One off donating from younger supporters boosts income during first half of 2021

The charity sector saw a rise in one off donations from younger and less affluent supporters during the first half of 2021, according to latest figures.

A report collecting supporter and donation figures from across the sector found that overall income was up 7% during the first six months of the year compared to the same period in 2020.

The gain has largely come from an increase in one-off donations.

In addition, charities have seen a marked boost in recruiting younger supporters looking to give one off donations to charities. Supporter recruitment was up 58% during the first half of this year compared to 2020.

This comes amid a decrease in the number of regular givers.

The findings have emerged in data collected from analysis and data agency Wood for Trees.

It found that the "demographics of supporters recruited have seen a change, with new methods of gaming and community fundraising attracting a slightly younger and less affluent audience than before".

This is also leading to a shift in how supporters like to be contacted by charities, with community fundraisers opting for email, while gamers are more likely to want to use SMS.

“Overall, the results continue to look promising with overall income and supporter volumes both up,” said Wood for Trees.

“However, we are yet to see the full impact of the changes in giving and the types of supporters engaging with charities.

“This will need continuous monitoring to ensure charities can build from the positives and make the most of the opportunities being presented to them.”

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