Donations in the UK are at an all-time high, but fewer people are giving than ever before. For the charity sector, this creates a challenge: how do you inspire generosity when donor behaviour is shifting?
According to the Charities Aid Foundation’s UK Giving Report 2025, total donations to charity reached a new high of £15.4 billion in 2024. However, the proportion of people giving to charity has fallen to its lowest level since 2016. This signals a pivotal shift in donor behaviour and highlights the urgent need for charities to rethink how they engage supporters.
The report identifies affordability as the leading reason most people are choosing not to donate, while trust concerns affect the older community, and lack of interest being a barrier for younger people. Geography, demographics and accessibility also play a role.
The takeaway is clear; charities must adapt their engagement strategies to build a more sustainable and inclusive culture of giving.
Why the donor journey matters more than ever
People expect choice, transparency and simplicity. When an experience feels complicated or inaccessible, they hesitate. By creating a donation experience that is flexible, secure and accessible, charities make it easier for supporters to contribute, whether they’re giving £5 or £500.
With the right payment infrastructure, it becomes possible to reach more donors, build trust and remove barriers that might prevent people from giving.
At allpay, we work closely with charities and public sector organisations to deliver payment solutions that make payments inclusive and accessible.
Transforming the donation experience
Make giving easy
People today expect flexibility. Whether it’s a one-off gift or recurring payment, they want to give in a way that fits seamlessly into their lives.
Donor behaviour highlights just how important this flexibility is, for example in 2023, over 133 million Direct Debit donations were made, showing just how important recurring giving remains for many supporters. But preferences are diverse, and charities need to offer a range of options. Whether donors are digitally savvy or prefer traditional methods, putting choice at the heart of the donation experience makes the “yes” easier.
Build trust with meaningful engagement
Building trust is crucial, that is no secret. Donors need reassurance that their contributions are secure and are making a genuine impact. A simple, secure and transparent donation process builds confidence and encourages repeat giving.
Personalisation is also a great way to go beyond a generic ‘thank you’ message.
- Share impact updates showing how donations are used
- Multi-channel communication
- Tailoring messages based on donor behaviour and data
Using allpay’s reporting tools, charities have better visibility over payment trends, and insights they can share with supporters to help towards building engagement.
Smart technology
Leveraging the right technology can transform operational efficiency. From payment automation to digital notifications, technology enables charities to streamline processes. Features like API integrations and online portals make managing payments easy, with real-time data and reporting.
By working with a single provider, such as allpay, charities can manage their payments all in one place, simplifying reporting, improving fund reconciliation, and reducing administrative overheads. The result? A more connected and efficient donation management process that frees up valuable time.
Reliable compliance
Donors expect their donations to be handled safely, and compliance plays a vital role in earning and keeping their trust. By working with a partner like allpay, charities benefit from built in compliance expertise. Our secure payment solutions ensure that donations are processed safely, whilst giving organisations confidence that they’re meeting regulatory obligations without operational strain.
Creating a better giving culture
At allpay, we’re proud to support the charity sector in meeting these challenges head-on. From multi-channel collections and seamless API integrations to secure donation handling and inclusive payment options, we provide the tools charities need to reach more donors, build trust, and maximise their impact.
Are you thinking of rethinking the way you collect payments? Find out how we can tailor our solutions to improve your donor journey and benefit your fundraising needs.
