Members’ one-stop-shop for the latest data and developments in fundraising and giving.  

Amid a challenging and rapidly evolving giving and socio-economic landscape, it is essential for fundraisers and charity leaders to have timely information and actionable insights to adapt their strategies effectively. With so many reports released each month, it can be difficult to keep track of them all and translate their findings into practical action. 

Whether you are planning campaigns, refining approaches, or benchmarking performance, this hub is designed to support evidence-based decision-making by bringing together the most recent reports and research in one place, alongside our own analysis, advice, and resources. 

 

How to use the hub: 

For each report we have included our top takeaways and advice to help you get an idea of what insight they provide. We do, however, always recommend that you read the original report in full ahead of using it to inform your work.  

Reports featured on the hub start from January 2026, we plan to continue to add to it throughout the year to make sure members have timely insights into the sector. 

 

Topics

Big Picture trends 

High value fundraising  

Mass market fundraising  

Legacies

 

Big Picture trends 

This section draws together the latest reports relating to national and regional giving trends, alongside key themes that impact all forms of fundraising, such as digital technologies or AI readiness.  

The UK Giving Report 2026, Charities Aid Foundation, March 2026

The UK Giving Report 2026, Charities Aid Foundation, March 2026 

 

About the research 

Since 2016, the Charities Aid Foundation has been studying the giving habits people across England, Scotland, Wales and Northern Ireland.  

This year’s report looks at how people supported charities in 2025, as well as key trends CAF has uncovered over the past decade.  

 

Top three takeaways:  

  1. The total amount donated in 2025 has dropped 

CAF estimates that people across the UK gave £14bn to charities in 2025, down from £15.4bn in 2024. Much of this was due to the average donation amount dropping from £72 to £65.  

This is indicative of a longer-term decline in giving. The report estimates six million fewer people are giving compared to 10 years ago, costing the sector an estimated £12.4bn. 

 

  1. Affordability is the most common barrier to giving 

When asked about why people didn’t give charities, nearly half of respondents (49%) said they could not afford to. This response was prevalent across all key demographics.  

Higher rate and additional rate taxpayers, however, were more likely to also give reasons that indicated charities were not relevant to them. These reasons include that it did not occur to them to donate, they do not particularly care about charity, they forgot, or they just did not want to. They were also twice as likely to say a charity has not interested them enough to make them donate. 

 

  1. People who give are guided by strong personal motivations 

The majority of those who donated to charity over the preceding 12 months often gave reasons linked to strong emotional reasons (78%), such as caring about the cause, wanting to help others, or trusting the organisation they were supporting. This was followed by people who wanted to feel a part of something bigger (53%), such as feeling their donation would make a difference, a desire to support their local community, or for religious reasons.  

Interestingly, significantly lower proportion of people (35%) gave because of a personal experience, or an experience of a loved one.  

 

How members can use these findings 

The long-term decline in giving needs to be addressed so all charities have the opportunity to building lasting relationships with donors. But this is only possible if charities, policy makers and sector bodies make a collaborative effort to nurture the UK’s giving culture and strengthen the infrastructure that supports it.  

Such change cannot happen overnight, therefore in the meantime charities can take some of the learnings from this report about donors’ motivations to ensure their fundraising stands out. There is certainly evidence to suggest that incorporating messaging that resonates with donors’ personal values and desire to be part of something bigger could both retain supporters and even lead to an uplift in donations from those with more capacity to give. 

 

With this in mind, we recommend that members:  

  1. Review their current fundraising communications and consider how they communicate the charity’s impact and if this resonates with people’s personal giving motivations; 

  1. Identify which givers in their database may have the capacity to give more, such as those within higher tax brackets; 

  1. Explore alternative giving models that provide additional value for donors, such as exclusive insight and updates into the cause or the charity’s work. 

 

To help you get started, we have a selection of resources aimed at helping charities strengthening their fundraising:  

  • The growing giving hub – a collection of case studies and thought leadership pieces about how to grow giving and engage supporters.  

