We’ve got our hands on the latest UK Giving Report produced by The Charities Aid Foundation, which provides a detailed view into the insights of the British Public and how and where they are donating. The number of donations is at a record low, with only 50% of UK adults donating to charity in 2024. However, £15.4 billion was raised, which shows that although the number of people that are donating is lower, those that are giving, are giving more.
This is what you need to know about the current state of the nation’s giving.
A nation of declining donors
There’s been a decline in the participation rate in both charitable giving and volunteering. Compared to 2019, there’s been four million fewer donors. This data is shown across the regions of the UK, with London seeing the biggest drop in donations, recording a rate of 49% in 2024, down from a rate of 64% in 2017.
This figure means that London is now the only region where less than half of people have reported that they donated to, or sponsored, a charity.
Conversely, it is worth mentioning that the region that showed the least amount of decline is Wales, registering a rate of 61% in 2024, down from 68% in 2017.
The generational divide
There is a lack of engagement amongst young people across the UK. Only 36% of people aged between 16-24 donated in 2024, this is the largest drop across the age brackets. The younger generation are the least likely to have the visibility on traditional fundraising methods but also have issues with financial pressures.
When asked for reasons for not giving to charity, 34% suggested it was due to a lack of interest. However, it is worth mentioning that the report suggests that young people are inspired by social causes but feel like they need a more relevant and engaging entry point, quoting that “Young people have a drive for change… Charities must meet them where they are”.
From fewer come bigger gifts
Although the number of donors has decreased, the value of donations is increasing. This is explained by an increase in average donations, the mean donation for 2024 was £72, and for the first time in eight years, the median donation rose to £28.
The greatest source of the income earned by donations comes from regular donations via direct debit, which accounted for £2.68 billion of the total figure. However, 3.9 million people did cancel their regular payments in 2024, giving the reason of economic pressures but also a shift in donor loyalties.
The causes that captivate
In 2024, the top supported causes by value are as follows:
- Health charities – £2.22 billion
- Children and young people – £1.99 billion
- Religion – £1.23 billion
- Animal welfare – £1.08 billion
- Environmental protection – £705 million
The most common reason behind these choices is personal connection. This could be due to a friend or family member suggesting donating, or a personal experience.
Reasons for not giving
As well as mentioning the reasons for donating, there are, of course, some barriers to people giving.
The top reasons given by non-donors:
- I can’t afford it – 44%
- I don’t trust charities – 19%
- I’m not interested/I forgot – 29%
The figures and reasoning support the idea of growing detachment and a rise in skepticism. As mentioned previously, this is particularly high amongst young people and those that are economically stressed.
It is also worth mentioning that only 12% of people are comfortable with their donation going towards a charity CEOs salary. However, 71% of people accept the need to provide the costs of providing items that are necessary to deliver the service of the charity.
Rebuilding a giving culture
The overall trust in charities remains relatively high, with 77% of the public finding them somewhat or very trustworthy. However, people ask for transparency, with people wanting to know that their money is being used wisely, with only 25% of donors happy for money to be funding the non-frontline roles within the charity.
One underused tool that would look to increase donation is Gift Aid, although at least 75% of donors use it, 20% don’t know or never use it, this is particularly high amongst young donors, with around a quarter of donors haven’t heard of it or know how it works. This is where communication provided by charities would help provide the right information on the tool.
There are plenty of other ways that charities can rebuild the giving culture with the public, for example, they could utilise storytelling to show the impact of the issue as well as building trust – showing money is going to good use. On top of this, charities need to reengage with young people, by highlighting relatable causes as well as using all the relevant platforms to increase donations amongst the age group.
A new chapter in giving
The 2025 UK Giving Report provides not only a wakeup call but also offers an outline for how charities can rebuild that giving culture. It is reiterated throughout the report that the UK remains a generous nation, but this generosity is increasingly refined.
To create a resilient and connected future charities must look to increase donor rates, modernise how the nation can give as well as look to reengage with the next generation.
