How the Stewardship Generosity Report helped our charity maximise supporter connections

I love the Stewardship Generosity Report 2025. It is so insightful, and I’ve already sat down with our fundraising team to draw action points from its key findings.

I’ve done this because I’ve seen first-hand the tangible benefits that the 2024 report had on our charity. After applying its recommendations, we’ve seen significant improvements in how we connect with our supporters.

Building trust is the foundation for connection

Last year, one of the main emerging points that came back in the report was the importance of trust in people giving to charity. As a result of this insight we worked even harder to improve our transparency and our reporting methods. We applied for different schemes that would enhance trust - for example we are now registered with the Fundraising Regulator.

Another of the key findings was about how we should proactively ask people to give, instead of waiting for them to search for us on their own. This approach would provide a more effective route to gather the resources and finances we need. Based on this finding, we opted for a more direct approach in asking people in our networks to get involved and donate. It even pushed us to approach companies and enquire about the possibilities for them to become patrons. We now have three patrons helping us in very different ways that we wouldn’t have had without acting on the report’s findings.

We’re creating a movement, not just a charity

One final finding that was key for us was how people are more likely to give when they feel connected to a cause. We have since worked on our communication strategies, because we want CRY (Care and Relief for the Young) to be more than a charity – we want it to be a movement or network which people can feel a part of it.

One of the ways we are achieving this is by using inclusive language. We believe that steps like these highlight how we can make a difference together, as opposed to ‘give to us so that CRY can make a difference’. We have also organised events and trips to help people feel connected and part of our mission.

Encouragement with room for growth

This year’s report has been equally helpful and challenging. It highlighted the fact that we are on the right track, but also that we can improve so much more.

The finding around clear requests is particularly resonating and pertinent to us. We are now working on developing assets to demonstrate our impact through statistics, case studies and so on, with a clear, tangible request each time. We were already developing prayer schemes to help our network engage, so the findings of the report encouraged us in showing that we are on track.

We are also reviewing how we can continue to make our donors feel part of the mission with us - as opposed to being just a financial contributor. We have developed several strategies to help us with this, and therefore, once again, this report is such a source of encouragement as it shows that we are doing the right things already.

Engaging the next generation of givers

We have already done a lot of work around engaging Gen Z and millennials. We have rebranded and developed a gap year programme for young adults and are taking a young adults' team to one of our projects in Madagascar. The aim of it all is to secure the next generation of leaders, supporters and servants so we can continue the good work God has called us to in the long term. However, the big question mark hovering over our heads was: "Is this worth it? Is this a lost battle?" Seeing the finding around how young adults give to charities was a source of huge relief and encouragement and has enhanced our motivation in continuing to engage the next generation.

Looking ahead with hope

The insights from the Stewardship Generosity Report are more than just helpful - they’re a source of encouragement. They remind us that we’re making progress, but they also challenge us to keep pushing forward.

Thanks to these reports, we’ve strengthened our connection with supporters, built trust, and grown our vision for the future. As we continue to act on these findings, I’m excited to see how God will use CRY to inspire generosity and transform lives. Together, we’re making a difference.

Download the report