UK Giving Behaviours Tracker: 2024

Trends and insights into UK donors – how, why & when they give.

It has been a rollercoaster few years in the fundraising sector – with more crises than ever before to contend with, changing in giving habits and behaviours and an audience become increasingly more digital in how they engage. Charities and causes are campaigning for the attention of fewer donors and looking to raise money for like-minded appeals which is making it difficult to stand out.

Every year, we speak to donors across the UK to understand how, why, when and where they give. This analysis allows us to understands shifts taking place now and in the coming months as organisations head into an important winter giving season.

Our 2024 tracker features a UK-wide sample of 2,010 people. Our findings show:

• The trend in value over volume continues with the total number of donors in decline by 5% yet the total avg. amount donated up 37%.
• We’ve seen a three fold increase in the number of people cancelling their regular gifts (12%) to charities yet only a 2% decline in one off donations showing a continued desired control from audiences in how and when they give. We’re seeing generosity come from a more diverse donor pool – younger audiences (18-34yr olds) and donors of faith.