Where does this leave us?
Some charities, most notably NHS Charities Together, have gained both profile and support during the pandemic, either through their own efforts or via broader appeals and campaigns that have helped to motivate people to give. However, at the same time many charities such as foodbanks have seen demand soar beyond what even an increase in donations can match. Others have faced drops in income; the closed charity shops, lost entrance fees, the opportunity to give via charity tins that many people do not even think to report as part of their charitable giving all adds up and the scale of these is such that donations cannot be expected to fill the gap. This helps to explain why both messages can be right, even if they perhaps feel contradictory: giving is not down, but large parts of the sector are still in financial distress or even at the brink of disappearing.
We also have to look at other factors. Will there be a giving fatigue that might set in after the winter campaigns have finished? Can charities manage the pressure of having to deliver even more services while still making the case to donors showing the impact of their work in order to keep people engaged? How quickly could a vaccine impact economic recovery and people’s corresponding ability to give?
The additional data from our UK Giving survey can help illuminate how the giving landscape has changed since last year and how it intersects with the wider funding environment for charities in the UK. The generosity of the British public has been shown to be very much alive and well during these times of rapid change. But the overall message that charities still need significant support still holds true – which is why the call for a temporary increase to Gift Aid and other proposals have been put forward to Government.