Part 2 of the highly anticipated report delves deeper into what ‘doing good’ means for future generations, and unveils the changes needed to inspire their support.

Led by the expertise of GOOD Agency, Eden Stanley, and the Chartered Institute of Fundraising, “Tomorrow’s Donor, Today” is a collaborative research series providing the third sector with new, actionable insights into the national giving landscape of 2024 and beyond.

Building on the first half of the research, part 2 surveys 3,000 respondents using Eden Stanley’s bespoke ‘CharityTracker’ tool. The report is full of fresh insights to better understand tomorrow’s donor, today.

The research identifies five ‘donortypes’ based on how the UK population engage with charities. These ‘donortypes’ are categorised based on their values and motivations to donate (or not).

Meet the ‘donortypes’:

Protectors, who are motivated by causes which directly impact them or someone close to them
Believers, who are moved to donate by a compelling need they’ve been shown and the belief their donation will make a tangible difference
Pioneers, who see donating as a means of expressing their values or ethics and inspiring others
Responders, who spring into action when they see a specific need in their community or in the event of an emergency
Joiners, who donate as part of a social activity, to feel part of a group

Joe Barrell, principal and founder of Eden Stanley, said: “While market confidence is gradually returning to the charity sector, and donation levels are again on the rise, charities are relying on larger donations from fewer people, and struggling to engage younger groups – spelling danger on the horizon. That said, our data shows that since the pandemic, people have been more and more interested in collective action and playing their part in driving change. To grab hold of this opportunity and secure the future of fundraising, charities need to understand what moves specific audiences to action.

Charities who understand which donortypes they’re reaching, and who else they can inspire by tapping into a wider range of motivations, will be best placed to respond and survive in a challenging fundraising environment.

By changing the way the sector thinks about motivations, we’re giving charities the power to transform their fundraising.”

Pete Esuola-Grant, head of planning at GOOD Agency, said: “With the number of people giving to charity in decline and correlated directly with age, we all have a responsibility to redesign fundraising to work for future generations of givers. Often we are led by our own assumptions and knowledge, rather than that of our audience. This report takes a deep dive into what matters to the nation’s prospective givers.

It’s not a one sized fits all approach so neither should your fundraising communications be. Crucially, trust in charities has returned but relevance has fallen off a cliff. We must prove to the nation that charities play a meaningful and important role in people’s lives and our wider society”