UK giving trends: Fewer donors, higher donation values

The UK charity sector is seeing a significant shift in donor behaviour. Fewer people are giving to charity, but those who do are contributing larger amounts.

Research based on nationally representative data from more than 4,000 UK adults collected through the CharityTracker platform, suggests charitable giving is becoming increasingly concentrated among a smaller group of highly engaged supporters.

While overall donation values remain resilient, participation in giving has continued to decline. The findings point to a fundraising environment that is becoming narrower, more relationship driven and more dependent on high value donors.

Participation in giving continues to fall.

According to CharityTracker research, the proportion of UK adults donating to charity fell from 53% in 2018 to 44% in early 2026.

The decline accelerated during the Covid-19 pandemic, recovered slightly during periods of international crises and then continued throughout the cost-of-living crisis.

At the same time, average donation values increased. Even after inflation, annual giving levels are now above their pre pandemic baseline.

The strongest growth has come from a relatively small group of high value donors. By 2025, top quartile donors were giving 48 times more than bottom quartile donors, compared with 34 times more in 2018.

Importantly, lower value donors are not necessarily giving less. Their giving has remained relatively stable. The change is being driven by higher value supporters increasing the amount they give.

The result is a donor market that is becoming smaller overall, but deeper in terms of value.

Giving is becoming more intentional.

The research also highlights a growing divide between reactive and intentional giving behaviours.

Lower value donors were more likely to give through checkout prompts, cash collections and one-off appeals. Higher value donors were more likely to give directly to charities, respond to personal asks and maintain regular giving habits.

They were also more likely to engage through ongoing relationships with organisations rather than passive donation opportunities.

These supporters consistently reported higher levels of trust in charities and stronger confidence that organisations can deliver meaningful impact.

This has important implications for fundraising strategy. As participation declines, long term income growth may depend increasingly on charities' ability to build direct and sustained supporter relationships.

Younger high value donors are growing.

While older audiences still make up much of the top donor segment, the strongest growth among high value supporters is coming from younger donors, particularly those aged 25 to 34.

The profile of higher value donors is becoming younger, more educated and more digitally engaged.

These audiences are often highly selective in how they give. They expect transparency, evidence of impact and regular communication from the organisations they support.

For charities, this may require a different approach to supporter engagement, particularly in digital communication, stewardship and relationship management.

Trust remains a key driver.

Trust continues to play a significant role in donor behaviour.

Top quartile donors were substantially more likely to trust charities and believe organisations make a meaningful difference. They were also more likely to engage through faith communities and places of worship.

As giving becomes more concentrated, trust and supporter confidence may become increasingly important factors in long term fundraising performance.

What the findings mean for charities.

The overall picture is not one of immediate decline. Total giving remains resilient and average donation values continue to rise.

However, the research points to a longer-term structural shift in the donor market. Income growth is increasingly being driven by a smaller group of highly engaged supporters, while overall participation in giving continues to contract.

For charities, this creates two strategic priorities, firstly the need to strengthen relationships with committed supporters and, secondly, that to find new ways to broaden participation in giving.

The findings suggest charities may need to adapt to a fundraising landscape where supporter quality, trust and long-term engagement become increasingly important drivers of sustainable income.

Understanding who donors are, what motivates them and how their behaviours are changing will become increasingly important for future fundraising strategy.