The Philanthropy Advantage Report 2025
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Research Team
Charities Aid Foundation
‘Super Givers’ are people who have gone above and beyond to support charities in the past year.
They have…
In the UK, just over 1% of the population are Super Givers – that’s around 676,000 people. Further research based on CAF’s UK Giving data reveals trends in Super Givers’ demographics and personality types, as well as the UK’s top 10 Super Giver hotspots.
Our UK Giving report shows that charities are depending on a smaller number of people every year. These insights can help charities understand and connect with this core group of supporters, while inspiring others to get involved.
The proportion of Super Givers increases with age, and those over 65 are almost twice as likely to be Super Givers than 16-24-year-olds (1.6% vs 0.9%). There is a notable rise at age 55-64, which is likely to reflect those age groups having more capacity to engage with their communities due to fewer work and family commitments. Figure 2 shows that almost half of all Super Givers in the UK are over the age of 55 (49%).
Results show that a higher proportion of women are Super Givers (1.5% of women vs. 0.9% of men). However, as Figure 3 reveals, the divergence only begins at age 35, when women become more than twice as likely to be Super Givers as men of the same age (1.6% vs. 0.7%). The gap largely persists with age, and women over 55 ultimately make up nearly a third of all Super Givers (31%).
While there are Super Givers in communities across the UK, we have identified the top ten constituencies that have the highest proportion of Super Givers. In these areas, 2.4% of people are Super Givers on average, which is twice the UK’s average.
Five out of the top ten are in the South East of England, three are in the North of England, and two are in Northern Ireland.
These hotspots appear to be centres for generosity in general, as they all have an above average percentage of people donating to charity. In particular, Wirral West, Sheffield Hallam and Sefton Central are also in the UK’s top 10 for the average proportion of income donated in 2024.
It takes all kinds of personalities to build community. Although there is a great range of personality types among Super Givers, some clear patterns emerged around sociability and decision-making.
Almost half of Super Givers say they are both talkative and outgoing (44%), nearly twice the proportion of the rest of the population (25%). Their decision-making is also more likely to be led by emotions and values as opposed to objectivity and logic — 52% of Super Givers show these tendencies compared to the UK average of 40%.
"I also like to make charity work as fun as I can, so many of my antics in the past have involved fundraising in elaborate fancy dress costumes. I often have mad, crazy ideas for how I’ll get funds raised."
Givers are nearly twice as likely to feel a very strong sense of belonging in their local area (22% of Super Givers vs 12% UK average). They are also more satisfied with their neighbourhoods (35% very satisfied vs 22% UK average), with a greater proportion agreeing that people in their local areas generally seem kind (76% vs 66%) and that British people are generous (65% vs 53%).
“We have a WhatsApp group of volunteers, and we all get on really well. It’s a very nurturing environment to be in, it’s very supportive, everyone is made welcome”
Sam and Lois both volunteer at Stripey Stork, Surrey, and Sarah is a volunteer at Emerge Advocacy, Surrey.
While Super Givers say they have more opportunities to get involved in their communities than the average Brit, Charity Commission data shows that Super Giver hotspots are not necessarily areas with a higher density of charities. With almost one in five people (17%) saying that they would like more opportunities to help others, the UK’s Super Givers can inspire us to seek out more ways to get involved with our communities this winter.
Read our UK Giving Reports to learn more.
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Explore high-net-worth individuals’ views on the importance of philanthropy, and the role advisers can play leading more charitable giving conversations with their clients.
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