Understanding the Shifts in Regular Giving Behaviour

In recent years, UK charities have experienced fluctuations in donor behaviour, particularly among regular givers who provide steady financial support. Understanding the underlying causes of these shifts is crucial for charities to adapt their strategies, sustain donor engagement, and ensure long-term viability. Below, explore some key factors driving these behavioural changes and what charities can do to respond effectively.

Economic Pressures

The UK has faced ongoing economic challenges, including inflation, rising living costs, and uncertainty surrounding political and financial stability. These pressures directly affect household disposable income, often forcing regular donors to reassess their charitable commitments. While some may reduce their donation amounts, others might stop giving altogether to prioritise essential expenditures.

What charities can do:

Charities should focus on flexible giving options, such as allowing donors to temporarily pause contributions without cancelling them outright. Clear communication about the impact of donations, even small ones, can also encourage retention during tough times. Providing transparency on how funds are used can reassure donors of the value of their contribution.

Shifts in Donor Priorities

The issues that matter to donors can evolve, and regular givers may switch their support to causes they feel align more closely with current societal needs or personal values. For instance, environmental concerns, mental health, and social justice have gained prominence, leading some donors to shift their giving focus.

What charities can do:

Charities should stay attuned to changes in the public conscience. By adjusting their messaging and demonstrating the relevance of their cause to modern issues, they can remain appealing to current and potential donors. Regularly surveying donors to understand their evolving priorities can help charities adapt their outreach accordingly.

Digital Transformation and Expectations

With the rapid adoption of digital tools, donors increasingly expect seamless, transparent, and personalised online experiences. Regular givers, particularly younger generations, may lose interest if they find a charity's digital engagement outdated or cumbersome. From donating to receiving updates, the donor journey is scrutinised more closely.

What charities can do:

Invest in user-friendly digital platforms that make giving and engagement straightforward. Automated and personalised stewardship is key to fostering a sense of connection, especially with regular givers. Donors want to see the impact of their recurring donations through personalised updates, and modern tools can help charities deliver on these expectations.

Emerging Social Norms

As the landscape of charitable giving evolves, so do the social norms around it. The rise of peer-to-peer fundraising, social media-driven campaigns, and micro-giving has shifted the perception of what it means to be a donor. Regular givers may feel motivated to explore new ways of giving, including one-off, event-driven donations rather than long-term commitments.

What charities can do:

Charities should embrace the flexibility that modern donors seek. By integrating one-off donation opportunities alongside regular giving options, charities can offer diverse ways to contribute without alienating regular givers. Peer-to-peer fundraising, where supporters engage their networks, is also valuable for maintaining donor interest.

Generational Differences

Younger generations, particularly Millennials and Gen Z, have different expectations from the charities they support than older generations. They tend to focus more on transparency, innovation, and social impact. While many of these younger donors are enthusiastic about supporting causes, their loyalty can be more fluid than older donors.

What charities can do:

Charities need to foster a sense of community and impact to engage and retain younger donors. Highlighting the difference their regular giving makes, using storytelling, and offering opportunities for direct involvement (such as volunteering or attending events) can help maintain engagement. Tailored digital experiences, including apps and social media updates, can also enhance their connection to the cause.

A complex mix of economic, social, and technological factors shapes the behaviour of regular givers to UK charities. By staying attuned to these shifts and responding with flexibility, transparency, and innovation, charities can continue to build lasting relationships with their supporters. Understanding and adapting these changes will be key for charities looking to secure long-term sustainability in an evolving donor landscape.

Now is the time for charities to listen, engage, and evolve.