Navigating the New 2025 Code of Fundraising Practice: A Guide for Non-Profit Leaders

At a Glance

This article outlines the transition to a principles-led regulatory framework under the new 2025 code of fundraising practice. You will find actionable strategies to update your governance and digital methods while ensuring your non-profit maintains deep donor trust.

What Is the 2025 Code of Fundraising Practice?

The 2025 Code of Fundraising Practice is the culmination of a multi-year, three-stage consultation process involving extensive dialogue with the voluntary sector and the general public. The fundraising code of practice UK officially entered its newest phase on 1 November 2025. Its introduction marks the most significant update to fundraising standards in nearly a decade, designed specifically to modernise the standards and make them more adaptable to rapid technological change and evolving donor expectations. 

While the 2019 Code was characterised by exhaustive checklists and specific, often rigid rules, the 2025 version operates on the premise that fundraisers should use professional judgment guided by core ethical principles rather than simply following a set of prescribed steps. This update simplifies previous rules by focusing on four primary pillars: 

1. Legal

This principle mandates that all fundraising must adhere to the underlying laws of the UK. The Code explicitly notes that a breach of law, whether related to data protection, equality, or licensing, is an automatic breach of the Code.   

2. Open

Transparency is the cornerstone of this principle. Charities are expected to be clear about their identity, their methods, and the financial implications of donations, including fees charged by third-party platforms.   

3. Honest

This principle focuses on the integrity of the appeal. It prohibits misleading information, whether by inaccuracy or omission, and ensures that claims about the impact of donations are verifiable.   

4. Respectful

This principle governs the behaviour of fundraisers, mandating politeness and prohibiting undue pressure, intrusion, or persistent approaches that could cause anxiety or distress to donors.   

This principles-based framework gives your organisation more flexibility in how you apply the rules. However, it also demands a stronger internal culture of ethical awareness and accountability and continuous training for all your staff and volunteers. Under the new 2025 code of fundraising practice, every interaction with a supporter must be measured against these core values to ensure your fundraising remains ethical and sustainable.

Main Changes from the 2019 Version (Governance, Partner Monitoring, Digital Fundraising) 

Increasing Trustee Accountability

The new 2025 Code of Fundraising Practice places governance at the epicentre of fundraising compliance. Under Section 2.1, the definition of “you” refers explicitly to the governing body of a charitable institution, which means your board of trustees or church council, which places a significant increase in responsibility on the trustee’s duties. They should align their oversight with existing UK Charity Commission guidance to ensure every campaign remains ethical.

Mandating Digital Fundraising Transparency

Online fundraising platforms must now be transparent regarding their fee structures, including commissions or “tips”. Donors must be able to see exactly how much the platform receives from their contribution before they provide any financial details. This transparency ensures that supporters make informed decisions and maintain the “Honest” principle in a digital-first environment.   

Strengthening Third-Party Oversight

The updated standards require you to make all reasonable efforts to ensure that third-party fundraisers follow the fundraising code of practice UK. You must include mandated terms in your written agreements, such as precise payment methods, subcontracting controls, and clear termination rights. This prevents ethical lapses by external partners from damaging your charity’s public standing.   

Regulating Public Fundraising Behaviour

New rules for public collections include the “three-step” rule, where street fundraisers must not walk more than three steps alongside a potential donor. Fundraisers must also stay at least three metres away from station entrances and cash machines to avoid causing an obstruction. These changes prioritise the public’s right to use communal spaces without feeling pressured or unreasonably intruded upon.   

Protecting Fundraisers from Harm

A significant new requirement (Rule 2.1.2) mandates that you take reasonable steps to protect fundraisers, whether they are employees, volunteers, or third parties, from harm and harassment. You must establish clear reporting channels and ensure safe working environments for everyone representing your cause. This update acknowledges the risks faced by frontline staff in public-facing roles. This is particularly vital for organisations relying on volunteers for street collections or door-to-door activities, where exposure to public hostility or unsafe conditions is a tangible risk.

Key Steps Your Non‑Profit Should Take

Updating your internal processes is essential for staying aligned with the new 2025 code of fundraising practice. Following these steps helps you manage the transition without unnecessary friction.

Review Your Digital Assets 

As QR codes become a standard tool for physical-to-digital giving, the Code highlights the risks associated with “quishing” (QR code phishing). As a nonoprofit you must check your  QR codes and contactless terminals to ensure they are secure against fraud. Moreover, you should verify that all digital donation flows include clear fee breakdowns before a supporter enters financial details.  Keeping these tools secure and transparent protects your organisation and builds lasting donor confidence.   

Brief Your Trustees Regularly 

You should conduct briefing sessions for trustees, staff, and volunteers to explain the new 2025 code of fundraising practice. Educating your board on their elevated duties helps them exercise “reasonable care.” They need to understand that they are now accountable for assessing reputation risks and protecting fundraisers from harm. Integrating fundraising oversight into every board meeting agenda is an excellent way to maintain this focus.

Update Your Written Agreements 

Ensuring your contracts with fundraising partners meet the latest standards is mandatory. These documents must define precise payment methods and grant you the right to terminate if your brand is at risk. Managing these relationships through clear, written documentation protects your organisation from the actions of third parties.

Focus on Safeguarding Procedures

Identifying vulnerable circumstances requires your team to be alert to signs of distress. Training your volunteers to stop an interaction immediately when a donor shows disinterest is a vital part of being respectful. You should also update your policies to ensure you never request regular donations from anyone under the age of 18.

Document Your Fundraising Decisions

Maintaining a thorough record of how and why you reach fundraising decisions is now a primary requirement. This includes documenting risk assessments for new campaigns and the reasoning behind refusing or returning donations. Having this evidence ready allows you to show the regulator that your governance is intentional and follows the four core principles.   

Risks of Non‑Compliance and How to Mitigate Them

Ignoring the updated fundraising code of practice uk carries significant consequences for your organisation. The regulator can suspend your fundraising badge or list your organisation in a public directory of non-compliant charities. Such actions can lead to a sudden loss of public trust and a decline in vital donations.

Failing to follow the rules often triggers a referral to the Charity Commission. Therefore, integrating uk charity commission guidance into your broader strategy ensures you remain within the law. Keeping minutes of why certain donors were refused or why specific payment structures were chosen provides the evidence needed during an investigation. Using a unified platform like KindLink ensures this information is accessible and never lost in complex filing systems.

How Kindlink Can Help Your Charity Align Fundraising Practice and Donor Trust

KindLink is a user-friendly platform for non-profits seeking scale and enhance their mission. The software makes it effortless to demonstrate your tangible impact to supporters while maintaining the highest standards of transparency. Here is how the platform aligns with the new 2025 code of fundraising practice:

• Track and Report Impact: Use real-time updates and visual storytelling to show donors exactly how their money creates change.
• Simplified Governance with the KindLink Charity CRM: Access a dashboard that gives trustees a complete view of all fundraising activity and volunteer engagement.
• Zero Platform Commission: Ensure more money reaches your cause, supporting the “Honest” principle of the fundraising code of practice UK.
• Compliance Tools: Manage Gift Aid and donor data in a transparent manner that aligns with uk charity commission guidance and GDPR.
• Secure Digital Giving: Benefit from government-approved security standards and FCA-regulated vetting that protect your organisation from digital fraud.

Ready to align your fundraising with the latest standards? Sign up today to see how our purpose-driven technology can transform your fundraising strategy.