The F&P Survey of 2026 Tax Appeals

The F&P Survey of 2026 Tax Appeals

The results, tactics and insights your share from 2026 Tax Appeals will help fundraisers strengthen and grow future appeals.

The more organisations that participate, the richer and more representative the findings will be – thank you for your support.

The core survey takes 10–15 minutes.

Short on time? Focus on the core benchmarking questions. If you have more time, we’d love you to share your insights and learnings in the optional questions.

If you need to look up figures, click Save & Continue Later at the bottom of the page and return when you’re ready.

The survey allows you to choose whether your organisation is named in the report or remains anonymous.

Everyone who completes the survey will receive a copy of the F&P Tax Appeal Report, due to be published in late November 2026.

Full Name* This field is required.

First Name

Last Name

Organisation Name* This field is required.

Email Address* This field is required.

Which currency are your financial results reported in?* This field is required.

Total gross income raised by your 2026 Tax Appeal.* This field is required.

Total gross income raised by your 2025 Tax Appeal last year.* This field is required.

Total expenditure/campaign cost for the 2026 Tax Appeal.* This field is required.

Total number of donations received in the 2026 Tax Appeal.* This field is required.

Median gift for the 2026 Tax Appeal.

Number of new donors acquired through the 2026 Tax Appeal.

Number of donors retained between the 2025 and 2026 Tax Appeals.

Number of retained donors who increased the size of their gift between the two appeals.

Did you specifically segment or track major gifts as part of your 2026 Tax Appeal?* This field is required.

Yes

At what gift value does your organisation define a donation as a major gift?

Please tell us the gift value or criteria your organisation uses to define a major gift.

Number of major gifts received in the appeal.

Largest gift received in the appeal.

Total income from major gifts in the appeal.

What was the combined value of your top 20 donations?

Did you specifically segment or track mid-value gifts as part of your 2026 Tax Appeal?* This field is required.

Yes

At what gift value does your organisation define a donation as a mid-value gift?

Please tell us the gift value or criteria your organisation uses to define a mid-value gift.

Number of mid-value gifts received in the appeal.

Total income from mid-value gifts in the appeal.

We’d like to understand how organisations tailored their 2026 Tax Appeal to different donor groups. Please tell us how, if at all, you segmented your audience.

How did you segment your audience for the 2026 Tax Appeal? Select all that apply.* This field is required.

Recency

Frequency

Monetary value

Major donors

Mid-value donors

Regular givers

Intend/confirmed bequestors

Lapsed donors

Volunteers

Previous Tax Appeal donors

Previous giving to other appeals

Channel through which the donor was originally acquired

We did not segment the audience

Other

Please tell us how else you segmented your audience.

Please tell us more about your segmentation approach for the 2026 Tax Appeal.For example, how did you treat different segments differently? You might tell us about variations in messaging, creative, ask amounts, channels, frequency, timing or stewardship.

Channels used.* This field is required.

Direct mail

SMS

Conversational SMS

Telephone

Paid social

Organic social

Search/SEM

Website

Point of sale/retail

Outdoor media

Other

Please tell us what other channels you used.

Did you track income/results by individual channel?* This field is required.

Yes

Highest income-generating channel.

What was your highest income-generating channel?

Second-highest income-generating channel.

What was your second-highest income-generating channel?

Third-highest income-generating channel.

What was your third-highest income-generating channel?

What influenced your decision about which channels to use?

Did your 2026 Tax Appeal include a matched giving incentive?* This field is required.

Yes

Value of matching pool.

Please enter this figure in the currency selected above.

How much appeal income was raised during the period the matched giving offer was available?

Please enter this figure in the currency selected above.

How did you structure and deliver your matched giving offer? Please tell us what you did.

Did you conduct any tests as part of your 2026 Tax Appeal?* This field is required.

Yes

What did you test? Select all that apply.

Creative

Copy

Subject lines

Ask amounts

Audiences/segments

Channels

Timing

Landing pages

Social media ads

Other

What else did you test?

Please tell us more about the tests you conducted and the outcomes. What were the results, and were there any findings or learnings that surprised you?

Did you use AI in planning, creating, delivering or analysing your 2026 Tax Appeal?* This field is required.

Yes

How did you use AI?

Which factors had the biggest influence on the result of your 2026 Tax Appeal? Select up to THREE. These can have influenced the result positively or negatively.

Appeal messaging/creative

Donation ask strategy

Timing

Audience segmentation

Channel strategy/response

Paid advertising

Matched giving

Major donor activity

Mid-value donor activity

Economic/external conditions

Other

Please tell us more about the other factors that had the biggest influence on your appeal.

Would you like to tell us anything more about why these factors influenced your result?

What is the ONE key learning from your 2026 Tax Appeal that you would share with another fundraiser?* This field is required.

Which cause area/s does your organisation work in? Select all that apply.* This field is required.

Animal welfare

Arts, culture and heritage

Children and young people

Community development and support

Conservation and biodiversity

Disability support and services

Disaster and emergency relief

Domestic and family violence

Education

Environment and climate

Faith-based/religious

First Nations/Indigenous communities

Health and medical services

Homelessness and housing

Human rights, advocacy and social justice

International aid and development

LGBTQIA+ communities

Medical research

Mental health and wellbeing

Older people and aged care

Poverty and financial hardship

Refugees, asylum seekers and migrant communities

Regional, rural and remote communities

Social services and welfare

Veterans and their families

Women and girls

Other

Please tell us about your organisation’s other cause area/s.

Please select your organisation’s total annual revenue (not just fundraising income), using FY26 figures where available. If FY26 figures are not yet available, please use FY25.* This field is required.

Are you happy for F&P to identify your organisation by name when referring to your survey responses in the 2026 Tax Appeal Report and related reporting?* This field is required.

Yes

Are you happy for F&P to quote your survey responses and attribute those comments to your organisation in the 2026 Tax Appeal Report and related reporting?* This field is required.

Yes

Are you happy for F&P to contact you to discuss the possibility of featuring your organisation’s Tax Appeal as a case study?* This field is required.

Yes

We'd love to hear a little more about your campaign if you have time to answer the following questions.

Was there anything particularly innovative, successful or surprising about your 2026 Tax Appeal that could make an insightful F&P case study?

Yes

Please tell us briefly about that.

Please briefly describe your appeal's creative concept or theme.

What worked particularly well in your appeal and why?

What didn't work as hoped or expected and why?

Are there any other results, statistics or insights you'd like to share?

Is there anything you'd particularly like to see explored in the F&P Tax Appeal Report?

Would you like to receive F&P’s weekly e-newsletter?Get fundraising news and insights, conference updates, details of free webinars, special offers and more.

Yes, please sign me up

No, thank you

Would you like to receive information about F&P membership?Find out more about F&P membership, including member benefits and resources.

Yes, please get in touch with information

No, thank you

The F&P Survey of 2026 Tax Appeals