Donor Pulse 2026 Opinion

Every year there seems to be another reason why charitable giving should be falling.

The cost of living. Political uncertainty. Global conflict. Rising household bills.

And yet the latest Donor Pulse 2026 report from Enthuse paints a surprisingly resilient picture of giving in the UK.

You can read the full report here:https://enthuse.com/resources/donor-pulse

Having spent over a decade working in the charity sector and in market research, a few findings really stood out to me.

1. Giving has become remarkably consistent

Perhaps the biggest headline isn't that 73% of people donated in the last three months.

It's that this figure has barely moved over the last five years despite everything that has happened during that time. That tells us something important. People don't simply stop caring because times become difficult. Instead, they adjust. They may give less, donate differently or become more selective, but charitable giving appears to have become embedded behaviour for much of the UK population. For fundraisers, that's encouraging. The challenge is less about convincing people that giving matters and more about ensuring your charity is the one they choose.

2. Trust is one of the charity sector's greatest assets

Three quarters of the public say they have moderate or high trust in charities, making them the most trusted British institution measured in the study.

In an age where trust feels increasingly fragile, this is a remarkable finding.

It also creates a responsibility. Trust can take years to build but moments to lose.

Good governance, transparency and clear communication aren't just compliance exercises. They're fundraising assets.

3. Younger donors deserve more attention than they often receive

One finding surprised me. People aged 25 to 34 were the most active donors, with 82% having donated in the previous three months. Younger adults were also more likely to support multiple charities than older generations. The stereotype is often that younger people are less charitable. This research suggests something different.

They're highly engaged but perhaps less loyal. That creates an opportunity.

If charities can create positive first experiences and continue nurturing those relationships, today's occasional donor could become tomorrow's regular giver.

4. Stories still matter

One of my favourite findings concerns motivation. Nearly two thirds of people say they are motivated by a specific story, campaign or appeal, with younger audiences responding particularly strongly. Data tells us what is happening. Stories explain why people should care. The best fundraising combines both.

5. Digital has won... but branding still matters

Online giving is now comfortably the preferred donation method. Even more interesting is where people want to donate. Over half prefer donating directly through a charity's own website rather than through third-party fundraising platforms. Direct donations also generate stronger charity recall and higher average donation values. That's an important reminder that convenience isn't everything. Building your own supporter relationship still has real value.

6. One-off donors aren't the finish line

Nearly a third of regular givers had previously supported that charity before setting up a recurring donation. That reinforces something many charities already suspect.

The donation isn't the end of the journey. It's often the beginning.

Stewardship, communication and showing impact all influence whether someone returns.

Where I'd challenge the findings

No piece of research is perfect, and this report shouldn't be read as the complete picture. Firstly, it's based on a nationally representative survey of 2,000 UK adults. That's a robust sample for understanding broad public attitudes, but individual charity audiences may look very different depending on their cause, supporter base and fundraising model.

Secondly, as with all survey research, we're measuring what people tell us.

That matters because intentions don't always become behaviour. For example, 74% say they intend to donate in the next three months. Whether they actually do is another question.

This isn't a criticism of the report. It's simply a reminder that surveys work best when they're combined with behavioural data, donation records and campaign performance.

Finally, I'd have liked to see a little more segmentation. Income, household composition, previous giving behaviour and supporter tenure could reveal some fascinating differences beneath the national averages.

Whether you agree with every conclusion or not, it's full of useful data that should help shape conversations about where fundraising goes next.