We spoke with 5,000 people across the UK to understand the factors that encourage or discourage charitable donations. This research, conducted amid a shifting landscape for charities, provides a detailed look at public motivations and barriers in 2025.

What Encourages People to Donate

Trust and Transparency: More than three-quarters of respondents said they are more likely to donate to charities they perceive as trustworthy and transparent about how funds are used. Clear communication about impact—showing tangible results and stories—was a major motivator.

Personal Connection: Many donors are driven by a personal link to the cause, such as family or friends affected by an issue, or a strong alignment with their own values and beliefs. Health charities, for example, continue to receive the most support, reflecting the prevalence of personal connections to health challenges.

Ease of Giving: Simple, accessible donation processes—such as online platforms, contactless payments, and recurring donation options—increase the likelihood of giving, especially among younger donors.

Urgency and Visibility: High-profile campaigns, media coverage, and urgent appeals (such as for disaster relief) prompt spikes in donations. Donors respond to a clear, immediate need.

Social Influence: Seeing friends, family, or public figures donate or fundraise encourages others to participate, particularly through peer-to-peer or sponsored events

Tax Incentives: Awareness of schemes like Gift Aid, which boosts the value of donations, is a secondary but growing motivator for some, especially higher-value donors

What Puts People Off Donating

Affordability: The most common barrier is financial constraint. With the cost of living rising, many people feel unable to spare money for charity, even if they want to help.

Lack of Trust: Concerns about how donations are used, fears of mismanagement, or negative media coverage about charities deter many would-be donors. Only half of people donated to charity in the past year, the lowest level ever recorded, with trust cited as a key issue.

Lack of Connection or Interest: If a cause feels irrelevant or distant, people are less likely to give. This is particularly true among younger adults, where just a third of 16–24-year-olds gave or sponsored in the past year—the lowest of any age group

Donation Fatigue: Some respondents reported feeling overwhelmed by constant requests for donations, especially via email, phone, or street fundraisers, leading to disengagement.

Complexity and Hassle: Complicated donation processes, unclear instructions, or excessive data requests at the point of giving can discourage people from completing donations.

Scepticism about Impact: If donors are unsure their contribution will make a real difference, or if results are not communicated back to them, they are less likely to give again or at all.

Trends and Context:

While the total amount donated to charity reached a record £15.4 billion in 2024, the proportion of people giving fell to 50%, continuing a steady decline from 61% in 2016. The trend is now “fewer people giving more,” as committed donors increase their contributions while casual giving declines.

Younger donors (16–24) are more likely to support causes like homelessness and human rights, but overall participation in giving and volunteering is lower in this group

Most people are open to funding core costs of charities, not just specific projects, if they trust the organisation and understand the need.

Implications for Charities

To grow and sustain giving, charities must focus on building trust, demonstrating impact, making giving easy, and connecting emotionally with potential donors. Addressing affordability and donation fatigue, while being transparent and responsive, will be crucial for reversing the decline in donor numbers and engaging a new generation of supporters

We engaged with 1,800 people aged 16 to 24 to explore their attitudes, motivations, and barriers around volunteering, as well as the types of causes and activities that resonate most with this age group.

What Motivates Young People to Volunteer

Direct Impact: The majority of respondents said they are most motivated to volunteer when they can see the tangible results of their efforts. Activities where they can directly support an individual or a specific project—such as mentoring, tutoring, environmental clean-ups, or helping at local shelters—are far more appealing than more abstract or indirect forms of volunteering, like collecting donations or “rattling a tin in a supermarket doorway.”

Personal Growth: Many young people view volunteering as a way to gain new skills, boost their CVs, and build confidence—especially when the experience is hands-on and relevant to their interests or career aspirations.

Social Connection: Volunteering is also seen as a way to meet new people, make friends, and feel part of a community, which is particularly important for those transitioning from school to work or higher education.

Barriers to Volunteering

Lack of Time: Academic pressures, part-time jobs, and other commitments are the most commonly cited reasons for not volunteering.

