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UK Charitable Giving market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Charitable Giving market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Expert analysis from a specialist in the field

Written by Lucy Cornford, a leading analyst in the Beauty & Personal Care, Household and Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

2018 heralds a new era for the third sector. Not only do charitable organisations need to adjust to the rules and regulations of the GDPR, which will influence how they engage with future and existing donors, but the scandal surrounding Oxfam threatens to undermine public confidence in charitable giving. Lucy Cornford
Head of Beauty & Personal Care, Household and Lifestyles Research

What you need to know

Charities are arguably facing their toughest year yet in 2018. The Oxfam scandal threatens to undermine consumer trust in the sector, whilst the implementation of the General Data Protection Regulation (GDPR) in May will overhaul how charities engage with existing and potential donors.

How charities use personal data remains a key concern when it comes to making a charitable donation. Despite the disruption that it will cause, the GDPR could actually be a net positive for the sector, helping allay those consumer concerns about privacy and data. However, desire for transparency extends beyond how personal data is used. People also want to know how donations are spent and who donations are received from. Charities that focus on improving communication and clarity around these aspects can help rebuild trust in the sector.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • The market
          • GDPR comes into force
            • Two thirds of adults donate money to charity
              • Number of charities on the rise
                • Controversy in the third sector
                  • Companies and brands
                    • Recorded advertising spend in decline
                      • Figure 1: % share of total above-the line, online display and direct mail advertising expenditure by charities, by media type, 2016-17
                    • Leading charities dominate adspend
                      • Charities adopt new ways to communicate…
                        • …including making causes more ‘real’
                          • The consumer
                            • Health hits home
                              • Figure 2: Types of charitable cause donated to in last 6 months, December 2017
                            • Cash the most popular form of donating money
                              • Figure 3: How people have donated money to charity in last 6 months, December 2017
                              • Figure 4: Ways in which cash donations were made to charities in last 6 months, December 2017
                            • ‘Lifestyle giving’ appeals to under-45s
                              • Figure 5: Ways in which online donations were made to charities in last 6 months, by age, December 2017
                            • 25-34s say that they donate the most
                              • Figure 6: Mean donation given to charity in last month, by age and gender, December 2017
                            • The personal link is key
                              • Figure 7: Behaviours around charitable giving, December 2017
                            • Privacy and anonymity are important factors
                              • Donating goods and buying from charity are most popular activities
                                • Figure 8: Other charitable activities conducted in last 6 months, December 2017
                              • ‘Bad publicity’ does exist
                                • Figure 9: Attitudes towards charitable giving, December 2017
                              • What we think
                              • Issues and Insights

                                • The GDPR comes into force
                                  • The facts
                                    • The implications
                                      • Trust and transparency remain core concerns
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • GDPR comes into force
                                              • Two thirds of adults donate money to charity
                                                • Number of charities on the rise
                                                  • Controversy in the third sector
                                                  • Market Drivers

                                                    • Charities and the GDPR
                                                      • Two thirds make monetary donations to charity…
                                                        • Figure 10: Monetary donors and non-donors, by social grade and annual household income, December 2017
                                                      • …but the income squeeze could have an impact on spare cash
                                                        • Figure 11: Changes in household finances, January 2015 – February 2018
                                                      • Number of charities rises again…
                                                        • Figure 12: Number of charities in each income bracket, England and Wales, 31 March 2017 to 31 December 2017
                                                      • …but many smaller charities are struggling
                                                        • Annual income is also rising
                                                          • Figure 13: Charities’ annual income, England and Wales, 31 March 2017 to 31 December 2017
                                                        • National Lottery funding for good causes bounce back
                                                          • Figure 14: Total returns to good causes from the National Lottery, recent quarters*, April 2015 – December 2017
                                                        • Volunteering levels continue to decline…
                                                          • Figure 15: Participation in voluntary activities* (at least once a month), England, 2001-2015/16
                                                        • …but community spirit is on the rise
                                                          • Figure 16: Extent to which people in their neighbourhood pull together to improve the neighbourhood*, England, 2003-2015-16
                                                        • Controversy in the third sector
                                                          • ‘Latte levy’ has potential to generate millions for good causes
                                                            • Figure 17: Outlets used to buy hot drinks out of home, October 2017
                                                          • Calls for review on gifts and inheritance tax
                                                            • Charities against fraud
                                                            • Companies and Brands – What You Need to Know

