Top 5 Hidden Brand Risks Facing UK Charities in 2025
Key takeaways
- UK charities face £17.5M fines for GDPR breaches, with only 39% feeling confident in data compliance
- Off-brand content from decentralised teams damages donor trust, with 53% of donors influenced by brand credibility
- Manual compliance processes are too slow for today's digital pace, creating leadership blind spots around brand risks
In today’s digital-first world, UK charities face more brand risks than ever – often without even knowing it. From off-brand Canva creations to GDPR breaches, the small cracks in brand governance can quickly erode donor trust and public credibility.
£17.5M
Maximum GDPR fine (or 4% of turnover)
39%
of UK charities feel confident in data compliance
53%
of UK donors say brand trust influences giving
Can your charity afford to take the risk?
Here are five of the most common – and costly – brand risks we’re seeing across the sector in 2025.
1
Unapproved Image Use & GDPR Breaches
£17.5 million
That's the potential fine your charity faces for a single serious GDPR breach.
And with 75% of UK charities handling sensitive personal data, image consent is a major compliance gap. We’ve seen many cases where volunteers reuse old images without renewed consent — risking emotional distress for families and regulatory penalties.
Fix
Implement automated image consent tracking and clear usage rules.
2
Off-Brand Content from Decentralised Teams
500+
Unauthorised Canva users discovered by Marie Curie creating fundraising materials
This is not an isolated case. Many charities report:
- Volunteer-created designs diluting the brand
- Inconsistent use of fonts, colours, and logos
- Messages going out without central approval
Donors notice this — and it damages trust.
Fix
Provide secure branded templates and lock key brand elements.
3
Inconsistent Tone of Voice
Your charity’s tone of voice is as important as your visual identity – but it often gets overlooked.
When different teams write in different styles, the result is:
- Confusing communications
- Donor disengagement
- Reputational risk
Fix
Implement tone-of-voice guidelines and use AI moderation tools to support consistency.
4
Manual, Outdated Compliance Processes
Many charities still rely on manual content reviews – but that’s too slow and prone to human error.
With today’s pace of digital content:
- Non-compliant materials slip through
- Crisis response is delayed
- Leadership lacks visibility on brand risks
Fix
Move to automated brand governance tools with real-time content checks and audit trails.
5
Leadership Blind Spots Around Brand Risk
As one national charity told us:
"Our board focused on funding - brand risks only became visible after an internal audit."
Without clear reporting, boards don’t prioritise:
- Image consent risks
- Decentralised design risks
- Content governance gaps
Fix
Run a Brand Risk Audit and present the findings at leadership level.
53%
of UK donors say brand trust is a top factor in choosing where to give
Yet many charities unknowingly expose themselves to:
GDPR fines
Brand dilution
Donor trust loss
The good news? You can take action today.
Take the free Brand Risk Audit for Charities
Instantly discover where your brand is most exposed. You’ll get a personalised risk score and practical next steps – no downloads, no sales pitch.