Working in the non-profit sector means I need to keep a pulse on the industry - here are insights from the last wave of the Community life Survey as well as wider research.
The latest Community Life Survey 2023/24 from the UK Government shows that 67% of adults (around 30.6 million people in England) donated to charity in the last four weeks—a figure that has remained steady since 2021/22 (66%). But while this may seem reassuring, the long-term trend tells a different story.
A decade ago, over 80% of adults were giving to charity. The decline raises questions: Is the cost of living crisis making it harder for people to give? Has trust in charities taken a hit?
Whatever the reason, charities need to adapt. Improving donor experience and telling compelling stories will be key to sustaining and growing support.
Who is Giving—and When?
Older Donors Are the Most Generous
People aged 65 to 74 and 75+ (both 80%) are the most likely to donate, significantly more than younger age groups (49% to 71%). Research suggests they also tend to support multiple charities rather than just one.
Women Are More Likely to Donate
73% of women gave to charity in the past four weeks, compared to 62% of men.
Rural vs. Urban Giving
73% of rural residents donated, compared to 66% of people in urban areas.
When Are People Most Likely to Donate?
Donations are lower in the first half of the year (April to September) but increase from October to March. This suggests seasonal factors—perhaps Christmas campaigns and winter appeals—drive giving.
How Are People Giving?
The survey found five key ways people are donating:
Buying goods – Purchasing charity-branded items or products that support a cause.
Direct debits/standing orders – A steady source of income for charities.
Raffle tickets – A popular way to contribute while getting something in return.
In-person donations – Traditional collection tins still play a role.
Online donations – Digital giving continues to grow, but it comes with challenges.
The average donation is £29 (excluding those who gave £300+). With this much at stake for each donation, it’s vital to make the experience seamless.
Making Giving Easier: Where Charities Can Improve
Donors, like consumers, expect a quick and simple process. A complicated donation page can lead to abandonment. Here are some ways charities can optimize the experience:
Reduce unnecessary form fields – Keep it streamlined.
Enable automatic field completion – Save donors time.
Offer multiple secure payment options – Including digital wallets for convenience.
Ensure campaign-specific donation journeys – Donors should land on a page that matches the ad, email, or post they clicked.
A/B test donation pages – Small tweaks can make a big difference.
A confusing or frustrating experience can push donors away, but a smooth journey increases the likelihood of repeat giving.
Trust Is Everything
Giving to charity is an act of trust. Donors need to be confident that:
Their money is being used responsibly.
Their personal and payment details are secure.
A clear, well-designed donation page helps, but trust goes beyond appearance. Many donors become frustrated when they can’t direct their donations to specific causes. Some even abandon donations if they feel their money might not go where they intended.
Allowing donors to choose exactly which campaign or disaster relief fund their money supports could increase engagement and boost overall giving.
Engagement Beyond the Donation
Charities that follow up effectively retain more donors. According to GuideStar:
Donors are 400% more likely to give again if thanked within 48 hours.
68% of donors say understanding their impact is key to giving again.
A simple thank-you email isn’t enough—showing real impact is what keeps supporters engaged.
Final Thoughts
The way people give to charity is changing, and charities need to adapt. Trust, convenience, and engagement are more important than ever.
By improving donation journeys, offering more transparency, and connecting with supporters in meaningful ways, charities can reverse the decline in giving and ensure a sustainable future.
That's why I have launched the Charity Experience Tracker to help charities put a spotlight on the pain points and celebrate the successes. Get in touch for more information: elliot@ferninsight.com