Giving in the UK is recalibrating. In our 2026 UK Giving Behaviours Tracker, we surveyed 2,136 adults across the UK to map their giving habits—what motivates them, what holds them back, and how that’s changed over the last year. 2025 data is now live!
Here’s what we uncovered:
- 2025 Giving has stabilised after the emergency boom: After a record-breaking year in 2024, individual giving in 2025 has returned to 2023 levels. Participation remains stable, with 88% of adults donating money, items, and/or fundraising for charity, but average donation value has softened from £169 to £148.
- Mid-value holds steady: Mid-value giving and higher-earning donors are growing in importance, and maintaining their average gifts with households earning £50k–£74.9k giving £179 a year, and those earning £75K – £99.9K giving £256 a year.
- Younger donors show the strongest intent: Donors aged 25–44 give the most on average (£186 a year), with 18–24-year-olds expressing the highest intent to give in the next 12 months.
- Donors of faith remain the most generous: Faith-based donors give an average of £202 a year—vs £84 for those who chose “no religion”—with British Muslims in our sample giving £263 a year—3x times those who did not identify as religious.
- New ways of giving are gaining traction in the UK: Gaming and streaming platforms are gaining in popularity amongst younger donors: 7% of 35-54s said they have given money to charity through a computer game or live stream in the last 12 months, while in the 18-34 bracket, this was 1 in 7, or 14%.
- Ethnic minority communities continue to stand out: Representing nearly a fifth of the UK population—or 10.9 million people—donors from ethnic minorities give more on average (£217 vs £138 for donors who identified as “White British”) and show strong intent to continue giving.
And join us for a free webinar on Thursday, the 7th of May, 12–1 pm BST / 1-2 pm CET with Fundraising Everywhere or watch the recording here. We will be discussing some of the key insights and digging into three broader strategic shifts: opportunity audiences, including diaspora giving, mid-value donors, and ethical storytelling.
Questions or feedback? We’d love to hear from you. Get in touch on [email protected] to let us know what questions or resources would help your fundraising.
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Blue State is a values-led strategic, creative, campaigns, and media agency working with organisations seeking to make a positive impact—including Save the Children, UNHCR, WWF, International Rescue Committee, Greenpeace, Plan International, and UNICEF.
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