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Adriana Lowe
Senior Private Client Manager
Rolling global news of social conflicts and wars can easily leave us feeling disheartened, with the idea that communities are fragmenting. However, as real as these global challenges are, there is also extraordinary generosity demonstrated across the world, by people who give their time and money to help strangers at home and further afield.
Our new World Giving Report offers a deep look at these global giving behaviours. Whether you are already an active donor or beginning to explore how you can make a difference, here I highlight some of the insights that I find most interesting and suggest ways you can use them to inform your own decision-making.
In countries where almost everyone (99%) did a good deed for someone else at least once, they were significantly more likely to give money (77% vs. 64% global average), and they gave away a larger portion of their incomes (1.54% vs. 1.04% global average).
This suggests that generosity is a mindset – that can be nurtured through everyday actions. I regularly have conversations with clients who want to get their children involved in giving but don’t know how, as well as those who mention wishing friends or colleagues could be persuaded to be more philanthropic.
We cannot say for sure which direction this effect goes in, but I believe encouraging and celebrating good deeds is the first step to bringing up a generation of future philanthropists. I am clearly not alone in this belief as 28% of respondents in the report said they donated, at least in part, to set a good example.
What you can do: start by modelling generosity in your own family. Encourage small acts of kindness and demonstrate the importance of doing regular good deeds for strangers.
Globally, 71% of donors gave to local/regional charities, with this figure highest in Africa (87% of donors) and 28% of donors give because they want to support their community.
Local charities are often the unsung heroes of our communities. They enrich our society, providing everything from healthcare to food pantries and the local amdram society, as well as offering volunteering opportunities which give so many a sense of purpose.
Most of us would be astonished to know how many charities are active in our local area and the needs to which they are responding.
What you can do: explore organisations in your area. Our Charity Search tool allows you to look for charities by town or postcode and you might be surprised by the range of organisations and innovative approaches right on your doorstep.
In countries where people cited fewer ‘social reasons for giving’, the average percentage of income donated is just 0.56% - around half the global average. In contrast, the top 20 countries (where people cited the most social reasons) give on average 1.61% of their income - nearly three times higher.
In the UK, we are famous for not talking about money and this often includes philanthropy. The less we talk about giving, the less it becomes an expected part of our responsibility to our local community and the wider world. While many of us do not want to boast about our generosity, we may do the charities we support a disservice by not acknowledging our support more publicly.
What you can do: talk to your friends, family and colleagues about the charities and causes you care about. You can celebrate the work they do without centring yourself - or the size of your donation - in the story. Consider volunteering as well as donating, if you are more comfortable talking about giving time than money in conversations with others.
We're experts in charitable giving and can help you achieve greater impact. Learn more about our personal giving services or contact our team to start a conversation.
Learn moreNigeria topped the generosity rankings, with average donations reaching 2.83% of income. Six countries in total, all African, with the exclusion of China, had an average of over 2% and the top 42 countries all averaged 1% or more of income donated. The UK ranks 64th, with an average of 0.75%.
Many donors ask us how much they “should” be giving. There’s no single answer to this as giving is personal, both to your circumstances and your values. That said, as our research shows, social norms are important and benchmarks can be useful for reflection.
Ultimately, the percentage you give is not everything, as many give time and expertise to charities as well – the important thing is to give intentionally. Still, it is interesting to see the global variation and reflect on where we collectively and individually sit within that range and whether we are comfortable with it.
What you can do: try calculating what proportion of your income you donate. Set yourself a personal goal – perhaps to match the generosity of a country that inspires you. I am currently giving at a Zambian level. What about you?
The World Giving Report 2025 is full of insights to help you shape your giving strategy. Whether you're looking to deepen your impact, involve your family, or explore new causes, we hope it offers inspiration, practical guidance and a source of
optimism.
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