It reminds us that when the UK sector comes together to learn, everyone benefits: charities, fundraisers, and ultimately the causes we exist to support.