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We are a leading charity, working at the centre of the giving world. We help donors to give more impactfully and charities to build their resilience so they can do more of their life-changing work.
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Anna Broxup
Private Client Manager
This year’s UK Giving Report brings together the latest research and insights on how people across the UK are giving today. While it highlights some real challenges, it also reveals the trends shaping public generosity, supported by a decade of nationally representative data:
It completes the picture of a perfect storm for charitable organisations — rising costs, greater demand for their services, and now decreased donations and interest.
The most obvious answer is simple: give more, if or when you can, and do not delay. But the report also calls for something bigger — a renewed culture of giving.
Here we consider both. From practical ways to provide an extra boost to the charitable sector, to ideas for helping others experience the joy of giving. Nearly half of the additional - and higher - rate taxpayers who did not donate last year said it was because they were not interested. So let your enthusiasm and generosity still lead the way.
Many donors have already been stepping up to try to plug the gap and may be feeling the effects of fatigue. Others have set aside funds in a charitable trust, but feel short of time or headspace to decide where to give next.
Here are some simple actions that may help create a little extra momentum.
Sometimes the best thing is simply to do it. We champion and support considered giving, but one additional donation can make a real difference, and does not always need to fit into a detailed strategy. Instead of aiming for perfection, focus on progress.
Matching campaigns of all sizes are powerful tools for raising funds and awareness. Even a small sum could encourage people you have never met to start or increase their donations to an organisation you value.
Support a cause that sits well outside of your usual giving areas. Perhaps consider whose voice does not get heard or challenge yourself to find an organisation doing important work for a neglected or unpopular cause. The UK Giving report shows that refugees and sports and recreation were the least supported causes (1% each), but these are broad categories and the possibilities are endless.
On a practical level, you could also think of donating something different — we manage millions of pounds’ worth of share gifts every year on behalf of our donors — and you can also read about a generous donation of a Barbara Hepworth sculpture.
Many of our donors want their giving to replicate the success they have achieved elsewhere but have limited time or find the pressure to “get it right” leads to analysis paralysis. If you want help getting off the starting blocks or crafting a strategic plan, get in touch and let us do the heavy lifting.
"The decline in charitable donors over the past decade is stark. Giving is no longer a habit in this country. Yet charities continue to face rising demand for their services coupled with increased costs, meaning they are having to work harder than ever, just to stand still."
Philippa Cornish, Client Relations Director, Charities Aid Foundation
One of the most rewarding and powerful things donors can do is ignite a passion in charitable giving. This might be in your children, your colleagues, your friends or anyone else in your life.
The report reveals how lack of affordability is a significant barrier to giving, however additional-rate taxpayers (earning £125,140 or more) are no more likely to donate than people with an income of up to £12,570. That suggests there is untapped people all around us. There are those who can give but have not yet felt sufficiently motivated or inspired. Unlocking some of that potential might be the greatest contribution you could make to the charitable sector.
We know from the report findings that the number one prompt for a recent donation was a friend, family member, or colleague, so we are all potential advocates. This doesn’t need to be a hard sell. A simple conversation about a cause you or they care about can fuel interest – and that’s often the first step toward lifelong engagement.
Take these conversations a step further by offering to donate to a cause of the other person’s choosing or, if appropriate, match a donation they can make. This shows you value what is important to them and builds joint engagement.
Model the habit of giving and gratitude by embedding it into your family and friends’ personal milestones and celebrations. We often donate when we offer condolences, however can extend this to a range of life events. For example, to welcome a new arrival, alongside the more traditional presents you might include a donation in their name to a charity for babies with a more challenging start to life. A meaningful gift to kickstart a lifetime of generosity.
Volunteering often goes hand in hand with increased donations and broader charitable engagement, and is lowest among 35 to 44-year-olds, according to the report. Why not ask if a friend or family member wants to volunteer with you, either regularly or as a one-off, perhaps using a volunteering day they get through work? It can be a wholesome way to build memories and bonds while also supporting and learning more about an organisation.
Wherever you and your loved ones are with your charitable giving, CAF can help support. We always welcome hearing from our clients or new customers, so please do not hesitate to get in touch.
We're experts in charitable giving and can help you to realise greater impact through your giving. Learn more about our personal giving services or contact our team.
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This year’s UK Giving Report brings together the latest research and insights on how people across the UK are giving today. While it highlights some real challenges, it also reveals the trends shaping public generosity.
Our research found that around two-thirds of all charitable giving is unplanned, prompted by conversations, appeals, or being moved by personal experience rather than by a pre-existing commitment. So, why not be the one to start that conversation?
Rather than spreading funding widely, many donors are focusing their philanthropy on particular places and communities they care about, supporting solutions that reflect local needs, strengths, and lived experience.