When I first saw that the theme of this short article was ‘what’s next in fundraising?’ I got a little excited. The truth is, I’m not quite sure what’s ahead of us, but after an amazing year of becoming reinvigorated by the possibilities that fundraising brings, I’m certainly enthusiastic about what comes next.

I started 2014 with an emotional fundraising workshop run by Revolutionise at the Inch hotel in Scotland and have spent the past 12 months pulling emotional stories out of everyone I come in contact with and encouraging storytelling, with a box of tissues in hand. I think I can say quite honestly that I have spent more time sitting cross-legged on the carpet than I did at as a five year old.

Bringing the heart of the cause back to the forefront of fundraising and telling the truth about what my charity does has been a breakthrough in my little fundraising world, but this has also become apparent across the sector. Take Steven Sutton, what better example do we have of the impact of a sincere person telling his story with the hope of making a difference? There’s been an influx of ‘reactive fundraising’ joining Steven in his take over of the Internet this year by social media campaigns such as the ‘no make-up selfie’ and the ‘ice bucket challenge’.

Now this article is obviously not titled, ‘what has happened in fundraising?’ So what is next? And what have we learned from the past 12 months that could indicate what we should expect from the future?

For me, the next step in fundraising is going to be a bit of a leap, or more appropriately a leap of faith. We are at a new stage in fundraising that makes practically anything possible and, with innovation having a substantial presence, I think 2015 will see charities taking risks, trying innovative ideas and bringing new exciting things to our donors.

If this year is anything to go by, charities will need to start allocating time and resources to the things that ‘could happen’, being ready to react to unplanned marketing that might just take off. Five-year strategies certainly have their place, but the future of fundraising is going to involve making the most of opportunities and reacting to the ever-changing environment, one day at a time.

There is increased value in charity messages coming from individuals as opposed to organisations, so linking beneficiaries with the mission of the charity will be the key. People who have benefited from the cause will become spokespeople and have the power to drive change. Service providers and fundraisers will join together through a new era of leadership that invigorates harmonious teamwork to achieve the charity purpose.

One of the most exciting things about this new direction of fundraising is that it’s not just for the ‘big boys’. It will put smaller charities in the same arena, allowing everyone to benefit as long as they take the leap.