Unclear Impact: If the purpose or outcome of the volunteering isn’t clear, young people are less likely to get involved. They want to know their contribution matters.

Limited Opportunities: Some respondents felt there weren’t enough accessible or appealing volunteering options locally, or that opportunities were poorly advertised.

Perceived Lack of Skills: A segment of young people worry they don’t have the right skills or experience to make a meaningful contribution, particularly for roles that seem specialised.

Preferred Types of Volunteering and Causes

Hands-On Projects: Environmental action (like tree planting or litter picking), supporting vulnerable people (elderly, disabled, or homeless), and community improvement projects were among the most popular.

Youth and Education: Mentoring younger students, helping with homework clubs, and supporting youth organisations resonated strongly.

Mental Health and Wellbeing: Many are drawn to causes that address mental health, reflecting both personal experience and a desire to support peers.

Animal Welfare: Volunteering with animal shelters or rescue organisations was also frequently mentioned.

Trends and Insights:

Young people want volunteering to be flexible, meaningful, and social.

They are more likely to commit to opportunities that offer visible, immediate results and personal interaction.

There is a clear preference for roles that allow them to develop skills and see the difference they are making, rather than impersonal fundraising or administrative tasks.

Implications for Charities and Volunteer Organisations

To attract and retain young volunteers, organisations should:

Emphasise the direct impact and personal growth opportunities in their roles.

Offer flexible, short-term, and project-based options.

Clearly communicate the outcomes and value of each volunteer’s contribution.

Provide training and support to help young people feel confident and prepared.

By aligning opportunities with these preferences, organisations can harness the enthusiasm of the next generation and foster a culture of lifelong volunteering.

.We interviewed 6,000 university students to understand their opinions of charities and the types of organisations they would most like to see established—either generally or in their own name.

General Attitudes Toward Charities:

Trust and Transparency: Students emphasised the importance of transparency in how charities use funds and the impact they achieve. Many expressed scepticism toward large, faceless organisations, preferring charities that clearly communicate their mission and results.

Personal Connection: The majority of students are more likely to support or get involved with charities that align with their personal experiences, values, or academic interests. Health, mental health, and education-related causes are particularly resonant, reflecting both personal relevance and the influence of university campaigns and partnerships.

Desire for Direct Impact: Students want to see tangible outcomes from their involvement, whether through volunteering, fundraising, or advocacy. They are drawn to charities where their contributions make a visible difference, rather than simply adding to a general fund.

Charities Students Would Like to See Established.

Mental Health and Wellbeing: There is strong demand for charities focused on student and young adult mental health, wellbeing, and suicide prevention. Students cited the pressures of academic life, cost of living, and social isolation as key issues they want to tackle, with many referencing the positive impact of initiatives like the BRIT Challenge.

Support for Marginalised Groups: Many students called for charities that support marginalised or underrepresented groups within higher education, including disabled students, care leavers, estranged students, and those from lower socio-economic backgrounds.

They want to see organisations that address barriers to participation and success.

Environmental and Sustainability Causes: Environmental action remains a top priority, with students expressing a desire for charities that promote sustainability on campus and in local communities.

Education Access and Equity: Students are interested in setting up or supporting charities that help disadvantaged young people access higher education, provide scholarships, or offer mentoring and tutoring programs.

Science and Research: There is a growing interest in charities that fund scientific research, particularly in areas like health, climate change, and technology. Students recognise the power of research to create meaningful change and want to see more philanthropic focus here.

Community Engagement and Social Action: Many students want to create charities that foster community engagement, volunteering, and acts of kindness—both on campus and in the wider community.

Charities in Their Own Name:

When asked about founding a charity in their own name, students most frequently mentioned causes they have a personal connection to—such as supporting mental health, advancing research in a field they are passionate about, or helping fellow students overcome hardship. They also expressed a desire for their legacy to be tied to measurable, positive change in people’s lives, rather than simply having their name attached to a building or endowment.

