The Cautious Donor: 4 Fundraising Growth Levers for a Successful 2026 Tax Appeal

This article was originally published on F&P.

EOFY is the biggest giving season in the calendar. But with rising interest rates and global uncertainty, the 2026 landscape is nuanced. Our latest research surveying 987 Australians reveals that while donors are more selective, the opportunity for growth remains significant. 

Giving intent has tightened. 14% of Australians plan to increase their giving this year, compared to 28% last year. And yet, the opportunity hasn’t disappeared. The majority still intend to donate at EOFY. Donors are still willing to give, but they’re more selective about where their money goes.

Success requires a nuanced approach from focus, clarity, and meeting donors where they are

Here are four growth levers to sharpen your 2026 Tax Appeal.

1. Focus on who is still giving

In a volatile market, growth comes from focusing on pockets of resilient donors. The data makes this clear. 49% of mid-value donors are planning to increase their giving this EOFY. This often overlooked niche is one of the strongest and most reliable growth segments in an otherwise cautious environment.

What’s driving this is not just capacity, but connection. Mid-value donors are reporting that they are more aware of the causes they support and more engaged in the issues, making them more likely to step up their giving when presented with a compelling reason to do so. 

NextGen donors (aged 35–54) are also showing stronger intent to increase their giving compared to older cohorts. While often giving from a lower base, they represent an important secondary growth segment, particularly when engaged with the right messaging and channels.

What to do: Prioritise mid-value donors with a distinct strategy. Build tailored propositions that reflect their higher intent and capacity, rather than treating them as part of your mass audience. This could include more personalised messaging, stronger impact framing, and clearer justification for higher gift amounts. At the same time, engage NextGen donors through digital-first channels and messaging that clearly demonstrates relevance and impact.

2. Build trust before you ask, and keep reinforcing it

78% of donors say ‘charity trustworthiness’ is critical when choosing which charity to support, making it the primary filter through which giving decisions are made.

While brand building is a key component of cultivating trust, there are many things that can be done in-campaign that make a difference. Donors are constantly assessing whether your organisation looks and feels credible, consistent, and easy to engage with. The data shows that 69% of donors are influenced by seeing clear impact, and 65% by how easy it is to donate. Both are practical signals of trust in action. In a cautious market, even small moments of friction or inconsistency can create doubt and stop a donation.

What to do: Start building this trust now through consistent, "always-on" communication that demonstrates your value proposition and proof of impact before the Ask. Once the campaign is live, ensure the digital experience is seamless. Donors are heavily influenced by how easy it is to give, so prioritise mobile-first design, fast load times, and minimal form fields. Trust isn’t built in a single moment, it’s strengthened across every interaction.

3. Be Specific With Your Ask

Clarity will be an even bigger determinant of conversion for Tax Appeals this year. 48% of donors saying they prefer to support a specific project or cause showing they are more likely to give when they can clearly understand where their money is going, This highlights a clear preference for charities that can offer a tangible, outcome-driven ask, especially so for new and higher-value donors who are making more considered decisions.

In a more competitive and cautious environment, trying to cut through with something clever or attention-grabbing that doesn’t have substance won’t move your donor. Donors want specifics and EOFY is the moment to meet that expectation. 

What to do: Make your Ask concrete and outcome-led. Anchor your campaign around a specific, tangible goal. Tell them exactly what will change, who will be helped, and how their contribution makes a measurable difference. Use case studies and real data to prove your point. When the outcome is clear, the decision to give becomes much faster and more confident.

4. Connect through relevance and core motivations

Donors give based on connection to your cause. Our research consistently highlights three core motivations that win every time: making a tangible impact (68%), values alignment (67%), and the urgent need to help those struggling (67%). 

In a competitive environment, your cause must feel timely and connected to what the donor is experiencing in their own life. This is where relevance matters. Frame your cause within the current reality, for example, showing how your work provides a solution to the cost-of-living pressures many are feeling. When you anchor your messaging in their core motivations and make them feel relevant to the "now," your appeal becomes far more compelling - and not an ‘I could address that anytime’ ask. 

What to do: Build your messaging around these three core drivers—impact, values, and need—but anchor them in the present moment. Clearly define the problem in a way that reflects current realities. Reinforce shared values by showing why this issue matters now. Then make the impact tangible by showing what will change because of the donor’s gift. When a campaign feels both meaningful and timely, it moves from a request to a genuine opportunity to act.

A note for our fundraising community

As you head into Tax Appeal season, remember that while the bar for success is higher, the opportunity is still very real. Donors aren't being less generous; they are simply being more thoughtful about where they choose to provide their gift.

We know the pressure at EOFY is significant, but the work you do is the engine of change in our community. Stay agile, stay focused on your donors’ motivations, and keep your impact at the center of everything. We’re in your corner — let's make this year count and help your good grow.

Want to see the full data that can inform your fundraising strategy for the rest of 2026? We've put all our findings into one place to help you grow your fundraising revenue with confidence. 

Download our full Annual Donor Sentiment report below, or get in touch with us to plan your FY27 strategy.