Why people give: aligning your ask with donor motivation

As a fundraiser, it may seem obvious to learn that a key finding in this year’s UK Giving Report 2026 is that donors give when they are both motivated by a cause and are asked to give. 

But dig a little deeper and we find important insights into the trends shaping donor behaviour and clues for charities thinking about how to maximise the effectiveness of their campaigns. 

Understanding when people are motivated to give 

As charities, every time we fail to ask for support when people are motivated to give, we miss an opportunity. Equally, we may use data to identify those most likely to give to our cause, but if our ask does not align with their giving cycle, they are unlikely to respond.  

So, how can we better understand when the public might be most ready to support our cause?   

The UK Giving Report 2026 shows that 11% of donations are described as being in response to ‘something in the news’ (5%) or ‘something seen on social media’ (6%). This compares with just 3% in response to an email from a charity, or 2% from postal appeals.  

Take UNHCR as an example. In 2020, they raised just £5.8 million. However, by 2022 with the war in Ukraine dominating headlines, their income jumped to £55 million, an increase of 1000%. By 2025, this had fallen back to around £25 million. While still huge growth since 2020, as news coverage of refugee causes has decreased, their income has also reduced.  

Domestic causes follow a similar pattern. Trussell saw income from donations rise from £12.75 million in 2020 to £56 million in 2021, as the cost–of-living crisis dominated the news agenda. The following year, income dipped to £32 million, a fall of 57%. Since then, they have managed to regain momentum and reached £50 million once again last year, but their fundraising costs have tripled in that time.  

Social media is now used by half of UK adults (51%) to get their news, with Facebook the most popular platform, according to Ofcom. Interestingly, people over 65 represent a higher proportion of users (14.5%) than those aged 18-24 (10.8%). When compared to giving patterns, over 65s continue to donate at the highest rates, highlighting a key audience that is likely to be influenced by the news agenda across all platforms and increasingly by the discourse on social media. 

Understanding the role of reactive giving 

Current affairs, across both news and social media, are more likely to have triggered a recent donation than direct appeals from a charity.  With the UK Giving report showing that up to two‑thirds of giving now happens through unplanned channels, the opportunity to respond to the news agenda becomes even more significant. 

Reactive giving refers to donations made in the moment, prompted by an immediate need, story or request, rather than through planned or regular giving. These gifts are driven by emotional connection, relevance and timing, and often occur in response to events in the news and social media. 

The motivations behind gifts also show that 53% of donors want to be part of something bigger and 38% wish to help people less fortunate than themselves. Both motivations can be strongly influenced by how a cause is portrayed in the media. 

Smaller organisations have also shown how being present in the news cycle can aid fundraising efforts. Forget Me Not Children's Hospice launched an appeal in late 2024 to raise £1 million to cover a funding gap and keep vital services. Linking their needs to a wider story around Hospice funding led to the appeal appearing across numerous news outlets both locally and nationally, including the BBC.  

As a result, they raised over the £1 million required, powered through a collective response amongst the community and businesses in West Yorkshire.  

In this case, people wanted to be part of something meaningful and cared deeply about a local community asset in need. Sharing that opportunity through the media was the key to a step change in fundraised income.  

Meeting supporters at the right moment 

With fewer people giving, and those that do reducing the amount they give, it is harder than ever to connect with and inspire the public to support your causes. 

Leveraging the news cycle for your benefit, by linking your work with wider stories and current trends, is a way to make fundraising budgets go further and meet your audience at the point where they are motivated and open to an ask.  

Social media is one channel where this can be done easily, with dynamic content ready to launch as and when your story gets picked up. But using trusted, more traditional networks, local news and radio are also highly effective ways to position your cause, and your appeal, as a story that needs attention today.