5 Digital Trends That Will Impact UK Charities in 2026

Digital transformation in the charity sector is entering a decisive phase. By 2026, external pressures – shifting donor behaviours, rapid advances in technology, and heightened public expectations for transparency and inclusion – will demand more than incremental improvement. Senior leaders will need to make strategic choices that combine technological innovation with ethical and sustainable practices.

AI systems are moving from basic automation to deliver advanced predictive capabilities, offering unprecedented foresight into fundraising trends, service demand, and supporter engagement. Environmental responsibility is increasingly shaping technology procurement decisions. Immersive storytelling tools are enabling deeper emotional connections between causes and communities (such as the Royal National Institute of Blind People (RNIB) Eyeware tool). And digital inclusion is becoming a defining measure of a charity’s credibility and reach.

These are not distant trends. They are unfolding now, and by 2026 they will separate organisations that lead with vision from those that risk being left behind. The following five developments highlight where forward-thinking charities can focus their attention to strengthen impact, resilience, and relevance in the year ahead.

1. Predictive AI and hyper-personalisation: Smarter supporter engagement in 2026

From predictive foresight to tailored supporter journeys

By 2026, AI's value for charities will go beyond forecasting donor behaviour and operational needs. It will enable real time hyper personalisation, delivering communications, content, and appeals that resonate with individual supporters at moments they’re most receptive. Leaders should not only pilot predictive analytics – identify donors at risk of lapse or those primed for higher giving – but also build the systems that serve timely, personal touches: anniversary notes, event invites tied to interests, or voice of supporter chatbots that reflect real understanding.

Sector analysis from Think Consulting Solutions highlights that AI-powered systems can analyse donor behaviour, segment supporters, and deliver the right message at the right time, dramatically increasing engagement and donations. Meanwhile, DonorCloud underscores AI’s transformative potential in UK charities – from segmentation and chatbot automation to predictive analytics for timely interventions. Generative AI can further enhance this by automating tailored thank-you messages, social content, and predictive campaign timing, but with human oversight.

Ethical guardrails for using AI in charity fundraising and engagement

Hyper personalisation must be balanced with ethics and trust. GDPR compliance, clear consent, transparent use of data, and safeguarding donor trust are paramount. Charities must avoid “creepy” messaging (especially while using AI), maintain the human touch in key supporter interactions and ensure messaging remains respectful and authentic.

Strategic actions for charity leaders to implement predictive AI and personalisation

1. Pilot targeted AI personalisation: Run small-scale campaigns using AI tools to segment supporters, tailor communications, and measure lift in engagement.
2. Integrate AI insights into decision-making: Link predictive analytics to campaign planning, donor stewardship, and service delivery strategies.
3. Establish AI ethics and governance policies: Create clear rules for consent, transparency, and oversight in AI-driven engagement to maintain trust.
4. Upskill teams in data-driven creativity: Train staff to interpret AI recommendations and blend them with human empathy and storytelling.

2. Advanced data capabilities and specialist hiring for UK charities: Building insight-driven organisations in 2026 

Why data capabilities will be critical for charities in 2026

In the year ahead, data will move from being a by-product of digital activity to the engine of strategic decision-making for UK charities. Fundraising, service delivery, and governance will all depend on the ability to gather, interpret, and act on reliable insights. This is driving a sector-wide shift towards specialist recruitment, bringing in analysts, data engineers, and insight leads to unlock the value hidden within CRM systems, fundraising platforms, and service data.

Research shows that charities that invest in in-house data skills see higher campaign ROI, better donor retention, and stronger grant applications. The 2025 Charity Digital Skills Report also points to data capability as a key digital maturity marker, with leaders identifying integration and analysis as top investment priorities.

From dashboards to data science: Embedding insight across the organisation

The days of static dashboards and quarterly reporting are giving way to real-time analytics and predictive modelling. Charities are increasingly:

• Running A/B testing across campaigns to refine messaging and channels.
• Using data to identify high-value donor segments and tailor stewardship journeys.
• Integrating operational data (such as service uptake) into fundraising strategies for more compelling impact reporting.

Embedding a culture of insight requires leadership buy-in, the right tools, and the skills to interpret results, not just collect them.

Strategic actions for charity leaders to build data capability

1. Conduct a data skills audit: Map existing capabilities, gaps, and potential upskilling needs across teams and governance.
2. Create dedicated insight roles: Invest in analysts, data scientists, or “Head of Insight” positions to embed expertise in-house.
3. Invest in integration: Ensure CRM, fundraising, and service delivery systems share data seamlessly for a single source of truth.
4. Champion a data-driven culture: Set expectations for data use in decision-making at board, leadership, and operational levels.

3. Sustainable digital infrastructure for UK charities: Circular IT solutions to cut costs and carbon in 2026

Why sustainability will shape digital decisions in 2026

Environmental responsibility is moving from a “nice-to-have” to a core consideration in charity procurement. Funders, beneficiaries, and supporters increasingly expect charities to demonstrate not just programmatic impact but also operational sustainability. This shift is driving the adoption of circular IT – the practice of sourcing remanufactured or refurbished technology to extend its life, reduce e-waste, and lower emissions.