Financial Pressures and the Funding Landscape, Evidence from Wave 12 of the VCSE Barometer, VCSE Observatory, March 2026

Financial Pressures and the Funding Landscape, Evidence from Wave 12 of the VCSE Barometer, VCSE Observatory, March 2026 

 

About the research 

The VSCE carried out a survey every quarter to understand the challenges voluntary sector organisations are facing. This edition focuses on financial and funding sustainability, exploring where and how organisations get their income. 

The survey took place between 15 October - 12 November 2025, 377 VCSE organisations took part.  

 

Top three takeaways 

  1. Income from fundraising streams reveal a mixed picture 

Changes in voluntary income and grants from trusts and foundations vary considerably. Overall, the findings highlight that these fundraising streams are performing unevenly, with public donations remaining relatively stable, whilst legacy and grant income fluctuating more.  

Legacy income shows a fairly even split, with 29% of respondents reporting that it increased, 36% saying it stayed the same, and 35% experiencing a decrease.  

Public donations appear to be seeing the least variation. Just over half of respondents (51%) reported no change, whilst 22% saw an increase and 27% experienced a decrease.  

Grants from trusts and foundations shows the greatest variation. Only 19% of respondents reported an increase, 45% indicated no change, and 36% reported a decrease.  

 

  1. Trends in public funding point to challenges ahead 

There is a noticeable downward trend in public funding sources. Only 19% of respondents reported an increase in funding from local authorities, while 43% indicated no change, and 38% reported a decrease. UK government grants mirror this trend. Just 16% of respondents reported an increase, 49% reported no change, and 35% reported a decrease. 

On top of this, a small minority (16%) said public grants or contracts always or often provide multi-year funding, while 46% said this rarely or never happens. 

 

  1. Reserves are being used to cover funding shortfalls 

Around half of organisations surveyed (51%) reported that they have used reserves to meet operating costs in the past 12 months. Within this group, reserves were most commonly used for general operating costs (76%) and to plug gaps in funding (35%). Over a quarter used reserves to subsidise non-contracted services (27%), while others drew on them to accommodate increased demand (24%), manage unplanned or emergency costs (19%), or subsidise government contracts that did not cover delivery costs (17%). 

 

How members can use these findings 

These findings point to wider strategic challenges across the funding landscape. The decline in public funding sources, coupled with a shift towards using reserves, risk putting further pressure on fundraisers and donors to fill the funding gap.  

Whilst these challenges cannot be resolved by individual charities, there are steps organisations can take now to make sure they have the income they need to sustain services.

 

With this in mind, we recommend that members:  

  • Benchmark their current fundraising and income sources against this report’s findings and share this with their trustee board; 

  • Have honest and open conversations with trustees about how to improve fundraising resources and capacity;  

 

To help you get started, we have a selection of resources to help trustees strengthen their fundraising knowledge and make informed investment decisions:  

 

Expectations and Values at Work: A Generational View 2026, Charity Job, March 2026

Expectations and Values at Work: A Generational View 2026, Charity Job, March 2026 

 

About the research  

Based on insights from more than 2,800 charity professionals and jobseekers, the report explores what the sector’s workforce values most, how these priorities differ by generation, and what this means for recruitment and retention. 

Below is a demographic breakdown of respondents: 

  • Gender 

  1. Male – 24%  

  1. Female – 73% 

  1. Non-binary – 2% 

  1. Prefer not to say – 1% 

 

  • Age 

  1. Gen Z- 17% 

  1. Millenial – 39%  

  1. Gen X – 36%  

  1. Baby Boomer – 6% 

  1. Prefer not to say – 2% 

 

  • Ethnicity  

  1. White British – 55%  

  1. White not British – 9%  

  1. Black/African/Carribean/Black British – 16% 

  1. Asian/Asian British – 9% 

  1. Mixed/Multiple Ethnic Groups – 5% 

  1. Other – 3% 

  1. Prefer not to say – 3%  

 

Three top takeaways 

  1. Career motivations have shifted since the pandemic 

The majority of respondents (69%) reported that their career motivations have changed since the COVID-19 pandemic. This was representative across all generations.  

