Official statistics from the Charities Aid Foundation have revealed the first signs of a backlash against the sector following last year’s “annus horribilis”, with a £500m fall in individual donations.
Although CAF’s annual UK Giving report shows that UK adults donated just 5% less last year (£9.6bn) than in 2014, when individual giving levels reached £10.1bn, the figure is the lowest amount since 2009, in what many see as a worrying sign for the sector.
Just last month, the Public Fundraising Association revealed that street and door-to-door donations had fallen to their lowest level for five years.
CAF has tried to put a positive spin on its findings, insisting that year-on-year fall is “within the margin of error” and should not be regarded as overly significant, although it concedes that the decrease could be an early indication of a fall in charitable giving among individuals. It says that more data is required.
Even these figures are not set in stone, however, as CAF originally reported last year that giving had reached £10.6bn in 2014, but says this figure was later downgraded to £10.1bn due to a change in methodology.
One charity insider said: “This may just be a blip in donations, and given last year’s negative publicity around certain marketing practices it is hardly surprising. However, once the new legislation starts to bite, we could be facing a much more serious situation.”
When it comes to the most popular causes, the study shows that for the first time, charities supporting children and young people came out on top, with 30% of those who gave money saying they donating to this area. The second most popular cause was medical research, with 29% donating; the third was animals, on 22%.
In terms of frequency, most people said they gave to charity from time to time (41%) or monthly (31%). The median monthly amount given by a donor in 2015 was £14, the same as in 2014, while the mean donation was £37.
The methods by which people donated to charity were almost unchanged compared with 2014, with cash being by far the most common way of giving, used by 55% of respondents.
The research also shows that men continued to be behind women when it comes to volunteering, donating and sponsoring, with 52% getting involved in some form of charitable behaviour in a typical month in 2015, compared with 60% of women.
John Low, chief executive of CAF, said in a statement: “Charities need to work harder to motivate men to back good causes and, importantly in the long term, find new and better ways to get people involved in charitable giving at every age.
“Sporting fundraisers and appeals such as Movember have gone some way towards getting more men and young people giving, but it is clear that more still needs to be done.”
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