Trends and Context:

The decline in traditional charitable giving among young people is offset by a strong interest in direct action, volunteering, and advocacy

Students are increasingly looking for collaborative, innovative, and inclusive approaches to philanthropy, often preferring to work with or through their university’s initiatives

There is a clear appetite for charities that are adaptable, transparent, and focused on contemporary challenges facing students and young adults.

Conclusion:

University students in 2025 are passionate about causes that reflect their lived experiences and the issues they see on campus and in society. They want charities—whether existing or new—to be transparent, impactful, and closely connected to the communities they serve. Mental health, education access, sustainability, and support for marginalised groups are at the forefront of their charitable vision, with a strong preference for organisations where they can see and contribute to real change

We gathered insights from 500 businesses to understand their attitudes toward supporting good causes, including the pros and cons, motivations, barriers, and how they select which charities to support for initiatives like “dress down Friday.”

Why Businesses Support Good Causes:

Brand Reputation & Community Relations: Many businesses see charitable giving as a way to enhance their reputation, build goodwill in the community, and demonstrate corporate social responsibility. Supporting causes that resonate with employees and customers can strengthen loyalty and public image.

Employee Engagement: Charitable initiatives—such as fundraising events, volunteering, or matching gift programs—are often used to boost morale, foster teamwork, and attract or retain talent. Programs like “dress down Friday” are popular because they combine a relaxed workplace culture with a sense of purpose.

Tax Incentives: Corporate giving can provide financial benefits through tax relief and deductions, making it a practical as well as an ethical choice.

Alignment with Company Values: Many businesses select charities that align with their mission, values, or sector, ensuring the partnership feels authentic and meaningful to stakeholders.

How Businesses Choose Charities to Support:

Employee Input: Companies frequently involve staff in the selection process, either through surveys, nominations, or rotating choices. This increases participation and ensures the chosen cause resonates with the workforce.

Local Impact: There is a strong preference for supporting local charities or community projects where the impact is visible and relevant to staff and customers.

Reputation and Transparency: Businesses are more likely to support charities with a proven track record, clear financial transparency, and demonstrable impact.

Sector Relevance: Some businesses support causes related to their industry (e.g., a food company supporting hunger relief).

Pros of Supporting Charities:

Enhanced Reputation: Public support for good causes can differentiate a business and foster customer trust.

Employee Satisfaction: Charitable programs can improve workplace culture and employee satisfaction.

Networking and Partnerships: Collaborating with charities can open doors to new business relationships and community partnerships.

Positive Social Impact: Businesses can contribute to meaningful change in their communities or sectors.

Cons and Barriers:

Cost and Resource Constraints: Smaller businesses, in particular, cite limited budgets and staff time as barriers to sustained charitable involvement.

“Charity Fatigue”: Some companies worry about overwhelming employees or customers with constant fundraising requests.

Concerns Over Charity Management: Businesses are cautious about negative publicity if a supported charity is later found to misuse funds or operate unethically.

Unclear ROI: Some leaders struggle to quantify the business benefits of charitable giving, especially when resources are tight.

Trends and Context:

Corporate giving in the UK remains a significant force for good, with UK businesses contributing an estimated £4.29 billion in total to charities in the most recent year. Among the largest companies, FTSE 100 firms alone donated £1.82 billion in 2023, although this figure has slightly declined in real terms compared to previous years. If all UK companies gave at least 1% of their pre-tax profits, total business donations could rise to nearly £10 billion annually, underscoring both the current scale and future potential of corporate philanthropy in the UK

The most supported causes include human services, health, education, and local community projects

Companies are increasingly using donor-advised funds and matching gift programs to maximize their impact and involve employees more directly.

Conclusion:

Businesses are generally supportive of charitable giving, viewing it as a way to enhance reputation, engage employees, and make a positive impact. The most successful programs are those that are transparent, participatory, and aligned with company values and community needs. However, concerns about cost, charity selection, and demonstrating impact remain important considerations—especially for smaller firms.