The Latest Trends in Individual Giving – Part One
For many charities, Individual Giving (IG) in its various forms represents the largest share of voluntary income. Even where this is not the case, it remains a critical funding stream. So what are the emerging trends within this area of fundraising and how can organisations stay ahead?
In this first of two articles, we explore some of the key current issues that IG fundraisers should be aware of.
A Mixed Picture
Recent figures suggest that giving from individuals has remained relatively resilient, with total donations reaching £15.4 billion in 2024 (UK Giving Report). However, this income is now being generated from a smaller pool of supporters, each contributing more on average.
In 2019, around 58% of adults in the UK reported donating to charity. By 2024, this had fallen to 50%, with indications that this figure may have declined further in 2025. Among younger audiences aged 16–24, only 36% reported donating or sponsoring someone.
This means that while the number of fundraising organisations has remained steady, they are competing for support from a reduced donor base, inevitably increasing competition.
There are, however, areas of encouraging growth within IG. Legacy giving and major gifts continue to perform strongly, both representing high-value income streams with significant returns. In 2025, legacy income rose by 9% in the UK (Legacy Giving Report), and anecdotal evidence suggests increased giving from high-net-worth individuals.
Put simply, funds are still available – but organisations must become more strategic in how they access them.
Technology Changing
The shift towards digital fundraising continues, with reduced reliance on traditional paper-based approaches. In 2025, online giving accounted for approximately 60% of donations. While established channels remain effective with some audiences, digital methods are becoming dominant.
More recently, the use of AI tools has grown rapidly within fundraising operations. IG teams are increasingly using these technologies for data analysis, donor profiling and segmentation, personalised communications and more accurate forecasting – enabling faster and more cost-effective decision making.
AI is also delivering deeper insights. Emerging tools can identify donor hierarchies based on likelihood to give, highlight supporters at risk of lapsing and flag potential legacy prospects based on behavioural patterns observed across the sector.
That said, AI should be used with caution when it comes to donor-facing content. Appeals and thank you messages still benefit from authentic human input. Overuse of automated content risks weakening emotional engagement and can negatively affect response rates.
The Youth Challenge
Many charities find their most generous supporters among older demographics, often due to greater financial stability. However, it remains essential to attract and retain younger donors to sustain income over the longer term.
Younger audiences should not be treated as simply another segment within existing strategies. They often engage differently – favouring activism, social fundraising, peer-to-peer approaches and purpose-driven campaigns.
While the principles of acquisition, retention and stewardship remain relevant, they must be applied using channels, messaging and cultural cues that resonate with younger supporters. Teams may benefit from consulting younger stakeholders when developing engagement strategies for this group.
Conclusion
Although Individual Giving presents new challenges, it also offers considerable opportunity for organisations willing to adapt. Around half of the UK’s adult population continues to give to charity each year. The task for fundraisers is to connect with these supporters effectively and encourage long-term engagement.
With the right approach, there remains significant potential for growth within IG programmes.
Further Help
If you would like support in analysing, planning or developing your Individual Giving strategy, our specialist team would be pleased to assist. For a free initial discussion, please contact Ben Ansell on 01903 723519 or email ben@wgconsulting.co.uk. For further details about our Individual Giving services, please see here.
