The future of charity

Earlier this week, I had the privilege of speaking at a Good Futures event, where charities and organisations came together to explore whether the current charity model is fit for purpose. This is a topic that’s close to my heart. Over the past decade, I’ve worked closely with some of the UK’s largest charities and I’ve seen firsthand what works, what doesn’t - and where the sector must evolve to remain relevant and impactful.

My session focused on the question: “What do corporates want from charities — the future of impact collaborations?” Drawing on my time at Virgin Media, I shared inspiration alongside honest truths about what has succeeded and what has fallen short. If you know me, you know I don’t hold back - and there’s always plenty to share.

Charities today are facing unprecedented challenges. The cost of living crisis has increased demand for services at the same time as operating costs continue to rise. Staff retention is a significant issue, as many talented professionals are moving toward purpose-driven corporations that offer stability, development, and recognition. Fundraising is tougher than ever: people have less disposable income, marketing budgets are constrained and competition for limited funds is intensifying. Charities are doing more with less - and the pressure shows.

To thrive in this environment and build meaningful partnerships with corporates, charities need to focus on five key areas: people, partnerships, platform sharing, planning and purpose. They need talented, committed teams who can get the work done. Partnerships must be built on trust, with everyone coming together to achieve shared goals. Access to platforms and networks allows charities to amplify their work and impact. A clear plan ensures resources are used effectively, and above all, a sense of purpose keeps everyone aligned and motivated.

Looking forward, the charity sector could look very different in 20 years time. Some charities may consolidate or even disappear as companies increasingly encourage employees to support local causes directly. Corporates themselves may take on a more prominent role in driving social change - commissioning research, bringing in experts and using universities to measure social impact. At the same time, local and regional charities will continue to play a critical role, delivering impact at the grassroots level and addressing community-specific needs.

Corporate-charity relationships will also evolve. Instead of one-off initiatives like “charity of the year” programs or employee votes, collaborations will become more strategic and long-term. Purpose-driven companies will look for charities that provide credibility, expertise, and access to beneficiaries, while offering their own platforms, networks, and resources in return. The most successful partnerships will resemble a marriage: understanding each other’s values, vision, and ecosystem, putting in the hard work, and being intentional about how each speaks about the other.

The sector’s future demands boldness, flexibility, and a growth mindset. Charities must embrace change, experiment with new models, and focus on partnerships that deliver measurable impact. Corporates must be strategic and purposeful in their collaborations. Together, they can create a model of positive change that is sustainable, impactful, and relevant in a world where social challenges are only growing in scale and complexity.

The future of charity is not just about survival - it’s about evolution. It’s about building partnerships that are smarter, stronger and more impactful than ever before - and having the courage to challenge existing norms and rethink what a charity can be.

Visit the Good Futures website to read the full report and more of my comments: https://goodfutures.co.uk/assets/uploads/Articles/Paradigm-Shift/Future-of-charity-full-report.pdf