Organisations such as Circular Computing supply carbon-neutral, BSI-certified remanufactured laptops, with partnerships including WWF-UK showing the viability of sustainable IT at scale. This approach aligns operational decisions with mission-driven values while delivering cost savings.

From procurement to purpose: Aligning IT with charity values

Circular IT is not just about replacing hardware, it’s a mindset shift in procurement. By 2026, we can expect to see:

• Environmental criteria in tenders alongside cost and functionality.
• Partnerships with certified remanufacturers to guarantee performance and sustainability standards.
• Impact reporting that includes carbon savings from IT procurement.

For many charities, aligning digital infrastructure with environmental goals will also strengthen brand trust, improve fundraising narratives, and attract environmentally conscious donors.

Strategic actions for charity leaders to implement sustainable digital infrastructure

1. Audit your existing IT assets: Identify devices near end-of-life and assess refurbishment potential before disposal.
2. Integrate sustainability into procurement policies: Include carbon footprint, lifecycle impact, and refurbishment options in tender criteria.
3. Partner with ethical IT suppliers: Source from certified remanufacturers with verifiable environmental credentials.
4. Report sustainability metrics: Include carbon savings and waste reduction in annual reports and donor communications.

4. Immersive storytelling with AR and VR for UK charities: New ways to engage supporters in 2026

Why immersive storytelling is becoming a charity game-changer

Immersive technologies such as augmented reality (AR) and virtual reality (VR) are moving beyond novelty and into practical, accessible tools for awareness, fundraising, and service delivery. By 2026, falling hardware costs, browser-based AR, and more intuitive content creation platforms will make it easier for charities of all sizes to use immersive media to create deeper emotional connections with supporters.

In 2024, the RNIB launched its Eyeware tool, an AR/VR experience that simulates common sight loss conditions to build empathy and understanding. Designed to work with VR headsets or via mobile devices, Eyeware demonstrates how immersive experiences can be both inclusive and impactful in driving awareness and advocacy.

Opportunities for charities to apply AR and VR

Charities can apply immersive storytelling to a wide range of activities, such as:

• Bringing donors and stakeholders closer to frontline work through 360° video.
• Offering virtual site tours for heritage or environmental projects.
• Creating interactive educational tools for schools and community outreach.

Accessibility remains critical. Immersive content should be co-designed with beneficiaries to ensure it is usable for people with disabilities, different sensory needs, and varying levels of digital literacy.

Strategic actions for charity leaders to explore immersive storytelling

1. Start with low-barrier tools: Experiment with browser-based AR or mobile-friendly 360° video before investing in specialist hardware.
2. Pilot a cause-focused immersive campaign: Develop a short AR or VR experience linked to a fundraising or awareness goal.
3. Co-design for accessibility: Involve service users and accessibility experts in content development from the outset.
4. Seek partnership opportunities: Collaborate with tech providers, creative agencies, or educational institutions to access skills and resources.

5. Digital inclusion for UK charities: Closing the gap in access and skills by 2026

Why digital inclusion is a strategic priority for charities

As charities adopt more advanced digital tools, there is a growing risk of leaving behind those without access to devices, connectivity, or digital skills. This digital divide affects not only beneficiaries, but also staff, volunteers, and trustees. In 2025, the Charity Digital Skills Report found that many organisations still face significant internal skills gaps, while external audiences often lack the resources to engage with online services.

Digital inclusion is becoming a key measure of organisational credibility. Funders, regulators, and supporters increasingly expect charities to ensure that the shift to digital benefits all stakeholders, not just those who are already digitally confident.

Approaches charities can take to improve digital inclusion

Forward-thinking charities are embedding inclusion into their digital strategies by:

• Providing training and support to help service users navigate online tools.
• Partnering with community networks to improve access to devices and connectivity.
• Running hybrid engagement models that combine online and in-person services.

Organisations such as Good Things Foundation’s Online Centres Network offer practical models, connecting local hubs with resources to build community-level digital skills.

Strategic actions for charity leaders to champion digital inclusion

1. Assess the digital access needs of your audiences: Gather data on beneficiaries, supporters, staff, and volunteers to understand barriers.
2. Embed inclusion into digital strategy: Ensure every digital initiative considers accessibility, affordability, and ease of use.
3. Partner with community organisations: Work with local hubs, libraries, and networks to extend reach and resources.
4. Offer training and support: Provide skills sessions for beneficiaries, trustees, and staff to build confidence and independence online.

Strategic implications for charity leaders in 2026

By 2026, the digital landscape for UK charities will be shaped by rapid technological change, evolving supporter expectations, and increasing demands for transparency and inclusion. The organisations that thrive will be those that approach digital not as a set of tools, but as a strategic enabler – embedding innovation, sustainability, and equity into their operations and culture.

Senior leaders have a unique opportunity to set this direction now. The trends highlighted here are already emerging, and their influence will only accelerate. Acting early allows charities to test, learn, and adapt before these shifts become sector norms.

The choice is clear: be proactive in shaping your organisation’s digital future, or risk being defined by it.