When digger deeper into what those prioritise now are, the most common themes were flexible working conditions, purpose driven work and wanting to make a positive difference; underlining the extent to which values and quality of life influence people’s decision making. That said, many also mentioned looking for better pay, reflecting the ongoing pressures of the rising cost-of-living.  

 

  1. Jobseekers value inclusive cultures, autonomy and job security  

When asked about what matters most when applying for a job, the top three most common responses were a respectful and inclusive workplace (72%), positive management style and autonomy (63%), and job security (52%).  

These factors, however, ranked differently amongst generations. Notably, Gen Z were more likely to value job security whilst Baby Boomers preferred autonomy in the workplace, signalling that different groups have slightly different priorities.   

 

  1. Salary, flexibility and recognition drive employee retention 

Overall, most respondents thought it was reasonable to stay in a job for two to three years (24%) and more than five years (25%). Gen Z, however, were more likely to favour shorter periods (2 years or less), whilst Baby Boomers lent towards longer periods of time.  

When asked what would encourage them to stay in a role, the responses largely reflect the broader shift towards a strong quality of life, with many citing a pay rise, flexible working and recognition for their work.  

 

How members can use these findings 

With many charities looking at how to attract and retain fundraisers, this report underlines the importance of providing them with a good quality of life, whether that be through positive working conditions, values alignment or appropriate remuneration.  

 

With this in mind we recommend members:  

  1. Consider how their workplace conditions align with the factors cited in the report (flexible working, hybrid working, management style etc.); 

  1. Review the generational makeup of their workforce and see if the benefits they offer align with their preferences; 

  1. Adopt inclusive hiring processes that attract employees who share your organisation’s values and mission.  

 

To help you get started, we have a selection of resources designed to improve recruitment processes and support fundraisers’ wellbeing: 

The Power of Place, Charity Tracker, March 2026

The Power of Place, Charity Tracker, March 2026 

 

About the research 

Drawing on Charity Tracker data from over 4,000 adults across the UK, the report takes an in-depth look into people’s attitudes and giving priorities differ between UK Nations and regions.  

To build a picture of national and regional giving profiles that accommodate a wide variety of donors’ motivations and behaviors, the report creates a series of ‘archetypes’ (profiles) that are based on:  

  1. Their attitude towards place; 

  1. How they support charities; 

  1. Which causes resonate with them.  

 

These were then combined to create three over-arching archetypes of behaviors and attitudes: 

  1. Charity heartlands – behaviors and attitudes that tend to support social care causes through 'passive giving', such as donating money or goods.  

  1. Justice and participation - behaviors and attitudes that tend to support causes based on fairness (both at international, national and local level) through ‘active engagement’, such as volunteering or advocacy.  

  1. Environmental Awareness - behaviours and attitudes that tend to support environmental causes through ‘public advocacy’, such as sharing online content or signing petitions.  

 

On top of this, each region is assigned a ‘donation value band’ - an average based on respondents’ reported level of giving over the last 12 months. In practice, this means if a large number of people gave a lot over the past year, the score would be higher, if only a few people gave a small amount over the last year, the score would be lower.  

Lastly, it is worth noting that the comparisons look at how each area relates to the national UK average. For example, if an area shows a strong preference to supporting social justice causes, this doesn't necessarily mean social justice causes are the most popular cause, rather, that particular area is more likely to support social justice causes compared to other areas in the UK.  

 

Top three takeaways 

  1. National pride is felt in Wales, Scotland, and Northern Ireland, but how this translated into giving varies 

Across all three countries, there was a strong sense that their national needs were pressing, with all of them ranking above the national average in this area. But as each country’s socioeconomic contexts differ, there are differences in what and how they give. For example: 

  • Donation levels in Scotland were at the higher end (4.1), compared to the national average. On top of this, donors were more likely to give to Scottish charities and show support for them through public expression. However, they ranked lower than the national average in charity salience (how visible charities are).  

  • Donation levels in Northern Ireland sit at 3.9. Donors showed a preference for supporting social care, social justice, and environmental causes through both giving their voice and money. There are also higher levels of charity salience.  

