Understanding donor decline and what charities can do

A decade of decline 

Six hundred thousand donors is a shocking number to lose. Over the last decade, that is how many supporters the UK charity sector has lost each year — adding up to almost six million donors in total. 

As someone who has spent much of that decade facing the challenge of recruiting and retaining donors, a statistic like this can feel vindicating. However, I am also conscious that many organisations have seen significant growth in both income and donor numbers over the same period.  

So why have some charities achieved growth against a sector-wide reduction in participation? 

The first point to understand is that the number of donors is down across all measures. This is not a trend driven by younger people giving less, nor by demographics catching up with an ageing base of reliable supporters. Instead, our data shows a steady decrease across all age groups and all cause areas.  

That said, there are some trends. Giving to overseas aid has fallen considerably since 2016 in real terms, from an estimated £970 million to an estimated £727 million, representing a much larger decline when accounting for inflation. This may, in part, reflect how people classify their giving to conflicts such as the war in Ukraine or Gaza. In contrast, giving to what we might call ‘domestic’ issues has increased, with causes supporting older people, children and young people and people with disabilities beating inflation.  

When we ask non-donors why they are not giving, affordability is the main reason given: 49% say they simply cannot afford it. There is no doubt that the public feel less financially secure than they did ten years ago. Our data supports the idea that economic confidence is a strong factor in participation rates: 68% of higher rate taxpayers donate to charity.  

However, it is also true that focusing solely on the finances is an overly simple interpretation of the issue. The second most common reason people say is trust: 19% of non-donors say they do not trust charities to use their money wisely and a further 9% say they have not found a cause that sufficiently interests or engages them. In effect, that is a third of non-donors saying: “Inspire me. Show me the difference I can make and help me feel part of something.” 

We cannot change how financially secure someone feels, but we can influence how clear, trusted and compelling our case for support is. We can demonstrate the value of being part of a community and show just how much their support is appreciated. 

What successful charities have in common 

Despite falling donor numbers across the sector, some organisations have delivered remarkable growth. 

Great Ormond Street Hospital Charity (GOSH) has grown its income from donations and legacies from £62 million in 2021 to £114 million last year - an increase of more than 80%. In the last year alone, they raised £5.5 million more while spending less on fundraising. 

This growth has been fuelled by the launch of a capital campaign to build a new children’s cancer centre. What is particularly striking is how successfully GOSH has managed to translate a capital campaign into growth across all income streams. Alongside large philanthropic gifts, mass participation, events, trading, individual giving have all gone up.  

The campaign places ordinary donors at the core of the offer, positioning the appeal as a collective effort. GOSH has seized the opportunity to re-engage the public with an inspiring story and a clear case for support. It also shows that inspiration does not depend on restricted campaigns — strong, consistent impact stories can generate broad support without limiting how funds are used. 

Clarity and consistency in your treatment of supporters also translates into dependable growth in a challenging market. Against falling donor numbers and reduced giving to overseas causes, Médecins Sans Frontières (MSF) has delivered growth of more than £20 million in income from donations and legacies since 2021, while spending on fundraising grew by just £4 million. That growth has also been remarkably consistent, at around 11% year on year. 

This success is driven by a clear focus on building relationships with donors: 

“MSF UK’s fundraising approach is focused on bringing our supporters closer to the medical humanitarian work that their generosity makes possible, through the testimonies of MSF staff and the communities that we serve… We strive to provide the highest standard of stewardship to private individuals and organisations that fund MSF”1 

This commitment to donors is reflected in donor experience in sector surveys, where MSF has consistently scored highly, ranking first in both 2021 and 2024 among more than 20 other charities2.  

The outcome of this approach is that regular giving continues to grow, with more supporters recruited and those that give, doing so at higher values than many comparable organisations. Excellent stewardship and supporter engagement also enables them to convert one-off emergency donations — such as those given in response to the Turkey earthquake or the conflict in Gaza — into dependable income in subsequent years. 

How charities can grow in a declining donor market 

Attracting new supporters is undeniably harder in a stagnant economic environment. But growth is still achievable when charities focus on strengthening the relationships they already have. Meeting supporters where they are and giving them a clear role in addressing an issue they care about still works.  

As Emma Hunt CEO of Kangaroos, a community-based organisation in Mid Sussex stated when we asked about these challenges:  

‘People are thinking they’d love to donate, but can’t give to everyone — so where do they go? They think about the people they know and their experiences.’ 

For Kangaroos, direct engagement, storytelling and demonstrating impact have become essential. Community fundraising events have become one of their most effective tools for both raising income and deepening local ties. 

In this context, it is more important than ever to treat those who do give exceptionally well. Yes, thank them but also cherish them. Show how much they mean to you in every interaction, appeal and report. 

Trends, such as those identified in the UK Giving Report provide a bird’s-eye view of the sector. However, overall decline will always be offset by those who run counter to the established pattern. If you are experiencing a decline in supporter numbers or income, the answer may be to break the pattern: launch a new campaign with donors at its heart and build systems that truly reward engagement.