UK Giving 2026 Webinar
Why It Matters
A shrinking, less‑engaged donor base erodes charities’ financial resilience, jeopardizing their ability to meet rising social needs. Reversing this trend requires immediate strategic shifts in fundraising, trust‑building, and youth engagement.
Key Takeaways
- •UK individual giving fell 10% to £14 bn in 2025.
- •Donor base shrank by 6 million over the past decade.
- •Average monthly donation dropped to £65, down from £68 last year.
- •Affordability and trust identified as primary barriers for non‑donors.
- •Younger generations show highest disengagement, threatening future donor pipeline.
Summary
The Charities Aid Foundation hosted a webinar to launch its UK Giving Report 2026, a decade‑long, nationally‑representative study of individual philanthropy. The session highlighted how the sector’s health is now measured not just by donation amounts but by the sheer number of people who give.
The data reveal a 10% year‑on‑year decline, with total public giving falling to £14 bn and the average monthly contribution slipping to £65. Over the last ten years the donor pool has contracted by six million people, and the average donation size fell from £28 to £26. These twin pressures have erased roughly £12.4 bn of charitable income, a shortfall that now lags behind inflation.
Presenters Sam Ryder and James Moore emphasized two dominant barriers: affordability and trust. One‑third of non‑donors cite a lack of interest, and high‑earning taxpayers often forget or distrust charities. Younger people, raised on social media and skeptical of institutions, are disengaging at the highest rates, threatening the sector’s future pipeline.
For fundraisers, the report signals an urgent need to segment audiences, tailor ask levels, and communicate impact in relatable terms—such as equating donations to everyday purchases. Without rebuilding trust and demonstrating value, charities risk a widening funding gap that could compromise service delivery as demand for support continues to rise.
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