Individual giving to charities: emerging trends

Consultancy firm Blue State have recently published their UK Giving Behaviours Tracker: 2024 report, which offers some fascinating and counter-intuitive insights into emerging individual giving trends in the UK.

Perhaps the biggest surprise in the report is the finding that younger people are giving significantly more to charities than older age groups. The average total amount donated to charity in 2023 by people aged 18-34 was £244, compared to an average of less than £170 by all older age groups. People aged 55-64 gave the lowest average amount (£104). This is as a result both of substantial increases in giving by younger people and reductions in giving by older people. The data also suggests the trend is likely continue, with 75% of 18-24 year olds indicating they are keen to donate next year.

With everything we have been hearing about the wealth of the Baby Boomer generation and their generosity towards charities, this is a particularly interesting finding.

The report offers some hints about why this might be. In particular, younger people are much more likely to give to international causes (such as relief aid for conflicts in Gaza and Ukraine). In addition, it could be that they are anticipating inheriting substantial assets in the coming years and are prepared to rely on that for their future financial security.

In parallel with the general rise in giving by younger people, the report highlight significant shifts in how people are donating. Giving through buying merchandise is on the rise across all age groups, and particularly amongst younger people, 53% of whom donated in this way in 2023, compared to 31% in 2022. Charitable giving through gaming platforms and live streams is also growing quickly amongst people aged under 34 (15% donated this way in 2023, up from 10% in 2022).

Alongside the growth of giving by younger people, the report finds that people from non-white backgrounds were 12% more likely to donated compared to white people and the average gift of people from Asian, Asian British or mixed backgrounds was three times higher than for white donors. Muslim donors in particular are considerably more generous, giving an average total of £708 in 2023, more than six times the average for donors who do not identify as belonging to any religious group.

These results definitely challenge received wisdoms around fundraising from individual giving. The emerging trends suggest a renewed focus on young people, people from non-white backgrounds and less-traditional fundraising channels could really pay off for charities who seek a significant proportion of their income from individual giving.

If you would like to find out more about our fundraising services, please contact us at julian@almondtreeconsulting.co.uk to arrange free initial telephone discussion