The Geography of Generosity

Understanding regional and demographic variations in charitable donations

Charitable giving forms a crucial part of the UK's social fabric, with donations reaching billions of pounds annually. However, donation patterns vary significantly across different regions and demographics. This blog explores these variations and considers the factors that might influence giving behavior across the UK.

Current State of Charitable Giving

According to the UK Giving 2025 Report by the Charities Aid Foundation (CAF), the UK public donated an estimated £15.4 billion to charity in 2024. However, the proportion of people donating to charity has fallen to 50%, down from 58% in 2019 – representing approximately four million fewer donors. This decline suggests a shifting landscape in charitable giving that warrants closer examination.

Health causes received the largest share of donations, with an estimated £2.2 billion going to organizations such as hospices and medical research charities, making health the most funded cause area. Volunteering has also seen a decline, with only one in 10 people volunteering in 2024 – equivalent to around 5.6 million adults, which represents a decline of about 1.5 million since 2023.

Regional Variations in Giving

The Centre for Cities' "Donation Nation" report reveals a clear geography to charitable giving in the UK. The propensity to give is highest in the Greater South East (excluding many parts of London), while it is lowest in urban areas of Yorkshire and the North West. This regional variation persists even when controlling for income levels.

Interestingly, for places with typical incomes, those in the Greater South East are up to 15% less likely to donate to charity compared to those in the rest of the UK with the same income – creating what researchers call a "giving gap". Additionally, among donors in the Greater South East, many people donate a smaller share of their income than in the rest of the UK, indicating what the report terms "missing generosity".

The geography of charitable organizations themselves also shows disparity. There are more charities per capita in the Greater South East, with fewer charities specifically focused on local economic needs in more income-deprived areas. This suggests that the charitable sector's distribution reflects an area's ability to give rather than its need for charitable support.

Demographic Factors Influencing Giving

The Community Life Survey from 2018-19 provides valuable insights into demographic patterns in charitable giving. According to this data, 75% of respondents gave money to charitable causes in the four weeks prior to the survey, with an average donation of £24.

Age plays a significant role in giving patterns. Younger age groups were less likely to donate to charitable causes, with only 59% of 16-24 year-olds giving to charity compared to 83% of those aged 75 and over. The CAF report confirms this trend continues, noting that only 36% of 16-to-24-year-olds donated or sponsored in the past 12 months, representing a decline of around a third since 2017.

Gender also influences giving behavior, with women more likely to have donated to charitable causes than men. However, donation rates were similar across ethnic groups and between those with or without limiting long-term illnesses or disabilities.

Socioeconomic factors significantly impact giving patterns. People living in the least deprived areas were more likely to have donated to charitable causes (77%) than those living in the most deprived areas (69%). Similarly, those in rural areas (79%) were more generous than their urban counterparts (74%).

Reasons Behind Giving Patterns

The main reason provided for not donating across all age groups is affordability. This was particularly pronounced among 35-to-54-year-olds. The Centre for Cities survey confirmed this finding, with 59% of non-donors citing financial constraints as the primary reason for not giving.

Economic factors clearly play a crucial role in determining giving patterns. Areas with higher average incomes generally show higher donation rates, though as noted earlier, this relationship is not consistent across all regions. The sluggish UK economy impacts household incomes and, consequently, the ability to donate to charitable causes.

Beyond financial considerations, trust in charitable organizations and confidence in how donations are used also influence giving behavior. The Community Life Survey found that 28% of respondents said they would donate more if they had confidence that charities use the money efficiently.

Conclusion

The geography of charitable giving in the UK reveals complex patterns influenced by regional, demographic, and economic factors. While more affluent areas generally exhibit higher donation rates, there are notable exceptions that suggest cultural, social, and institutional factors also play important roles.

Understanding these patterns can help charitable organizations develop more targeted fundraising strategies and identify areas where potential donors might be underrepresented. It also highlights the need for efforts to rebuild trust in charities and demonstrate impact to encourage greater participation across all segments of society.

As economic challenges continue to impact household finances, charities face the dual challenge of addressing increased need while potentially working with a smaller donor base. Finding ways to engage younger donors and tap into the "missing generosity" in certain regions could be key strategies for the sector moving forward.