2023
9
UK Charitable Giving Market Report 2023
2023-12-01T08:01:51+00:00
REP8277C52A_9783_4CA4_85A9_96FB4AEC4E78
2195
168694
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Report
en_GB
Charities are navigating a challenging giving environment, but can focus on embracing flexible donating and volunteering, building trust and engaging young donors. Francesca Smith, Senior Research Analyst - Consumer…

£ 2,195 (Excl.Tax)

Description

The UK Charitable Giving Market Report identifies consumers’ attitudes towards donating to charitable causes, the impact of inflation on consumers’ willingness to donate and future innovations and launches to help engage prospective donors. Get a 360° view of the UK charity market with Mintel. 

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The impact of inflation on charities and charitable giving.
  • Charitable causes donated to and participation in charitable activities.
  • Barriers to donating to charity.
  • Amount donated to charitable causes and methods of donation.
  • How donors have heard about the charitable causes donated to.

UK Charity Market Overview

The cost of living crisis has created a ‘perfect storm’ of challenging factors for charities. Charities’ costs have risen significantly, demand from service users has surged and the ability to donate, for many, has been threatened. As budgets are squeezed and personal matters become the primary focus, donating to charity is inevitably a lower priority for many.

  • Charity market size: As of March 2023, 168,893 charities were registered in England and Wales.

UK Charity Market: Trends and Opportunities

Bring cause closer to home

The most common and consistent way that donors discover a charitable cause they subsequently donate to is through the experience of either themselves or someone they know, having been helped by the charity. Charities should look to ignite feelings of empathy and relatability in fundraising appeals, such as by highlighting familial relationships and shared common experiences.

  • UK charity market opportunity: 26% of donors who donated £75+ in the last 6 months donated to a cause that helped them/someone they know.

The potential of young donors

While older adults, typically, earn and donate more, they are also more set in the causes they support. Young donors, such as Generation Z, hold a lot of potential, they are increasing how much they are giving and are more open to hearing about different causes. Charities should build appeal among young donors now so, as their income and donating capacity grows.

  • UK charity market opportunity: 21% of donors aged 16-34 have donated to 3 or more causes.

Purchase our UK Charity Market Report to receive a consumer behaviour analysis and recommendations for market opportunities.  Readers of this report may also be interested in our UK Ethical Retailing Market Report 2023.

Charities Discussed in the Full Report

Guide Dogs, Cancer Research, Macmilian Cancer Support, Omaze Limted, Alzheimer’s Society, Age UK, Royal National Lifeboat Institute, RSPCA, Unicef.

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Expert Insights from a Mintel Analyst

This report, written by Francesca Smith, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the UK charity market and add expert context to the numbers.

Charities are navigating a challenging giving environment, but can focus on embracing flexible donating and volunteering, building trust and engaging young donors.

Francesca Smith
Senior Research Analyst – Consumer Lifestyles

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Opportunities for charitable giving
    • Market dynamics and outlook
    • Graph 1: number of charities in England and Wales, 2013-23
    • Graph 2: participation in formal volunteering, England, 2013/14-21/22
    • Graph 3: the financial wellbeing index, 2016-23
    • What consumers want and why
    • Graph 4: charitable causes donated to in the last six months, 2023
    • Graph 5: amount donated to charity in the last six months (NET), by annual household income, 2023
    • Graph 6: charitable giving behaviours, 2023
  2. Market Dynamics

    • The market
    • Graph 7: number of charities in England and Wales, 2013-23
    • Graph 8: participation in formal volunteering, England, 2013/14-21/22
    • Macro-economic factors
    • Graph 9: the financial wellbeing index, 2016-23
    • Graph 10: the financial confidence index, 2016-23
    • Graph 11: “The rising cost of living has meant donating to charitable causes is a lower priority to me”, by financial situation, 2023
  3. What Consumers Want and Why

    • Donations to charitable causes
    • Graph 12: charitable causes donated to in the last six months, 2023
    • Graph 13: consumers who have donated to an environmental cause in the last six months, by age, 2023
    • Graph 14: consumers who have donated to a charitable cause in the last six months (NET), by financial situation, 2023
    • Barriers to donating
    • Graph 15: reasons for not donating to charity in the last six months, 2023
    • Graph 16: mean trust in charities score (on a scale of 0-10), 2008-23
    • Amount donated to charity
    • Graph 17: amount donated to charity in the last six months, 2023
    • Graph 18: amount donated to charity in the last six months (NET), by annual household income, 2023
    • Graph 19: amount donated to charity, by age, 2023
    • Graph 20: changes in donation amount in the last six months compared to the previous six months, 2023
    • How people hear about charitable causes
    • Graph 21: how donors have heard about the charitable cause they have donated to in the last six months, 2022-23
    • Graph 22: how people heard about the charitable causes they’ve donated to in the last six months, by age, 2023
    • Graph 23: donors who heard about the charitable causes they’ve donated to in the last six months via social media/influencer, by generation, 2023
    • Graph 24: “I would be interested in attending an online fundraising event in the next six months”, by generation, 2023
    • Method of donation
    • Graph 25: method of donation to charitable causes in the last six months, 2022-23
    • Graph 26: how much people have donated in the last six months, by method of donation in the last six months, 2023
    • Graph 27: method of donation in the last six months, by age, 2023
    • Graph 28: “I would prefer to donate flexibly to charitable causes than set up a regular donation”, by age, 2023
    • Other charitable activities conducted
    • Graph 29: charitable activities done in the last six months, 2023
    • Graph 30: participation in charitable activities in the past six months, by financial situation, 2023
  4. Innovation And Marketing Trends

    • Advertising and marketing activity
    • Graph 31: total above-the-line, online display and direct mail advertising expenditure by charities, 2019-23
    • Graph 32: total above-the-line, online display and direct mail advertising expenditure by charities, by media type, 2019-23
  5. Appendix

    • Methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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