The charity sector entered 2024 with cautious optimism, following years of uncertainty caused by the pandemic and ongoing cost-of-living challenges.
In our mid-year state of the sector report update, we provide a high-level overview of how charities have performed during the first six months of the year, focusing on income trends, recruitment patterns and sector resilience.
This report draws on data from InsightHub benchmarking reports, which aggregate and standardise CRM data from charities across the sector. These insights are designed to help not-for-profit organisations assess their own performance, compare this against sector benchmarks and adapt to emerging trends.
Top-level highlights
- Income growth
Despite economic pressures, overall income has continued to grow during the first half of 2024, driven by strong performances in high-value giving, community fundraising and legacy income. However, cash donations and gaming income have declined.
- Recruitment recovery
Recruitment volumes have risen, particularly for regular giving, with face-to-face channels showing a significant rebound. However, direct mail continues to decline.
- Donor diversity
A growing number of supporters are coming from less affluent backgrounds, presenting opportunities to broaden engagement but also challenges in retention and long-term value.
- Sector resilience
The sector has shown adaptability in navigating economic challenges, with donors continuing to provide support despite rising costs and financial pressures.
Looking ahead
This snapshot report offers an overview of how charities are navigating 2024. For a more detailed analysis, InsightHub users can access the full set of benchmarks through our portal. Our next annual report, set to release in early 2025, will provide a comprehensive review of the full year and insights into evolving trends.
Thank you for exploring this mid-year update with us! We hope these benchmarks provide valuable context and inspiration as you plan your strategies for the months ahead.
