People who see a “positive impact” of charities in their local community are twice as likely to donate locally, new research has found.
Today, the Charities Aid Foundation (CAF) published its UK Local Giving Report 2026, which maps generosity across the country.
The report shows that where people can see the impact of charities, they often give more overall (64% versus 46% of those who have not seen any impact or think it has been negative).
These people are also twice as likely to donate locally (51% versus 26%) and three times as likely to volunteer (16% versus 5%).
Drawing on the responses of 12,913 individuals, the report finds that in 2025, people donated an average of 0.9% of their income to charity, down from 1.1% in 2024.
This reflects the overall decline in total donations from £15.4bn in 2024 to £14bn last year, as shown in CAF’s recent UK Giving Report 2026.
‘Higher incomes don’t equal greater generosity’
CAF’s latest report shows that 55% of people across the UK gave to charity in 2025.
People in the Sheffield Hallam constituency gave the most as a proportion of their incomes (1.64%), followed by Sutton Coldfield (1.41%) and Belfast South and Mid Down and Sefton Central (1.39%).
Conversely, people in Kensington and Bayswater were the least generous relative to their income, at 0.29%.
The report says that, unlike the hotspots for the total amount given, London and the South East do not feature in the top 10 for the percentage of income donated.
“Higher incomes don’t necessarily equal greater generosity, as the places where the largest shares are donated tend to have average local incomes for their region,” it says.
People donated an estimated £379m in the 10 places that gave the most money, which are all located in London and the South East, where 31% of all UK donations originated.
Individuals in Kensington and Bayswater donated most between them, at an estimated £41.7m or around £360 per adult over the course of 2025.
“By contrast, as one of the most sparsely populated constituencies, residents of Na h-Eileanan An Iar [formerly Western Isles, in the Outer Hebrides] donated the least between them, at an estimated £5.9m, or around £272 per adult,” the report says.
But it adds that while the small population of Na h-Eileanan An Iar donated the least, the constituency donated 0.99% as a share of income, surpassing the 0.9% average.
Correlation between pride and generosity
The report shows that an estimated 37% of people across the UK engaged with activities in their local area last year, including helping out and engaging in local campaigns.
Most engaged people tended to be wealthier and retired or working part-time.
People in the Bristol Central constituency were the most likely to be engaged (59%), while those in Bradford West were the least likely (19%).
The report says that where there is “a stronger sense of local pride, people are more generous and more engaged”.
To estimate local pride, CAF combined the measures of “satisfaction with the local area” and “strong sense of belonging to the local community”.
It found that the UK regions with the highest levels of local pride were Northern Ireland, the south west and Wales.
However, the top 10 constituencies were mainly in the north of England, with Wetherby and Easingwold, Sheffield Hallam and Chester South and Eddisbury making the top three.
The place in the UK with the lowest level of pride was Wolverhampton South East, where only 28% of residents were satisfied with their local area and felt a sense of belonging.
“Places with higher levels of this local pride have more donors on average, who give more (relative to income), and who are more engaged in their local communities,” the report says.
‘Places matter to people’
Mark Greer, managing director of CAF, said: “Charities are at the core of our communities. Through their work up and down the country, they strengthen local areas and support those in need.
“When we’re facing a sustained trend of declining donations, part of the solution to unlocking greater giving lies in understanding the power of place and community.
“It might seem obvious, but places matter to people. This report shows that when people are engaged in a local area, they tend to give more.”
Civil Society minister Stephanie Peacock said: “We welcome the findings of this report, which underline the importance of fostering a strong culture of giving in local communities.
“It rightly highlights how giving back builds pride, connection and belonging in the places people call home.
“Through our plan for place-based philanthropy, Our Place to Give, we’ll strengthen links between donors and communities, deepen partnerships and unlock further investment across the country.”
