The document summarizes UK giving trends according to a 2014 CAF report. It found that 79% of people participated in charitable activities in the previous year, with those aged 45-64 most likely to donate. The average monthly donation amount was £14. Medical research, children/young people, and hospitals/hospices received the most donations. While cash remains the most common donation method, online giving is increasing, especially among young donors who give cash more than average. The document recommends nonprofits build multi-channel fundraising campaigns that engage and encourage supporters through direct mail, email, websites, and social media to increase donations.

2. Growing Funding
Redina Kolaneci
Christian Fundraising Consultant, Trainer & Coach

3. A snapshot of UK giving trends (CAF 2014)
• 79% of people participated in at least one charitable giving or social action activity in the
12 months prior to interview, (57%) did done so in the last month.
• Those aged 16-24 are the least likely to be involved in charitable giving or social action,
whilst those aged 45-64 are most likely to be involved, 63% having done something.
• In terms of giving money to charity, 70 % report doing so in the 12 months prior to
interview, and 44% do so in a typical month.
• Those most likely to give are female, older and in higher socio-economic grades.

4. A snapshot of UK giving trends (CAF 2014)
• The typical monthly amount given by a donor in 2014 was £14 and the typical monthly
amount given by a sponsor was £10.
• The estimated amount donated to charity by UK adults in 2014 is £10.6 billion.
• ‘Medical research’ is the supported by most donors (33% in 2014), followed by ‘children
and young people’ (30%) and ‘hospitals and hospices’ (25%).
• ‘Religious causes’ get the largest share of donations in terms of value (14%), as the
typical donation of £20 is much higher than the overall average donation.

5. A snapshot of UK giving trends (CAF 2014)
• Cash is the most common method of giving, with over half of donors (55%) making cash
donations in the previous 12 months.
• Direct debit remains the second most popular channel, with 30% using this in the last 12
months.
• Online giving has been used by 15% of donors in the last 12 months, and ‘text’ by 11%.
• Despite an apparent online and social media focus, young donors are actually much
more likely than average to give cash (66% compared to 55% overall).

6. Who are your future donors?

7. The bottom line ….

8. Have a robust cause concept

9. Build a multi-channel campaign
• Direct mail fundraising
• Email fundraising
• Web advertising
• Social media fundraising
• Text giving campaign
• Robust website
• Sponsorships and individual activities
• Church based fundraising
• Schools based fundraising
See: www.turnonthetap.org.uk

10. Establish a sense of urgency

11. Clear and short call to action

12. Set clear and realistic goals

13. Make it easy for donors to give

14. Engage your supporters

15. Repeat, repeat, repeat

16. Offer feedback