A new era for fundraising regulation has begun, with the Royal National Lifeboat Institution (RNLI) among the first major charities to embrace the Fundraising Regulator’s revised Code of Fundraising Practice. The updated code, which officially came into force on 1 November 2025, marks the culmination of a six-month transition period and the most significant overhaul of fundraising standards since the regulator was established. This is not a minor update but a fundamental shift towards a more flexible, principles-based framework designed to strengthen public trust and place greater responsibility on charity governance. The proactive adoption by sector stalwarts like the RNLI sends a clear signal: embracing these higher standards is not merely about compliance, but a strategic imperative. This move sets a powerful precedent, compelling all organisations to re-evaluate their fundraising strategies and commitment to ethical practice.

The Dawn of a New Code So What’s Changed?

For fundraising professionals and trustees across the UK, understanding the specific changes in the new code is crucial for ensuring both compliance and strategic alignment. The revised code, now 45% shorter, has been redesigned to be more adaptable to future fundraising methods and to support innovation. While its core purpose remains the protection of the public and the reinforcement of trust, its structure and emphasis have evolved significantly. The redesign introduces three fundamental shifts that all fundraisers must understand: a new philosophical framework, modernised rules for digital-era fundraising, and a greater burden of governance responsibility.

• A Principles-Based Framework: The most significant change is the shift to a framework built on four core principles: all fundraising must be Legal, Open, Honest, and Respectful. This replaces a highly detailed, prescriptive format with broader rules that can be applied proportionately to a wider range of scenarios, from large national campaigns to local volunteer-led events. The aim is to make the code more flexible and future-proof, enabling it to accommodate new innovations without requiring constant updates.
• Modernised Requirements: The code introduces several new rules to address the realities of contemporary fundraising. These include:
  • Clear requirements for fundraiser safety, obliging charities to take reasonable steps to protect fundraisers from harm and harassment.
  • Updated standards for convenience giving and unstaffed collections, ensuring donors can always identify the charity and understand how their donation will be used, particularly with tap-to-donate and other automated methods.
  • New rules for online fundraising platforms, which must now be transparent about fees and provide a straightforward way for donors to amend or remove voluntary tips.
• Focus on Governance: The streamlined code deliberately offloads detailed legislative guidance, forcing charities to engage directly with the ICO and the Charity Commission as primary sources. This places a greater onus on organisations to conduct their own due diligence, interpret the code in their specific context, and rigorously document their decisions to demonstrate compliance.

The strategic intent behind this overhaul has been underscored by key figures. Lord Toby Harris, Chair of the Fundraising Regulator, stated, “Today marks an important step forward for fundraising standards in the UK. The new code is clearer, easier to use and designed to reflect the realities of modern fundraising… their input has helped us create a code that continues to protect the public, supports innovation, and reinforces trust and confidence in charitable giving.”

This sentiment was echoed by Stephanie Peacock, Minister for Civil Society, who added, “This updated Code of Fundraising Practice will help ensure that charitable giving remains transparent, safe and accessible for everyone… strong self-regulation like this helps build the confidence donors need to continue their generous support of causes that matter to them.”

These fundamental changes, designed to raise standards across the board, are already being championed by one of the UK’s most trusted charities.

Why the RNLI’s Adoption Matters

How influential charities like the RNLI respond to regulatory change sets a precedent for the sector, with their early adoption of the new code serving as a leadership example that encourages others to align with elevated ethical standards.

The scale of the RNLI’s fundraising operation is immense. The charity’s 2023 Annual Report shows a total net income available for charitable spend of £236.1 million, with legacies (66%) and donations (28%) forming the backbone of its funding. This is delivered by a vast network of volunteers across approximately 1,000 fundraising branches, supported by frontline staff at 238 lifeboat stations. Given this scale, the RNLI’s approach to fundraising governance carries considerable weight.

Crucially, the RNLI’s adoption of the new code is not a reactive measure but a continuation of a long-standing institutional ethos. In 2017, the charity pioneered a move to “opt-in” only communications. This decision, acknowledged at the time, led to a £5m drop in annual donations but was framed as essential for acting ethically and retaining donor trust. This history of prioritising supporter expectations over short-term financial gain demonstrates that the principles of the new code are already deeply embedded in the RNLI’s culture.

This proactive stance is further evidenced in its existing operational documents. The RNLI’s “Fundraising in aid of the RNLI: Terms and conditions,” for instance, already explicitly requires partners to “Comply with the Fundraising Regulator’s Code of Fundraising Practice” (Clause 2.5). This robust approach to managing third-party fundraisers aligns perfectly with the new code’s strengthened focus on due diligence and oversight of fundraising partners.

The RNLI’s example demonstrates that for well-governed organisations, the new code is an affirmation of existing best practice. However, its adoption raises the bar and creates new expectations for all UK charities.

A Higher Bar for All Charities

The new code, championed by sector leaders such as the RNLI, creates new responsibilities that apply to every charity, regardless of its size or income. The shift to a principles-based framework demands a more proactive and engaged approach from charity boards and senior leadership.

This pivot to a principles-based framework marks a paradigm shift for charity governance, moving the sector away from a ‘tick-box’ compliance culture towards one of active, defensible ethical judgment. Trustees must be prepared to justify their fundraising strategies and demonstrate how their decisions align with the Legal, Open, Honest, and Respectful principles. This elevates the importance of rigorous record-keeping; organisations must be ready to show the Fundraising Regulator their meeting minutes, policies, and risk assessments to prove that decisions are being made thoughtfully and at the appropriate level.

A key area of increased focus is due diligence. As outlined in the Fundraising Regulator’s supporting guide, “Due diligence and fundraising,” charities must conduct proportionate checks on donors, fundraising partners, and volunteers to manage financial, reputational, and safeguarding risks. This includes assessing the risks of accepting certain donations and ensuring partners’ values align with their own.

This is not a movement confined to the sector’s largest players. The Prince’s Trust Children’s Charity, a Yorkshire-based organisation providing respite breaks for vulnerable children, was among the first 1,600 charities to adopt the new code. Its founder, Mike Davies MBE, articulated the value of this commitment for organisations of all sizes: “We’re proud to be among the first charities to sign up to the new Code of Fundraising Practice. Maintaining the highest standards is central to how we operate, and this step reinforces our long-standing commitment to transparency and trust.”

This widespread adoption signals a collective move towards a higher standard of practice, shifting the focus from merely following rules to embedding a culture of ethical fundraising.

Navigating the Future of Fundraising

The introduction of the new Code of Fundraising Practice represents a significant evolution in the regulation of the charity sector, moving from prescriptive rules to a framework that demands greater judgement and accountability from organisations and their leaders. It is a clear call for a more mature and responsible approach to generating the funds upon which vital services depend.

The proactive adoption of this code by trusted institutions such as the RNLI sets a powerful, highly visible precedent. By aligning its vast fundraising operations with these enhanced standards, the RNLI not only reinforces its own commitment to ethical practice but also effectively raises the standard for the entire sector. This action transforms the code from a set of guidelines into a benchmark for excellence. The ultimate test for this new code will not be in its wording, but in its enforcement. The sector will be watching closely to see if the Fundraising Regulator has the appetite to robustly challenge interpretations of ‘reasonableness’, particularly when major reputational issues arise. For charities, the message is clear: the era of passive compliance is over; the age of proactive, documented, and defensible ethical strategy has begun.