Why is fundraising so important to SSAFA?
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.
SSAFA has a team of professional fundraisers who specialise in different areas of income generation. They form part of the Fundraising, Marketing & Communications (FMC) directorate and, together, work to raise both funds and awareness of SSAFA’s mission to support the Armed Forces community. We expect to raise approximately £12 million (2025) through a variety of income generating activities, and to increase that figure over time.
SSAFA’s income activities include the following.
- Events.
- Corporate partnerships.
- Individual and regular giving and lottery.
- Gifts in Wills.
- Major donor gifts.
- Trusts, foundations and statutory funder grants.
- Shop trading and commercial partnerships.
Why is fundraising so important to SSAFA?
Without fundraising, SSAFA could not sustain the charity’s core services and operating costs, which include (not an exhaustive list):
- casework and other outreach activities like VCJS, Gurkha Welfare
- Norton House and Gildea House
- mentoring programme
- family services including Short Breaks
- Forcesline
- employee and volunteer management, training and support costs
- central services including HR, Finance and IT.
1. Fundraising is a pathway for Supporter Engagement
Fundraising creates meaningful opportunities for people to support causes they care about. It provides a structured way for SSAFA’s supporters to turn their goodwill into action, whether through donations, volunteering, event participation, or advocacy.
2. Emotional connection and loyalty
Fundraising activities foster emotional engagement. Fundraising helps supporters deepen their connection to the cause. This emotional bond is critical for building loyalty, advocacy, and sustained support.
3. Choice and personalisation
Effective fundraising offers a variety of ways to get involved - events, regular giving, legacy gifts, volunteering, and more. This flexibility allows individuals to choose how they support. This makes their involvement more personal and meaningful.
4. Building community and shared purpose
Fundraising brings people together around a shared purpose. Events, campaigns, and community activities create opportunities for supporters to connect with each other and with the charity. This fosters a sense of belonging and collective impact. Hence, branches and SCTs can play a valuable role in welcoming new supporters and volunteers.
5. Sustaining the charity’s Mission
Supporter-driven fundraising ensures that the charity has the resources needed to deliver its services and achieve its mission. The funds raised are generally unrestricted, which allows SSAFA to respond flexibly to emerging needs and invest in its core activities.
In summary:
Fundraising is vital because it offers our supporters tangible ways to support a cause they care about, builds emotional connection and loyalty, offers choice and personalisation, creates community, and sustains the charity’s mission. Investing in supporter engagement through fundraising is fundamental to SSAFA’s long-term success.
Last update 20 October 2025