Donor numbers up but average donations are down, early Giving Tuesday analysis suggests

UK charity supporters taking part in the worldwide Giving Tuesday annual fundraiser gave less than last year, early research is suggesting.

However, the research adds that more people are donating to good causes.

Early analysis from global online fundraising organisation Benevity found that 3,083 people who used its platform in the UK on Giving Tuesday raised £1.06m.

The average donation on Giving Tuesday this year from UK donors using the platform was £345.

This is the same total as last year, although it was raised by 2,746 donors and the average donation was £387.

While those using the platform are only a small proportion of those taking part in Giving Tuesday in the UK, its research indicates that inflation and economic uncertainty is limiting the amount people can give, while at the same time encouraging more to support disadvantaged communities amid the crisis.

This pattern of giving has been replicated globally, according to Benevity’s figures.

Globally Benevity saw 139,000 take part on Giving Tuesday this year, a 22% increase on those taking part in 2021.

However, the average donation size has dropped 10% for each charity supporter since last year, according to Benevity’s analysis.

“It’s really moving to see that despite the current recession, people from all over the world are digging deep to support the causes they care about,” said Benevity chief impact officer Sona Khosla.

Globally £100m was raised through Benevity on Giving Tuesday this year.

This year's annual Big Give Christmas Challenge match funding campaign, which ran for a week and started on Giving Tuesday, raised a record £28.6m for more than 1,000 charities. This is up £4.5m on last year’s total.

More than 80,000 people donated through this year’s Big Give, and the average donation was £163.

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