When times get tough, the generosity of UK consumers shines through in new and inspiring ways. Savanta’s latest research uncovers a shift in how people are supporting charitable causes, revealing that while monetary donations might be on the decline, the spirit of giving remains as strong as ever.
A Shift Toward Sustainable Giving
In a landscape marked by rising costs and economic uncertainty, 44% of people in the UK report spending less on charitable donations than they did last year. Only 8% are giving more, and more than half (51%) say that recent price increases have directly impacted their ability to donate money to charity. Despite this, the desire to make a difference hasn’t waned; it’s simply taken a new form.
Instead of traditional cash donations, more people are turning to item donations, aligning their giving with a growing emphasis on sustainable living. Whether it’s food, clothing, or other essentials, 55% of UK consumers donate items as a first preference. This trend highlights a shift in how people contribute to causes they care about, prioritising tangible, impactful ways of giving that also reflect a commitment to sustainability.
Food Banks at the Forefront
One of the most significant areas of charitable focus is food banks. In fact, 32% of people in the UK say supporting a food bank is their preferred way of giving, with younger generations leading the charge – 45% of those under 35 would support a food bank as a first priority, compared to 33% of those aged 35-54 and 20% of those over 55. This highlights how the younger population, in particular, is driving a new narrative in charitable giving, suggesting that for this age cohort, the concept of food poverty and of providing immediate, practical support are more likely to resonate.
The Importance of Personal Connection in Charitable Giving
What motivates people to give? According to our latest Consumer Compass research, the cause of the charity (51%) and a personal connection to that cause (38%) are key factors influencing where people choose to direct their support. This personal connection is crucial in today’s charitable landscape, where donors are looking for more meaningful and impactful ways to contribute.
For many, donating items or money isn’t the only way to get involved. Volunteering time (21%) and participating in fundraising events (17%) also remain popular, demonstrating that charitable giving extends beyond financial contributions.
Gender Differences in Charitable Preferences
Gender also plays a role in how people choose to give. Women, in particular, are significantly more likely to prefer donating items, with 65% favouring this method compared to 46% of men. This difference suggests that charitable organisations might need to tailor their approaches based on demographic preferences to better engage potential donors.
Fostering a Culture of Giving
In a time of economic uncertainty, charitable organisations face the challenge of tapping into this evolving spirit of giving. To do so effectively, they need to recognise the changing preferences of donors and align their strategies with the values and priorities of today’s consumers. By focusing on sustainability, fostering personal connections, and offering diverse ways to contribute, charities can continue to inspire generosity even in tough times.
Savanta’s latest Consumer Compass report dives deeper into these trends, offering valuable insights into how the UK is reshaping its approach to charity. Discover how these shifts in charitable giving are influencing the future of philanthropy and learn how your organisation can adapt to these changes.
Explore the full report now and stay ahead of the curve in fostering a culture of giving that resonates with today’s consumers.
