Face-to-face fundraising still works, but the conversation has changed, says Appco UK

Field marketers engage the public

When Appco UK first started more than 25 years ago, face-to-face fundraising was a fresh and exciting way for charities and organisations to connect with people on the street and at their doors. Back then, a friendly introduction and a clear conversation could be enough to inspire a new supporter. Fast forward to today, and this same method for gaining regular supporters still works, but the conversations that are taking place have changed. Audiences have changed how they gather information. Through social media and alternative media channels, people are more aware of global issues, more connected, and far more selective about who they give their time and trust to.

Face-to-face fundraising has undergone significant evolution. The question is no longer “how do we get people to become supporters?” but rather “how do we create authentic, lasting relationships in a world where so many worthy causes are competing for attention?”

That shift has transformed how fundraisers initiate conversations, share stories, and create lasting connections. Appco UK explains where the biggest changes have happened and what this means for our Charity Partners as they prepare for their next project. 

The Power of Human Connection

Despite all the changes in technology and communication, one truth remains unchanged: nothing compares to a genuine human connection. People remember a face, a smile, and an in-person conversation.

This is where the shift has happened. People are more intentional than ever about the messages they engage with. Surrounded by voices from global campaigns to grassroots movements, they’re tuning in to what feels genuine and aligned with their own values. For charities, that means there’s a huge opportunity to connect more deeply by leading with authenticity and purpose.

Listening first, tailoring the conversation, and genuinely understanding what motivates someone to care are now the hallmarks of successful face-to-face engagement.

In-Person Storytelling is a Two-Way Conversation

Fundraisers have always used stories to move people. Stories put a human face on complex issues, and when people are so busy, a story can quickly capture the tangible impact of giving. But storytelling today is not about delivering a polished anecdote and waiting for someone to sign up.

The most dedicated supporters are drawn to stories that feel real, unscripted, and relatable. That might mean Brand Ambassadors share their personal connection to a cause, or highlight smaller, everyday projects that have been made possible through the help of regular donations. Alternatively, it may involve discussing the progress of larger projects that are part of a broader, long-term objective.  

At Appco UK, we’ve found that compelling storytelling is a two-way street. It’s not just about telling your story to supporters, but also creating space for them to share theirs. This is about why supporters become regular donors, what they value, and how they want to make a difference. When supporters feel part of the story, rather than just listeners, the connection becomes longer-lasting.

What are the Main Shifts in Conversation We’ve Seen? 

What does effective face-to-face engagement look like now? Here are some of the shifts we’ve seen after being part of this fast-changing and innovative industry:

1. From persuasion to partnership - The modern approach is about inviting people into a partnership, and for people to understand where the value is.

2. From conversation to connection - Instead of memorised lines, successful ambassadors today are trained to have real conversations. This means listening, asking questions, and adapting to the individual.

3. From urgency to transparency - Urgency still has a place, but supporters also expect clarity. How will their money be used? What impact will they see? Transparency builds trust and loyalty.

4. From one-off gifts to long-term relationships - The goal isn’t just a single donation. It’s about explaining value and setting clear goals that people can follow, thereby becoming part of a community.

5. From global to personal - The world may be interconnected, but people still respond best when they can see how their contribution makes a difference to an individual or community. 

What We’ve Learned & Where We’re Heading

At Appco UK, we’ve had a front-row seat to the evolution of face-to-face fundraising. We’ve learned that the fundamentals of human connection never change, but the way you apply them must.

• People want to be heard, not pitched to.

• They want honesty, not gimmicks.

• They want to feel part of something bigger.
  

That’s why our training, processes, and partnerships have always focused on empowering ambassadors to be authentic storytellers and empathetic listeners. We help connect organisations with networks of professionals who create campaigns that don’t just raise money, but build communities of loyal supporters who understand what they’re moving towards.

Indeed, the conversation has changed, and that’s a good thing. When we adapt, when we show up as human beings first, and when storytelling remains at the heart of how we lead, face-to-face interactions become more powerful than ever.