With only one in ten Brits donating through an app, and under half of those who interact with charities via social media going on to give money, the digital revolution has had a limited impact on fundraising. How can charities adapt to better accommodate the ways people behave and spend online?

From donating money at the click of a button to buying into a brand because it supports a shared personal cause, the way people interact with charities is changing. What societal shifts are driving this? And what do companies and charities need to do to stay connected and current?

High-profile news stories of fraud and mismanagement have seen public trust in the charity sector diminish. With Britons also put off by aggressive fundraising tactics and more carefully scrutinising how their donations are spent, how can charities regain people’s confidence and support?

Oxfam has seen its reputation take a severe blow as people react to scandalous claims about exploitation in Haiti. The public's backlash against the charity demonstrates that people expect brands to maintain high moral standards, perhaps even more so in the third sector.