Charities Institute of Ireland Spotlights Appco Marketing Article on the 2026 Fundraising Landscape

When the sector's leading voices want to understand where fundraising is heading, they increasingly look to the people closest to the conversation. That is exactly what happened last month, when the Charities Institute of Ireland, the representative body for Ireland's charity sector, chose to spotlight an article written by Denise Malone, Client Relationship Manager at Appco Marketing, on how public reception towards charities is changing and what it means for the future of fundraising.

For Appco UK, this recognition matters on two levels. It is an endorsement of the insight itself. But more than that, it is a signal of where thought leadership in fundraising now comes from: not from theory, but from the front line. It comes from the people having thousands of real conversations with the public every week, and from leaders like Denise who translate those conversations into strategy that clients and the whole sector can learn from.

Recognition that reflects real expertise

The Charities Institute of Ireland platform exists to equip charity leaders across Ireland with the thinking they need to navigate a changing environment. For Denise's article to be selected and shared with that audience places Appco Marketing’s work at the centre of one of the most important discussions in the sector right now: how charities adapt their case for support without losing authenticity.

It is a conversation Denise is uniquely positioned to lead. In her role as Client Relationship Manager, she sits at the intersection of charity partners, fundraising teams, and the public. She sees, in real time, how supporter expectations are shifting, and she has been instrumental in shaping how Appco Marketing responds, from campaign training and messaging through to the feedback loops that help charity partners refine their case for support mid-campaign.

The insight the sector is talking about

At the heart of Denise's article is an observation that will resonate with every charity leader: 

The public has not stopped caring, but they have changed how they give:  

• Supporters today ask more questions

• They want transparency

• They want to see a clear line of sight from their donation to its impact

• They are more selective about the causes they back

In her article, Denise reframes this shift as an opportunity rather than a threat. A more questioning donor is a more engaged donor, but only if fundraisers are trained to meet the supporters where they’re at. 

Her article sets out 3 ways this is achieved in practice: 

• Continuous training that goes beyond the campaign script into the charity's broader mission

• Clear, simple messaging that makes the impact tangible on the doorstep

•  The disciplined use of real-time feedback from thousands of weekly public conversations to sharpen how a cause is framed.

That last point is perhaps the most valuable contribution to the sector-wide discussion:

Face-to-face fundraising is one of the only channels that generate live, unfiltered insight into what supporters actually think, ask, and worry about. 

Under Denise's guidance, Appco Marketing has turned that insight into a genuine strategic asset for charity partners in Ireland, informing not just campaign delivery, but how organisations communicate their case for support across every channel.

Why this matters for the industry

The fundraising landscape is evolving quickly, and the organisations that thrive will be those willing to listen hardest and adapt fastest. Denise's article being picked up by the Charities Institute of Ireland confirms something we have long believed: the answers to the sector's biggest questions are being found in the field, in the quality of the conversation between fundraiser and supporter.

It also reflects the standard of leadership within our Irish operation. Denise's work with charity partners across Ireland exemplifies what Appco’s fundraising partnership looks like: collaborative, insight-led, and relentlessly focused on protecting the trust between charities and the public. 

Her recognition by the sector's national body is richly deserved, and it strengthens the evidence base for face-to-face fundraising at a time when demonstrating its value has never been more important.

Taking the lead

At Appco UK, we see it as part of our responsibility to contribute to the sector's thought leadership. When our people share what they are learning, and when bodies like the Charities Institute of Ireland recognise that sharing ideas is important for the whole industry to hear, it raises the standard for everyone. 

Charities, fundraising partners, and ultimately the supporters and beneficiaries at the heart of it all rise together. 

Congratulations to Denise Malone on this well-earned recognition. Her article is essential reading for anyone involved in fundraising today and a clear demonstration of the calibre of expertise driving Appco Marketing’s work with its charity partners.

Denise Malone's full article, Public reception has changed: how charities can adapt their case for support without losing authenticity, is available via the Charities Institute of Ireland.