                                                              • Recorded advertising spend in decline
                                                                • Leading charities dominate adspend
                                                                  • Charities adopt new ways to communicate…
                                                                    • …including making causes more ‘real’
                                                                    • Advertising and Marketing Activity

                                                                      • Recorded advertising spend in decline
                                                                        • Figure 18: Total above-the line, online display and direct mail advertising expenditure by charities, 2014-17
                                                                        • Figure 19: Total above-the line, online display and direct mail advertising expenditure by charities, by media type, 2014-17
                                                                      • Charities look to tap in to seasonal goodwill
                                                                        • Figure 20: Total above-the line, online display and direct mail advertising expenditure by charities, by quarter, 2014-17
                                                                      • Leading charities dominate adspend
                                                                        • Figure 21: Total above-the line, online display and direct mail advertising expenditure by charities, by leading charities (based on top ten for 2017), 2015-17
                                                                      • Consumers have reservations about charity advertising spending
                                                                          • Figure 22: CALM #bestmanproject, January 2018
                                                                        • Charities adopt new ways to communicate
                                                                          • Figure 23: Movember Unmute – ask him campaign, September 2017
                                                                        • Making causes more ‘real’
                                                                            • Figure 24: Royal British Legion Every pin tells a tale AR experience, February 2018
                                                                          • Nielsen Ad Intel coverage
                                                                          • The Consumer – What You Need to Know

                                                                            • Health hits home
                                                                              • Younger adults look to invest in the future
                                                                                • Cash the most common way of donating money
                                                                                  • ‘Lifestyle giving’ appeals to under-45s
                                                                                    • 25-34s claim to donate the most
                                                                                      • The personal link is key
                                                                                        • Anonymous giving could benefit from the GDPR
                                                                                          • Donating goods and buying from charity are most popular activities
                                                                                            • ‘Bad publicity’ does exist
                                                                                            • Charitable Causes Donated To

                                                                                              • Health hits home
                                                                                                  • Figure 25: Types of charitable cause donated to in last 6 months, December 2017
                                                                                                • Younger adults look to invest in the future
                                                                                                  • Figure 26: Selected types of charitable cause donated to in last 6 months, by age, December 2017
                                                                                                • A need to take a different approach to reach younger donors
                                                                                                • How People Donate Money

                                                                                                  • Cash the most common way of donating money
                                                                                                    • Figure 27: How people have donated money to charity in last 6 months, December 2017
                                                                                                  • Contactless donations rise amongst young adults
                                                                                                    • Street collections most popular way to donate cash
                                                                                                      • Figure 28: Ways in which cash donations were made to charities in last 6 months, December 2017
                                                                                                    • ‘Lifestyle giving’ appeals to under-45s
                                                                                                      • Figure 29: Ways in which online donations were made to charities in last 6 months, by age, December 2017
                                                                                                  • How Much Money People Donate

                                                                                                    • 25-34s donate the most…
                                                                                                      • Figure 30: Mean donation given to charity in last month, by age and gender, December 2017
                                                                                                    • …but for how long?
                                                                                                    • Behaviours around Charitable Giving

                                                                                                      • The personal link is key
                                                                                                        • Figure 31: Behaviours around charitable giving, December 2017
                                                                                                      • Anonymous giving could benefit from the GDPR
                                                                                                        • Celebrity ambassadors ‘not a draw’
                                                                                                        • Other Charitable Activities Conducted

                                                                                                          • Donating goods and buying from charity are most popular activities…
                                                                                                              • Figure 32: Other charitable activities conducted in last 6 months, December 2017
                                                                                                            • …as food banks continue to open
                                                                                                              • 16-24s more likely to research charities…
                                                                                                                • …and to participate in fundraising events
                                                                                                                    • Figure 33: We Make Change website, September 2017
                                                                                                                • Attitudes towards Charitable Giving

                                                                                                                  • ‘Bad publicity’ does exist
                                                                                                                      • Figure 34: Attitudes towards charitable giving, December 2017
                                                                                                                    • A call for greater transparency on spending…
                                                                                                                      • …and on use of personal data
                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                          • Abbreviations
                                                                                                                            • Consumer research methodology