In this first part of our What Funders Want in 2025 and Beyond series, Emma Insley explores how funders are rethinking evaluation and learning – and what it means for the charities they support.

Why major UK Trusts & Foundations are changing how they think about evaluation 

Ever feel like you need to be a mind reader to figure out what funders really want? You’re not alone. Across the UK, funders are changing how they assess success. They’re less interested in perfect results – and more interested in how you use your data to learn, adapt and grow.

The National Lottery Community Fund’s new evidence and impact strategy talks about “learning with communities”, not just reporting to them. Esmée Fairbairn Foundation wants to hear about what didn’t work and how you’ve adapted. And Henry Smith Foundation’s latest strategy, Elevate Your Impact, puts learning front and centre, pledging to “share our learning to help others and influence lasting change”, so that the Foundation and its grantees can learn and improve together. 

It’s a refreshing shift. Funders are looking for charities that use data to improve, not just impress. 

Learning, not just reporting: what the top UK funders say 

So why this new focus on learning? Because funders have realised that lasting change doesn’t come from static reports – it comes from the reflection and adaptation that follow. 

Sport England’s latest evaluation strategy puts learning at the heart of its 10-year Uniting the Movement plan. Comic Relief invites grantees to share both ‘what worked and what didn’t’ through collaborative learning events. And Paul Hamlyn Foundation even describes itself as a learning organisation that is “prioritising learning over outcomes”. 

What unites them is the belief that when charities use their monitoring and evaluation (M&E) data as a tool for learning, everyone wins. Projects become more effective, resources go further and funders can make smarter decisions about where their money creates the biggest impact. 

How often does your team pause to reflect on what’s working – and what isn’t – before writing your next funder report?

What this means for charities and fundraisers 

Fundraisers (and anyone juggling grant applications, impact reports and storytelling) – this trend is good news. It means funders no longer expect you to have all the answers at the start. They want to see that you’re curious, thoughtful and committed to improving your services. 

So, instead of thinking of evaluation as a compliance exercise, see it as an opportunity. A chance to dig into your data, involve your team, and tell a richer story about how your work is changing lives – and how you’re learning to do it even better. 

Five things funders are really looking for in your evaluation 

1. Honest reflection and adaptive learning
   Funders know that not everything goes to plan. In fact, Esmée Fairbairn Foundation puts it best: “We don’t just want to hear about your successes. We want to know when things don’t work out — and how you learn from it.” That kind of honesty builds trust and shows maturity.

    

2. Clear outcomes with room to evolve
   Most funders now recognise that outcomes change as projects unfold. They want to see you tracking progress but also adapting as you learn more about what works.

    

3. Data that’s useful to you, not just your funder
   The most persuasive evaluations are those you actually use. When you can show that your learning is shaping your next project, it tells funders their investment has sparked real organisational growth.

    

4. A willingness to share what works (and what doesn’t)
   Funders are increasingly creating peer-learning spaces – from Comic Relief’s cross-project workshops to NLCF’s online learning bank. They value organisations that contribute insights for the wider sector.

    

5. Stories backed by evidence
   Fundraisers know this one well. Funders love a good story, but they also want to see the data behind it. Reporting that combines human stories with numbers brings your impact to life in a credible, compelling way. 

How Insley Consulting can help you strengthen your learning culture 

At Insley Consulting, we help UK charities simplify and strengthen their approach to impact measurement – so that evaluation becomes a useful, energising part of your work, not an overwhelming one. 

This is the first in our What Funders Want in 2025 and Beyond series — so keep an eye out for the next instalment. In the meantime, download our free practical guide and learning log, Beyond the Numbers, to help you turn your data into insight and start building a stronger learning culture today.

A final word: learning is the smart move (for you and your funders) 

Funders aren’t looking for perfection; they’re looking for progress. Honest learning leads to better decisions, stronger organisations and greater impact.

So next time you sit down to write that impact or grant report, don’t just ask, “What did we achieve?” Ask, “What did we learn – and how will that help us do even better next time?”

Because learning isn’t just what funders want. It’s what your mission deserves.

Next time, we’ll explore how funders are re-balancing power – moving from top-down grant-making to community-led approaches that put the voices of those directly affected at the heart of decision-making.