The future of social impact investing funds: Crowdfunder Connect's impact in 2024 and trends for 2025
Did you know that 88% of employees believe it's important for the company they work for to be committed to a good cause?
Corporate Social Responsibility (CSR) is more than just a nice-to-have; it's a must for many. But how can companies ensure their CSR initiatives are truly impactful and resonate with their employees and customers?
We explore key CSR trends seen in 2024 and share our predictions for 2025 and how innovative platforms like Crowdfunder Connect are helping businesses achieve next generation giving.
2024: A year of impact - driving community funding
Crowdfunder Connect facilitated the distribution of £8 million of partner funding in 2024, which was matched by the crowd to achieve a total impact of over £15 million for the community.
In 2024, we saw incredible success stories unfold across the Crowdfunder Connect platform. Here's a snapshot of the impact achieved:
£15 million total impact: This figure represents the combined funding from businesses and the crowd, demonstrating the power of collective action.
1,218 successful projects: From environmental sustainability and community health to local regeneration and arts initiatives, a diverse range of projects secured funding.
40 partners: Leading organisations across various sectors partnered with Crowdfunder Connect to channel their CSR investments.
122,000 engaged individuals: The platform empowered individuals to support causes they care about, fostering a sense of community and ownership.
Explore - Interact with our map to visit the projects around the UK that received match funding from Crowdfunder Connect in 2024
High-impact project partnerships in 2024:
1. Coexist Community Kitchen & Access
This Bristol-based initiative is combating social isolation and marginalisation through the power of food. They provide cookery classes, free community meals, and a welcoming space for all. Their work fosters community building and social inclusion, demonstrating the positive impact businesses can have when they invest in projects that address local needs. Coexist Community Kitchen has raised over £63,000 on Crowdfunder, including £37,500 from the Access Cost of Living Resilience Fund, enabling them to expand their vital services.
Watch our video to hear from Becky and Ari from the kitchen about their inspiring work.
2. Weaving Better Lives with Aviva and Creative Scotland:
This Stirling-based social enterprise, Radical Weavers, empowers young adults from disadvantaged groups to overcome social isolation and build a better future. Through weaving and other crafts, they provide participants with valuable skills, support their wellbeing, and help them gain access to further education, volunteering opportunities, and employment. This project has received matched funding from both the Aviva Community Fund and Creative Scotland, highlighting its impact and the importance of collaboration in supporting marginalised groups.
3. Flamingo Chicks & British Airways:
This multi-award-winning charity is empowering disabled children through dance, providing inclusive classes, peer support, and advocacy opportunities. Since 2013, Flamingo Chicks has reached over 45,000 children, helping them to overcome social isolation, build confidence, and develop a love of movement. Their work has been recognised by the National Lottery Community Fund, the BBC Children in Need, and the UK Youth Parliament. In 2024, Flamingo Chicks launched their "Flamingo Chicks for Change" campaign, which aimed to raise £35,000 to support their work and reach even more children.
Key takeaways for businesses for 2025:
Reach: Connect with a diverse range of projects aligned with your CSR strategy.
Impact: Amplify your contributions through the power of crowdfunding
Engagement: Empower your employees to participate in impactful initiatives and build stronger relationships with your stakeholders.
The future of Corporate Social Responsibility in 2025:
We believe 2025 will be the year where ‘purpose’ meets ‘impact’, here’s what we can expect to see more of in 2025:
Trend 1: Sport, wellness, and health
We predict well-being and community health initiatives will become even more central to CSR strategies. But it's not just about gym memberships and health screenings anymore. Businesses are increasingly looking at how sport can be used to create wider social value, contributing to stronger, healthier, and more connected communities.
In 2024, Sport England recognised this trend with the Movement Fund, aimed at getting people moving. This initiative goes beyond simply increasing physical activity; it aims to leverage the power of sport to address social issues, build community cohesion, and improve mental well-being.
In 2022/23 Sport England estimated that over £107 billion in social value was generated by community sports. This isn't just about individual fitness. This figure reflects the broader impact of sport and physical activity, including the significant cost savings it brings to essential public services.
There’s no getting away from the strains our health service is under, and we expect to see an increasing number of businesses doing what they can to help.
Trend 2: Employee-driven fundraising
It was inspiring to see how employees have embraced fundraising efforts in 2024. People are fundraising all the time, and it's heartening to see companies supporting them. Offering to match the funds raised by their employees not only encourages philanthropy but also amplifies the impact.
British Airways supported its staff in raising over £200,000 for their long-term charity partner, Comic Relief. Employees participated in exciting activities like a trolley dash around London and touch rugby events. This collective effort showcases the powerful role businesses can play in driving positive change.