  • Donation levels in Wales are 3.7, which is at the lower end of national rankings. Environmental causes resonated highly with donors. Charity salience was noticeably lower than the UK average.  

 

  1. Preferences for regional giving is strong in many areas of England 

In terms of which geographical areas donors preferred to support, the North-East, Yorkshire and the Humber, West Midlands, East Midlands, East of England, and South-West all ranked higher in regional giving. In fact, the only English exceptions to this were London, were donors ranked higher in international giving, and the South-East, where donors ranked higher in UK-wide giving.  

 

  1. Higher value giving is primarily driven by trust 

Whilst each regional profile has its variations, trust – specifically that charities will use donations wisely – remains the biggest factor for higher value donors. In fact, place-based attitudes alone account for 18% of the variation in donation value, even after allowing for age. 

 

What members can do with these findings 

The report highlights the extent to which different UK nations have their own culture of giving. This can be used to strengthen campaign messaging by making it more relevant to donors. 

Regardless of which region a charity operates in, however, trust and transparency remain essential to building lasting relationships with high value donors that could unlock transformational gifts.  

 

With this in mind, we recommend members:  

  1. Review the regional profiles relevant to their fundraising and consider whether campaign messaging can be tailored to these target demographics;  

  1. Connect with our National and Regional Special Interest Groups to learn from other charities fundraising in your area.  

  1. Adopt a relationship-based fundraising approach to building trusting relationships with high value donors. If you want to learn more about this, our recent report Philanthropy 2035 part 1: The State of UK Philanthropy shares some insight into how charities are successfully adopting this approach.  

Attitudes to AI, Charity Tracker, February 2026

Attitudes to AI, Charity Tracker, February 2026 

 

About the research  

Charity Tracker carried out a survey of 3,000 UK adults in December 2025 to understand their attitudes towards charities using AI.  

 

Top three takeaways 

  1. Perceptions of AI vary depending on context 

Overall people’s attitudes towards charities using AI were fairly evenly split, with 36% of people in favour, 25% against and 37% unsure.  

But much of this is dependent on its intended function. For example, the majority of respondents – regardless of age group or donor status- thought it was acceptable for charities to use AI to improve general productivity (54%) or detect scams and fraudulent activity (64%). Conversely, opinions were divided about whether AI should be used to decide which beneficiaries should receive support (38% unacceptable vs 33% acceptable). 

The contrast is particularly striking when it comes to using AI for data management and processing. While 37% of people considered it acceptable for handling basic contact and donation data, this figure dropped to 13% for sensitive personal information. Moreover, 31% of respondents opposed using AI for data altogether, with resistance especially pronounced among older donors. 

There are also noticeable differences in attitudes towards using AI for image and content creation, with 40% of people feeling it was acceptable and 31% feeling it was unacceptable. Those who were against cited concerns in confidence and trust. 

 

  1. Age and familiarity AI were the biggest predictors of people’s comfort levels  

Age is the most significant factor shaping people’s attitudes toward AI and their comfort with charities using it. But personal use of AI also plays a role. Older adults are far less likely to engage with AI than younger groups: 32% of the general population report no use at all, rising to 55% among those aged 65 and over. 

 

  1. Transparency and accountability are essential to maintaining supporters’ trust  

With 50% of respondents saying that being clearly informed when AI is used is their top priority, charities need to be open with supporters about how they use AI, even in cases where it would be considered low risk. 

Similarly, respondents’ confidence towards AI increased when there is more human oversight involved, such as reviews and checks.  

 

How members can use these findings 

Every charity will need to decide which AI applications are appropriate for their organisation. This will involve balancing the opportunities it presents for achieving fundraising and organisational goals against potential risks, including alienating supporters, environmental considerations, impacts on people, and regulatory or compliance requirements. 

 
With this in mind we recommend members:   

  • Conduct a full review into which AI applications their staff are using right now; 

  • Consider how AI can help to enhance fundraising, and the risks associated with this;  

  • Carry out supporter insight into their attitudes towards AI.  

 

To help you get started, we have created an AI and Fundraising Collection which covers ethical, legal and moral considerations, alongside insight into how other charities are using AI. 

