The UK charitable giving landscape is changing, and the number of donors is shrinking. Beneath the headlines lies a deeper structural change that every senior fundraiser needs to understand, Despite fewer donors there are signs that some are giving more. Who are the highest value donors and how are they changing over time? Is the rise in donations a true rise when adjusted for inflation? 

 In this webinar, research analysts from CharityTracker will take a longitudinal view to unpack these trends and explore what is happening across the donor base. Over the last decade donor numbers have fallen, while average real-term annual donations have reached a record high of around £250. This apparent paradox reflects a market that is simultaneously contracting in reach but intensifying in value. 

 Growth is not evenly distributed. Giving is becoming increasingly concentrated among a smaller group of high-value donors, whose profile is also shifting in important ways. Understanding who they are, and how they differ in their behaviours and expectations from other donor groups, reveals critical implications for fundraising strategy. 

 Join us to explore what this means for fundraising in practice. For fundraisers focused on resilience and growth, this session will provide critical insight into where future value lies—and how to reach it. 

Who is this webinar for?

All fundraisers, but particularly those within Individual Giving.