Many charities report an extremely difficult operating environment. Organisations have had to manage higher operational costs, including for goods, services, energy bills and staffing costs, and a strain on personal finances has limited donors’ ability to donate.
Charities are navigating a challenging landscape. Potential donors’ finances are still feeling the squeeze, charities face higher operational costs and, for many, higher demand for services from vulnerable groups. Many organisations are further strained by significant recruitment challenges.
Mintel data indicates that the number of donors and the amount donated to charity in the previous six months remains stable. However, with high levels of inflation in recent years, the real value of donations has eroded. If charities are not able to get donors to reconsider the amount they normally give, this problem will continue to worsen.
However, donors are keen to forge deeper connections with the causes they support. Many prefer to focus their efforts and contributions on one cause rather than across multiple charities.
This Report examines consumers’ giving behaviour, participation in charitable activities, and attitudes towards charitable giving.
Francesca joined Mintel in September 2021 as a Market Research Analyst in the Consumer Lifestyles Research team with previous experience in market analysis, market research and knowledge of consumer trends. Francesca holds a First Class BSc (Hons) degree in Psychology.
Donors are seeking closer relationships with the causes they support. Charities should open up communication, increase transparency and share impacts of donations.
Francesca Smith
Senior Research Analyst – Consumer Lifestyles
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