Four Key Fundraising Personas: The Status of UK Fundraising 2025 

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From performance, growth drivers, and sector opportunities to digital maturity and AI, the Blackbaud Institute’s Status of UK Fundraising 2025: A Benchmarking Report for the AI Era shares essential data on how fundraising is trending across the UK.

A statistical modelling technique revealed four distinct groups of nonprofit professionals, divided across two main variables: digital maturity and AI. Using a persona model, you can situate yourself and your organisation within this quickly changing landscape to make better strategic decisions for your next tech investment.

You’ll get a detailed view of the four key personas:

  • Optimistic Adopters: Digitally Mature AI Users

  • Open-Minded Attempters: Digitally Average AI Users

  • Tentative Testers: Digitally Limited AI Users

  • Hesitators: Do Not Use AI

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