Donation demographics are rapidly changing - and significantly so
Giving in the UK is being driven by young people, as new research reveals they donated significantly higher amounts to charity last year than other age groups.
Those aged from 18 to 34 gave on average £244 to charity last year - significantly higher than the average gift of those in older age groups, all of which fell under £170.
The Behaviours Tracker: 2024 Trends and Insights from consultancy Blue State looks at how, why and when people give and analysed results from more than 2,000 members of the UK.
It found that between 2022 and 2023, younger donors had increased their average donation value nearly threefold, while older donors had mostly been reducing their donations over recent years.
The research also found that younger donors were the most likely to be planning to donate next year, with 75% of those aged 18 to 24 keen to do so.
The trend of “value over volume” continues with the total number of donors in decline by 7pts (88% to 81%) yet the mean avg. annual amount donated was up by around £46 per person (£165 from £119).
There was also a threefold increase in the number of people cancelling their regular gifts to charities (12%), yet only a 2% decline in one off donations.
“We’re seeing generosity come from a more diverse donor pool - younger audiences (18-34 yr olds) and donors of faith,” the report stated.
Increases in donations among younger donors might have been a result of high-profile international crises and their prominence on social media, the authors suggest.
It found that there was a direct increase in young donors aged 18 to 34 giving to international organisations, while among donors over the age of 45 this figure declined.
The report says: “Based on our work, we assume the increase in giving to international orgs among younger age groups may reflect their increased awareness of the need in Gaza.”
Lizi Zipser, executive director of Blue State, said: “We know that younger age groups are set to be the recipients of one of the largest wealth transfers in history in the coming years, and this is perhaps evidence of the start of this demographic shift.
“It is also perhaps caused by both the increased number of humanitarian crises and how aid organisations communicate this need.
“The next question is whether UK local and national charities can replicate the awareness of and engagement with international conflicts, largely on social media, that has driven this huge shift in engaged younger donors.”
The report found that people from ethnic minority backgrounds were 12% more likely to donate, compared with respondents who were white.
Across nearly all religions, donors of faith continue to have a higher likelihood of continued donations in the coming year as well as a higher average gift value.
UK Muslims show the strongest generosity with 85% planning on donating in the next year with an average gift of £708, Muslim donors are giving over six times more than the average of those donors who describe themselves as having no religion.
