Donor numbers decline, average donations increase

The donor landscape continues to shift as economic pressures reshape patterns of individual giving, with affordability unsurprisingly featuring prominently as a key barrier to giving. Recent trends highlight consolidation: overall donor numbers have declined, yet those who remain engaged are giving more frequently and at higher values. This presents both an opportunity and a risk for charities. On one hand, committed supporters demonstrate deeper loyalty and increased responsiveness to appeals grounded in clear impact and transparency.

However, reliance on a smaller donor base increases vulnerability; the loss of even a handful of major supporters could materially affect income stability. Charities must therefore invest in sophisticated stewardship strategies that focus on relational, personalised engagement. Data segmentation, tailored communications, and impact‑led reporting will become central to retention.

AI adoption and embracing an overall data‑led approach continues to offer great opportunities for organisations to strategically tailor their interactions with existing and prospective donors. This trend also suggests a generational shift. Younger donors are giving less consistently but remain responsive to cause‑led, values‑driven appeals. Charities adopting flexible giving models—monthly micro‑donations, digital campaigns, and peer‑led fundraising—may be better placed to diversify their donor base. As donor consolidation continues, organisations should prioritise loyalty‑building activities, demonstrating both financial accountability and real-world difference to maintain income resilience.

Find out more about charity fundraising: a guide to trustee duties.

If you have any questions, then please feel free to get in touch with Matt Pickett on 023 8046 1203 or email Matt Pickett.