UK donors – who, how, when and why? UK Giving Behaviours Tracker 2024
I was pleased to attend the excellent Individual Giving Conference hosted by Fundraising Everywhere today. The first session was Anjali Bewtra from Blue State, looking at UK Giving behaviours. Here are my notes below to give a flavour (click on the images to make them bigger), but I do recommend watching the many sessions at Fundraising Everywhere!
Talking about UK donors – how, when and why they give:
Will talk about continuing trend of value over volume, growth opportunity of a more diverse donor pool, and wider trends in giving.
Insights:
It’s been a rollercoaster – global and domestic crises, hard to attract attention of fewer donors
- The continuing trend of value over volume
Total amount is up – UK public remain incredibly generous.
Majority giving locally – 90% more likely to give to local or national cause.
Decline in donor pool, but huge increase in value – average amount given was £165.
3 x more donors are cancelling some of their regular giving commitments
Cash and one-off giving show a much smaller reduction
Looking for control of their giving – need strong donor relationship building and retention activity is important.
Over 65s most likely to continue giving
1 in 4 feeling optimistic still, rising to 1 in 3. About a fifth of UK households’ combined income is 100k+
Adults are planning to give more, 20% planning to give more households over £70,000.
Why are they planning to give more? Humanitarian crises in particular.
Those giving to global causes have highest average gifts
Increasing conflicts and frontline stories, media coverage driving generosity and people wanting to help.
Findings about potential audiences
First driver is income – 100k income household highest potential to become new mid-value donors
Across all incomes, people donating more. Those earning up to £14,999 have doubled their donations. Lower income looking for local opportunities particularly.
Younger donors – watching this space! Interesting trends. Younger cohorts were the highest group planning to donate next year and gave highest averages – link to ongoing humanitarian conflict. Leaning into value-based approach resonating with donors. Increase in giving higher with younger audiences.
Stark increase from 2022 to 2023 in younger donors! Average gift dropping in older donors.
Merchandise and value exchange giving is on the rise – show and share your support. Need strong donor engagement and retention strategies here.
Donors of faith continue to be generous:
British Muslims – 85% planning to give. Work with communities in an authentic way.
Ethnic minorities among the most generous donors.
Many giving three times more – how do we reach out authentically to make them feel involved with our causes?
London and south east still prominent, esp when thinking about mid-value. South West and Wales too.
Trends on wider giving – UK orgs still winning on volume and market share.
International orgs still trail behind domestic charities. There is room in the market to grow.
Giving while gaming continuing to grow, including 35-44 growth.
Quick summary here!