2022 was a record breaking year for fundraising in the UK, while 2023 is making many fundraisers re-evaluate their programmes to respond to the current giving landspace. To help the sector, Blue State surveyed 1,540 individuals in the UK to understand broad trends in giving, what organisations can do to navigate these challenges, and how to find new donors through a difficult environment. Two key findings include:
- 20% of Brits intend to donate more to charity in 2023 than in 2022 – rising to 24% for households in London, 25% for people with over £75,000 in yearly household income, and 53% for British Muslims.
- But 1 in 5 people are not planning to donate to charities at all in 2023
Lizi Zipser, Executive Director of Blue State, commented on the findings, saying:
“This research shows some reasons for both optimism and caution. While the lowest earners are having to cut their donations, we’re seeing middle and higher earners keep up their donation rates, and even increase them.
“Most reassuring is the fact that more people said they intend to increase their giving than those who said they intend to stop giving. People can see the need in the world is increasing. They want to be part of a solution and feel there is hope for them and the people and causes they care about. Organisations that lean into this need for hope and solutions, while optimising for donor value and not just volume may be able to get through this crisis with their funding intact.”
The short answer to addressing the challenges we highlight – the cost of living crisis doesn’t have to be a ‘cost of giving crisis’ if you focus on the right people and asks. Download the report for the result now.
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