Mapping Britain's digital giving habits
Digital donations are transforming the way Britons support charities. But still, digital fundraising has stalled. How can charities harness the potential of digital giving and thrive in an increasingly digital-first world?
Charities work tirelessly to make a difference. But when it comes to digital fundraising, the sector is still playing catch-up.
We know that people are spending more time online than ever before, and they expect charities to meet them there. But currently, many organisations lack the strategy and skills to make digital a major revenue driver.
We asked a live audience of charity professionals how confident they felt about their digital strategy. Only 5% of charity professionals feel “very confident” in their digital approach. Most remain uncertain or unprepared.
We know that donors expect better experiences—three in five believe charities should be digital pioneers. Incoming regulations will reshape how organisations reach supporters. And yet, whilst in 2020, online donations soared by 86%, growth has since flatlined, with year-on-year growth at 0% in 2024.
The window to take action is narrowing. This report isn’t just about insights—it’s about giving charities the tools to succeed in a digital-first world. The sector can’t afford to wait.
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*Please note that the report is accessible to charities only.
