The Blackbaud Institute Index – UK

Even in the current environment, generosity continues. Whether responding to the humanitarian crisis in Ukraine, expressing passion through a social movement, or supporting a pandemic-related cause, constituents have continued to give. 

Various factors like the pandemic will continue to play out for some time. Strong leaders focus on building cohesion and resilience, ensuring the organisation can maintain the course while still positioning for future growth. The Blackbaud Institute Index offers data trends to help you understand the current situation. 

Special Section: Spotlight on JustGiving® from Blackbaud®

To ensure no great cause goes unfunded, JustGiving from Blackbaud has helped people in almost every country raise nearly £5.5 billion since its inception in 2000 for good causes through online fundraising and crowdfunding. As we move into the new normal and mass participation events have started to re-emerge, JustGiving from Blackbaud continues to track strong giving rates from personal activations.

In the first quarter of 2022, individuals continued to demonstrate their passion for making a difference and giving back through personal appeals, runs, and walks.

Here are just a few of the interesting trends tracked by JustGiving from Blackbaud:

  • Q1 donations were dominated by the response to the Ukraine crisis:
    • JustGiving saw over half a million people donate to Ukraine causes through its platform
    • Donations have been received from donors in more than 140 countries
    • Over 3,000 charities and personal fundraisers have received donations to help support vital work and projects
  • Charity volume across JustGiving was up 4% in Q1 2022, compared to the same quarter of the previous year.
    • Small- and medium-sized charities have seen the biggest growth at +11%
    • The increase in donations are largely due to the return of mass participation events and support of Ukraine. When comparing the increase of Q1 2022 to giving in Q1 2021, the increase this year is partially offset by the surge in direct charitable giving during lockdowns last year.
    • As lockdown restrictions have lifted in the UK, we have seen a move away from personal fundraising activities which dominated Q1 2021 and into more in-person organized events.

Blackbaud Institute Index – UK

The Blackbaud Institute also offers data trends through the UK Index to help you understand the current landscape, as well as the context you need to leverage this as a benchmark against your own efforts. Data can help crystallise your understanding and offer insights on what the recent several months illuminate. We hope you can use this Index to gain confidence in your own planning. These insights should help recalibrate and reinvigorate you in fulfilling your mission over the next few months and beyond. 

The Blackbaud Institute Index tracks over £125 million from approximately 225 organisations in U.K.-based charitable giving. The Blackbaud Institute Index is updated each quarter and reports year-over-year percent changes and giving to date for the last 12 months. For even more in-depth insights on how current and long-term trends can help you on the path ahead, read the 2021 Charitable Giving Report published in February 2022, where you will find further unique data, information on how to benchmark yourself, and insights for many subsectors. 

Giving trend data is an invaluable tool, but it is only a retrospective that shows us what has already happened. Remember that charitable giving data is one facet of the philanthropic prism. Always track trends across your full revenue portfolio and target a sustainable funding mix in your long-term plans.

Quarterly Overall Charitable Giving

  • Q1 2022 vs. Q1 2021-3.9%
  • Last 12-Months-3.6%*

A look at year over year changes shows overall charitable giving in the U.K. decreased 3.6% over the last 12 months. Additionally, online fundraising in the U.K. experienced a 9.2% decrease in the past 12 months ending in March 2022 compared to the previous 12 months ending March 2021.

Last 12 months ending in March 2022 compared to the previous 12 months ending in March 2021

How we create the Index

Each quarter, we draw actual giving statistics from the databases of more than 200 U.K.-based participating organisations using various fundraising systems to determine how much revenue was raised. We include giving from all sources of fundraising activities: direct mail, telemarketing, face-to-face fundraising, email, online, mobile giving, small- and large-scale events, and major and deferred giving.

We do not include the unfulfilled portion of pledge gifts, but we do include the donated value of in-kind and stock gifts. We include giving from individuals, corporations, and foundations but do not include giving by individuals or corporations to private and community foundations or other intermediaries. To include these gifts would double count the revenue when those organisations subsequently make grants to other nonprofits. We do not currently exclude the value of goods and services provided in exchange for gifts (e.g., the cost of premiums) but hope to in the future. And lastly, we do include adjustments made to gifts (e.g., bounced checks and refunds) to provide a more accurate accounting of real revenues. As a result, you may find that indices values change slightly as we obtain newly-adjusted data from each organisation.

We report the Index as a three-month moving median of year-over-year percent changes in giving. We add up all giving for the prior three months and compare this total to the same three months one year earlier to calculate the annual percent change for each organisation in our Index.

“Economic conditions, natural disasters, and market fluctuations have made it extremely difficult for non-profits to make fundraising decisions informed by the latest donor behavior. That is why we created the Blackbaud Institute Index — to provide insight into what happened in the prior quarter and valuable analysis by leaders in the sector into what fundraisers can learn from it.”

- Chuck Longfield, Founder of Blackbaud Institute Index and Blackbaud Institute Advisory Board Member

Many organisations have big campaigns (events or mailings) that occur at roughly the same time each year. However, if an event was in late April one year but early May the next, the change in monthly giving might be significant while the change in giving over a three-month period might be the same. An index based on a moving median is less sensitive to these small timing issues and will serve as a more practical decision-making tool. However, one downside of a moving median is that it can dampen large fluctuations caused, for example, by disaster relief giving.

Navigating the Current Landscape

  • Remember that donor retention remains one of the most critical factors in fundraising success. We’ve seen an increase in new donors over the last two years, which is a departure from a decade-long trend of fewer charitable-giving households. Stay focused on communicating the continued value of your mission and stewarding your supporters.  

  • Think about your organisation’s adaptability in concert with the fact that supporters say they want multi-dimensional engagement experiences to continue. Take a look at recent donor research to understand what supporters want today. Continue to embrace social media and digital platforms to connect with supporters.  

  • Stay connected across teams so you can respond with agility. Now is the time for leaders to focus on transparency and communication. Continue to focus on solid data management practices so that all teams can access the information they need. 

  • Sharpen your focus on building a better world aligned to goals shared by global changemakers. Whether you’re a grant-maker or grant-seeker, use the SDG Connector to find your match to the UN’s Sustainable Developments Goals using your NTEE, NAIC, or ICNPO code. Use your SDG’s targets and indicators to help you maximise your impact, tell your story, and align funding opportunities.

For more information

Questions: Contact us at [email protected].
Press: For press and media inquiries, contact: [email protected].
For more UK insight: The Status of UK Fundraising 2021

For more on these trends and additional insights, check out the Blackbaud Institute annual Charitable Giving Report.

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Benchmarking: The Insight Track to Success

Listen to your data to transform your organisation’s strategy. The Blackbaud Institute Index and Charitable Giving Report keep you aware of the trends, and now this guide offers practical strategies for using these resources to introduce benchmarking across your organisation. Click below to download the free guide, no email required!

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