Who supports people fundraising? Their friends and family. Companies brands can have a positive impact to the people who matter most (employees). In 2025, we expect this will be an area of real growth with new partnerships coming on board.
Trend 3: Employee incentivisation freedom
In 2025, we anticipate a significant rise in companies using employee-driven CSR initiatives as a valuable perk, enhancing both employee engagement and social impact.
This trend aligns perfectly with the broader shift towards ESG-driven benefits, as highlighted in the "Global State of Benefits Report 2025". The report notes that while ESG wasn't a top priority in benefits strategies in 2024, it should be, emphasising that "Companies that embrace ESG-driven benefits have a strong opportunity to lead and inspire in an increasingly values-driven workforce."
Employee-driven CSR fits squarely within this framework, offering a tangible way for companies to demonstrate their commitment to social responsibility while simultaneously boosting employee morale and engagement.
This goes beyond simply matching employee fundraising; it empowers employees to directly allocate company funds to causes they care about, fostering a deeper sense of ownership and connection to the company's social responsibility efforts. By giving employees control over a portion of the CSR budget, businesses can create a more personalised and meaningful benefits experience.
We've already seen innovative examples of this trend. Leading companies are experimenting with giving employees a set budget to donate to their chosen charity at the end of the year. On a smaller scale, Crowdfunder Connect itself provided employees with vouchers during the holiday season to donate to an organisation of their choice, leading to higher levels of employee engagement and a boost to morale by doing something a little different.
We think we will see more of this as companies recognise the value of ESG-driven benefits in attracting, retaining, and engaging their workforce.
Trend 4: Empowering local communities
Last we saw businesses and their employees were increasingly focused on giving back to their local communities. This rise of place-based giving reflects a desire to make a tangible difference closer to home and see the direct impact of their contributions.
Companies are realising that local community investment is not just about charitable donations; it's about building strong relationships with the people and organisations that make up their local ecosystem.
The CAF report showed a 64.9% increase in hours volunteered by FTSE 100 companies in 2024 compared to the previous year. We expect this to be a trend we will continue to see in 2025.
We know that the organisations we work with received many benefits beyond the money such as digital skills, increased support base and public engagement and awareness. Something we’ve heard more and more is the increase in the number of volunteers. Enabling them to help build stronger communities through volunteering.
So last year in partnership with Aviva we launched their volunteering platform, enabling organisations to benefit from the time and skills of Aviva colleagues. Encouraging the Aviva team to create deeper and more meaningful interactions with their communities empowers individuals to make an impact to the causes they care about.
Skilled volunteering is the goal of this initiative, aiming to move beyond transactional to real engagement and understanding between businesses and their communities.
Trend 5: Investing in nature projects:
In 2025, we predict a significant increase in philanthropic cash investments directed towards nature projects, driven by a growing recognition of the climate crisis's local impact. Crucially, this trend is shifting away from solely relying on biodiversity credits and towards a deeper engagement with communities.
There's a growing awareness of the potential backlash against conservation initiatives that don't prioritise community involvement. Businesses are understanding that true sustainability requires the active participation and support of the people who live and work in the affected areas.
Crowdfunder Connect is at the forefront of this movement. Our Projects for Nature initiative, a collaboration with DEFRA, the Environment Agency, Natural England, Accenture, and the Council for Sustainable Business, connects businesses like GSK, Lloyds Banking Group, and Scottish and Southern Electrical Networks with thoroughly vetted nature recovery projects across England. In its first year, this initiative has facilitated nearly £700,000 in corporate philanthropic investment in nature.
This success underscores the growing understanding that direct financial support for nature, coupled with genuine community engagement, is essential for long-term sustainability. For example, both Norfolk and Cornwall Councils, along with organisations like AVIVA, are increasingly requiring community engagement as a key component of nature-based projects they support, demonstrating a broader shift in the sector. While crowdfunding is still emerging in this space, Crowdfunder Connect is working to bridge that gap and facilitate even greater community involvement in the future.
We believe that by prioritising community-led initiatives, we can ensure that nature projects not only restore ecosystems but also empower the people who depend on them.
Ready to elevate your CSR strategy?
Crowdfunder Connect provides a unique platform for businesses to connect with impactful projects, engage their employees, and make a real difference in their communities.
In 2025, CSR is about more than just writing a cheque; it's about actively participating in creating a better world. By embracing these emerging trends and partnering with platforms like Crowdfunder Connect, businesses can unlock the full potential of their CSR initiatives and do good better.
