SSAFA is regulated by the Fundraising Regulator and adheres to the Code of Fundraising Practice (2025). Through the code, we aim to make sure that all our fundraising activities meet the following values:
Legal: our fundraising must meet the requirements of the law.
Open: our fundraisers must be clear about their processes and willing to explain them when necessary.
Honest: our fundraisers must act with integrity and must not mislead people when asking for donations.
Respectful: our fundraisers must respect the people and places they interact with.
Whether you are a volunteer or employee, you can help us grow philanthropic support
The Philanthropy team seeks to build long-term meaningful relationships with individuals who make large donations, typically £5,000 or more. These gifts can make a significant contribution to our work, so managing our relationships with these donors, referred to as stewarding, is a key part of what we do.
We listen carefully to and fully respect each donor’s wishes, ensuring their gifts are used in a way that reflects their values and interests. This might be a specific service that they would like to contribute to or a region they would like to support. We then keep them engaged with SSAFA’s work, helping deepen their connection, encouraging their continued support. We also explore other ways they might be able to help, such as through their networks or expertise.
Deciding to make a major gift and which charity or cause to support is a complex process that may take many months of discussion and consideration. The primary motivator for choosing to support SSAFA could be one or more of several factors., which might include:
| Motivator | Description |
|---|---|
| Passion for the cause | Deep alignment with personal values and interests |
| Desire to make an impact | Wanting to see tangible change |
| Recognition and legacy | Public acknowledgment, naming, lasting legacy |
| Tax/financial benefits | Tax incentives, financial planning |
| Social influence | Peer giving, trusted relationships |
| Trust and transparency | Confidence in charity’s management and ethics |
| Stewardship and engagement | Ongoing relationship, respect for donor wishes |
| “Warm glow” effect | Emotional satisfaction from giving |
| Altruism/moral duty | Selfless concern for others, moral responsibility |
These high value relationships can sometimes begin with a simple conversation, such as sharing what we do and learning what matters to the donor because people choose to give for very different and personal reasons.
They’re more likely to consider making a gift when asked by someone they know and trust. That’s where everyone can help. Whether you're a volunteer or an employee, your connection to SSAFA and your personal networks can be incredibly powerful in starting those conversations.
This may be an area that you are unfamiliar with. However, you never know who you might be sat next to, or who your contacts might know. That someone could support SSAFA in a major way. So please, don’t be shy, your introduction could make all the difference.
Over time, we’ve seen supporters help in various creative ways:
- writing to friends or colleagues to ask for donations for a service they’re passionate about.
- hosting small events and inviting their contacts, with a SSAFA representative present to talk about our work.
We’re always looking to increase our connections with potential major supporters. If you know someone who might be interested, or if would like to discuss how you can help, please contact the Philanthropy team at [email protected]
Last updated 15 October 2025