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Adriana Lowe
Senior Private Client Manager
As I explored the findings of the World Giving Report Donor Insights 2026, I found myself reflecting on what it says about us and our communities. I used to be an anthropologist, so I am fascinated by the way charity seems to be a universal behaviour, while still varying so dramatically across the world.
The report explores the motivations, attitudes and behaviours behind giving across different countries and cultures. As I read through the findings, I have been mulling over what my clients and I can learn from the report. I have highlighted below a few of the insights that stood out to me, along with some practical actions you can take, whether you are a seasoned philanthropist or are totally new to charitable giving.
Generosity varies significantly across countries, ranging from 0.7% to 2.3% of income and social norms play a powerful role: donors who cite two or more social influences give almost twice as much as those who cite none.
Giving is not just a personal choice, it is cultural. The environments we live in, the people around us and the conversations we have all influence our charitable behaviours. Our culture is not fixed; it is changeable and something we build collectively.
This makes me think about what I am doing to create the culture in which I want to live, where people are generous, connected and have access to the resources they need to thrive. Giving is on the decline in the UK and it has prompted me to reflect on what role I can play, as someone who is able to give.
What you can do: model the behaviours you want to see around you. I am increasing the amount I give this year (and talking about it!) because I want to help build the kind of social norms that support a thriving charitable sector. If you are a secret giver, try telling at least one person about a charity you support.
Across every continent, children feature among the top five most supported causes.
While giving priorities vary around the world, some motivations appear universal. The desire to protect children and, more broadly, support those who are most vulnerable, speaks to something fundamental about the nature of charity and human empathy.
I believe that giving is rooted in emotion, even for those of us who love getting into the details of an impact report. Evidence and outcomes matter enormously, but they often come after the motivation to act. If I did not care about the needs of others, my community or the environment, I would not give at all.
This finding is a useful reminder that philanthropy is both rational and emotional. The most fulfilling giving often combines what matters to our hearts with what we know can make a difference.
What you can do: think about your motivation. What feelings have prompted you to be generous in the past? If you can identify those drivers, you can tailor your giving to the causes that really matter to you, which will make your giving more rewarding and fulfilling.
"By understanding the values and experiences that influence donor behaviour, we can learn what drives vibrant cultures of giving to support the resilience of civil society."
Mark Greer, Managing Director, Charities Aid Foundation
In countries where more than 80% of people feel a strong sense of belonging to their local community, giving levels are on average three times higher than in countries with weaker community ties.
Community connectedness and charitable giving create a virtuous cycle. Feeling connected to others encourages people to give, and much of that giving supports community initiatives which then build connection.
At a time when news headlines often focus on division and isolation, the solution to many of the challenges can start on our doorstep. One of the most powerful ways to strengthen society is also one of the most accessible: investing in the places and people around us.
What you can do: getting involved locally does not have to be complicated. Whether through donating, volunteering, or simply joining a local group or initiative, your actions can help build a more resilient, connected and generous community.
For me, the findings reinforce the idea that generosity is about more than money. It is about the culture we create, the values we model and the relationships we build. While giving looks different around the world, the desire to make a positive difference is something we all share.
The report offers more insights into global giving and donor motivations around the world. I hope you find it interesting and inspiring, whether you're looking to strengthen your impact, involve your family in giving, or explore new causes and ways to make a difference.
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