Charities need to prioritise their investment in fundraising in order to buck the current trend which shows that although more people say they are donating to charity, the average amount given per month fell from £12 in 2009/10 to £11.

The Institute of Fundraising is commenting in response to findings reported in UK Giving 2011, commissioned by the Charities Aid Foundation (CAF) and the National Council for Voluntary Organisations (NCVO).

Fundraising is central to ensuring the giving agenda continues to prosper. Charities need to invest in fundraising professionals who are at the very top of their games.

At a time when statutory income is being restricted, charities should continue to concentrate on diversifying their income streams and developing new and innovative forms of fundraising.

Peter Lewis, chief executive of the Institute of Fundraising, commented: "This research seems to show fundraisers’ efforts to widen the pool of people who give to charities is paying off. The bottom line is if you don't ask, you don't get.

"It is understandable in the current climate that some people are giving less. However, the fact that individuals seem to be giving in greater numbers is a credit to the generosity of the British public and the skills of fundraisers linking people to causes they care about. It will be interesting to see whether charities’ experiences back these findings."

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