European Nonprofit Pulse 2025, European Fundraising Association, February 2026

European Nonprofit Pulse 2025: Tracking change, challenges & digital transformation, European Fundraising Association, February 2026 

 

About the research 

The European Fundraising Association and the Chartered Institute of Fundraising, in partnership with Salesforce, conducted a pan-European survey to track sector-wide trends, benchmark progress, and compare different country’s approaches to fundraising. 

The survey was carried out in April 2025 with responses from 751 nonprofits across the UK, France, Germany, and the Netherlands. The findings provide a benchmark for understanding sector-wide challenges and opportunities and help inform the support provided by national associations and networks across Europe. 

 

Three top Takeaways: 

  1. Fundraising, workload and staff recruitment remain top three challenges for charities across Europe 

In previous versions of this survey raising sufficient funds, managing workload, and recruiting staff have been amongst non-profits top challenges. This year is no different, although the ranking of challenges has shifted slightly. Raising sufficient funds has overtaken managing workload as the top challenge, with 36% of respondents identifying it as their biggest issue – up from 28% the previous year. Meanwhile, recruiting staff has moved into the top three challenges, having ranked fourth the year before. 

UK-based charities appear to be particularly affected by these challenges. Over 40% report that raising sufficient funds is a challenge, around 38% cite managing workload, and roughly 30% say they are struggling to recruit staff. 

 

  1. Investment in fundraising has risen up the priority list 

The proportion of charities investing in fundraising, marketing, and communications has increased from 18% to 28%, making it the second most common approach to adapting fundraising strategies. This has now overtaken a focus on digital channels, which remains the third most cited step, pursued by 26% of charities. 

Meanwhile, channel diversification continues to be the most common strategy, with one-third of charities (30%) reporting they are committed to this approach. 

 

  1. AI adoption is accelerating, but strategic challenges remain front of mind  

Nearly half of respondents (48%) now report using AI, and 56% are open to adopting it. This represents a substantial increase from just 13% who reported using AI in last year’s survey, underling the extent to which AI adoption is normalising across the sector. 

That said, this shift does not come without notable operational and ethical challenges. Nearly half of respondents cited data security and data privacy (49% and 47% respectively) are their biggest concerns with using AI.  

This is closely followed by concerns about the impact on human capital – 34% of respondents were concerned about losing internal skills or expertise and 29% worried about losing human expertise of displacing jobs.  

 

How members can use these findings 

Many of the findings in this year’s edition of the report will feel familiar to fundraisers and charity senior leaders. The continued pressure on income amidst rising costs and services has been a cause for concern for some time, and it is clear there needs to be a step-change in how fundraising is seen, understood and supported both at sector-level and nationally. But what makes this year different is that we are now seeing charities take more positive steps towards resourcing fundraising, through both greater investment and AI adoption.  

 

With this in mind we recommend members:   

  • Consider how their challenges compare to the national trends;  

  • Share these findings with trustees and have an open conversation about whether current investment in fundraising will allow teams to reach their goals;  

  • Connect with other charities to learn more about how to use AI effectively and compliantly.  

 

To help you get started, we have a selection of resources that look at how to harness the benefits of AI and encourage trustees to invest in fundraising:  

 

 

High value fundraising  

This section includes latest reports published about major giving, corporates, and grants. We plan to populate this throughout the year. If you have a report or research project you would like featured, please email policy@ciof.org.uk.  

 

In the meantime, we have included links to reports and resources from previous years below:  

 

Mass market fundraising  

This section includes latest reports published about mass market fundraising products, such as society lotteries, events, and community. We plan to populate this throughout the year. If you have a report or research project you would like featured, please email policy@ciof.org.uk.

 

In the meantime, we have included links to reports and resources from previous years below:  

 

Legacies

This section includes latest reports published about legacy fundraising. We plan to populate this throughout the year. If you have a report or research project you would like featured, please email policy@ciof.org.uk. 

 

In the meantime, we have included links to reports and resources from previous years below:  

  • Stages of Change – a consumer benchmarking report produced by Remember A Charity