Trust in charities in the UK is high, but this has not led to more people donating. Instead, a smaller and often older group of donors are carrying a large share of the burden.

Recent study by the Charity Commission shows that nearly 6 in 10 people in England and Wales have high trust in charities, with 58% in 2024 and 57% in 2025. This makes charities one of the most trusted institutions in society, second only to doctors.

At the same time, the number of people donating has fallen. Data suggests that the share of UK adults who say they donated money to charity in the past year fell from around 62% in 2020 to about 50% in 2024–25. This is the lowest level on record.

However, the total amount donated has increased, from around £10.7 billion in 2021 to £15.4 billion in 2024. This is due to a small number of people donating more than others.

High trust, low donations

There is no single explanation for the decline in donations. Some people choose not to donate because they are not confident that their donation will make an impact. Others worry that donations might not benefit the cause and rather be used for overhead or administrative expenses. A 2025 survey on public trust in charities, found that more than half of respondents see ensuring funds reach the intended cause as the key test of trust. However, some people support charities in non-financial ways. A YouGov survey found that around 28% of people who do not donate money prefer to support charities by volunteering their time or donating goods. It is thus necessary for charities to translate how they spend resources to help donors understand the impact their contributions have.

The economics of donating

That said, it is important to acknowledge that trust alone does not fully explain donation behaviour across all donor groups. Many people remain positive about charities, but lack of financial resources and the cost‑of‑living crisis have limited their ability to give generously. DJS Research’s analysis of CAF’s UK Giving data highlights that 44% of non‑donors in 2024 say “I can’t afford it” as their main reason for not giving. Rising energy prices, housing costs, and wider geopolitical tensions and economic uncertainty have further reduced disposable income available for charity donations. When household budgets tighten, charitable giving often becomes one of the first expenses people cut, even when they remain sympathetic to charitable causes.

The generational gap in giving.

Another important trend influencing the future of charity donations is the decline in younger donors. Recent surveys by DJS Research and BBC reporting on CAF data show that while around two‑thirds (66%) of people aged 65+ reported making a charitable donation or sponsorship in 2024, only about 36% of 16–24‑year‑olds did so, down from 52% in 2019. BBC reporting suggests that charities are growing dependent on a smaller group of elderly donors despite increase in their own operating expenses. Thus, the long-term sustainability of fundraising depends on attracting new and younger donors.

Yet several factors may explain the generational gap. Younger people face greater financial insecurity, including student debt, high housing costs and lower early-career wages. Additionally, they may prefer alternative forms of engagement, such as activism, volunteering or supporting causes through social media rather than traditional forms of donations. Charities may need to rethink how they adapt their fundraising strategies to address this growing trend.

The public is asking more of charities.

Transparency, communication and accountability are not add‑ons for charities, they are part of how the public decides whether to trust them and, eventually, whether to give.

In recent years, charities have faced increased scrutiny. Charities are expected to operate with a high level of transparency on how decisions are made and how funds are used as they benefit from public donations, government funding and tax breaks. Charities that openly communicate their impact, financial decisions and governance structures are therefore better positioned to reassure donors and demonstrate the value of their work.

Conclusion

Despite the challenges facing the sector, the UK has a strong culture of generosity. Charities Aid Foundation ranks the UK as the third most giving country in the world. In 2022, Britons donated over £12.7 billion to charities, making it the most generous year on record.

Even as we recognise that high trust alone will not sustain this, we can and should be proud of that record. Economic pressures, generational differences and growing expectations around transparency and accountability all have an impact on charitable donations. Turning statistics into meaningful stories about impact may therefore be key to strengthening public trust and sustaining the UK’s culture of giving.

By: Favour Nunoo, SRB Intern