Key findings:
- Nearly three in five (59%) UK adults who donated money to charity in the past 12 months say caring about the cause motivated them to give.
- Among those who have not donated, 32% cite affordability as the main reason, rising to 41% among 35–44-year-olds.
- Around a third of UK adults say supporting a cause that affects them personally (34%) or clear evidence of how donations are used (33%) would encourage future giving.
- Nearly half (49%) say feeling pressured into donating or receiving unwanted fundraising approaches would make them less likely to give.
With charities competing for public support amid ongoing financial pressures, understanding what drives people to donate is increasingly important.
The first part of our UK charity research series explored how UK adults support charitable causes, from donating money and goods to volunteering, alongside their intentions to give in the future.
In this second instalment, YouGov research examines what motivates people to give, why some choose not to and the factors that could encourage and discourage future donations.
Why do people donate to charity in the UK?
Caring about a cause is the leading motivation for charitable giving, cited by nearly three in five (59%) UK adults who donated money in the past 12 months.
Nearly a third (32%) say they donated because they have supported the charity before, while 28% were motivated by a friend or family member fundraising. Personal experiences affecting themselves or someone they know (26%) and trust in the charity or clear explanations of how donations would be used (26%) also feature among the reasons for giving.
Other motivations include supporting local communities (17%), a quick and easy donation process (14%) and evidence of the charity's impact (12%).
Age differences reveal distinct motivations. Among donors aged 18–24, a third (33%) cite a quick and easy donation process, compared with just 8% of those aged 55 and over. Older donors are more likely to cite previous contributions to the same charity (37% vs. 19% of 18-24-year-olds).
Trust as a motivator also varies by gender, with men more likely than women to cite trust in the charity or clear explanations of how donations would be used (32% vs. 22%).
Why do some people in the UK choose not to donate to charity?
While personal connections and established relationships motivate donations, affordability emerges as the biggest barrier among those who do not donate.
Nearly a third (32%) of UK adults who have not donated money in the past 12 months say they cannot afford to, while one in ten (10%) prioritise other spending.
However, another 19% say there is no particular reason they have not donated or that they simply have not thought about it.
Concerns about charities are less commonly cited. Some 8% are worried about how donations are spent, while 6% say they do not trust charities generally. Another 5% prefer to support causes in other ways, such as volunteering.
Financial barriers are more prominent among younger and middle-aged adults. Among non-donors aged 35–44, 41% say they cannot afford to give, compared with 19% of those aged 55 and over.
Older adults are more likely to express concerns about how charities spend donations (15%), compared with 4% of 18–24-year-olds.
What would encourage more people in the UK to donate to charity?
Looking ahead, personal connections and transparency emerge as leading factors that could encourage charitable giving.
Around a third of UK adults say they would be more likely to donate to a cause affecting them or someone they know (34%), while 33% cite clear evidence of how donations are used as a potential driver.
The option to make a small one-off donation appeals to 28%, followed by supporting a local cause or community (26%) and evidence of the impact previous contributions have made (25%).
A charity's strong reputation would encourage 23% to give, while 15% value the ability to choose how their money is used. Quick and easy payment options, such as Apple Pay or Google Pay, would drive donation appeal for 13%.
Women are more likely than men to say small one-off donations would encourage them (33% vs. 23%). They are also more likely to value clear evidence of how contributions are used (36% vs. 30%).
Convenience matters more to younger adults, with nearly a quarter (24%) of 18–24-year-olds citing easy payment options, compared with 10% of those aged 55 and over.
However, 15% of UK adults say nothing would make them more likely to donate money to charity in the future.
What puts people off donating to charity in the UK?
While several factors could encourage future giving, the way charities approach potential donors could also have the opposite effect.
Nearly half of UK adults say feeling pressured or guilted into donating (49%) or receiving unwanted fundraising approaches, such as street, telephone or door-to-door requests (49%), would make them less likely to give.
Requests to sign up for recurring monthly donations (44%) and excessive fundraising requests or follow-up messages (43%) are also common deterrents.
Trust and transparency feature prominently, with 41% citing concerns about how much money goes towards administration or fundraising. The same proportion say a lack of trust in a charity would discourage them (41%), while 32% point to uncertainty about how their donation would be used.
Charity marketing content can also influence decisions. Around two in five (39%) say AI-generated content would make them less likely to donate, compared with 19% who cite celebrity endorsements and 18% who point to distressing or graphic campaigns.
Older adults are particularly likely to be discouraged by certain fundraising practices. More than half (55%) of those aged 55 and over cite unwanted approaches, compared with 32% of 18–24-year-olds. Similarly, half (50%) say requests for recurring monthly donations would put them off, versus 37% of the youngest age group.
Women are also more likely than men to be deterred by unwanted fundraising approaches (52% vs. 46%) and feeling pressured into giving (51% vs. 46%).
Overall, the findings show that while personal connections motivate charitable giving, affordability, trust and fundraising practices can shape whether people choose to contribute. For charities, demonstrating how donations are used and avoiding intrusive fundraising approaches could help encourage future support.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 19-20 August 2026, with a nationally representative sample of 2,097 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.
Image: Getty Images
