Charity income was 9% higher in the last 12 months than in the previous year and at its highest level for the last five years, according to the Wood for Trees 2022 State of the Sector Report.
The report looks at some of the key trends across 2021 and how these compared to 2020. It also takes a look back at the previous years, up to and including 2017, to understand how the last two have impacted the ways supporters are engaging with, and donating to, charities. It covers top level trends in income streams, recruitment and supporters as well as engagement metrics such as lifetime value, cross-sell and regular giving attrition.
Among its findings, this year’s State of the Sector Report shows that regular giving remained at a similar level to that seen in 2020, with one-off donations falling just below 2020’s levels – still almost 50% higher than the previous three years. Community fundraising saw a rise in income but remained way below pre-pandemic levels. Gaming income rose too, although with a smaller increase than that seen in the previous two years, while high-value giving continued the growth that started in 2020, showing the highest growth of all. Trading income fell slightly on 2020’s levels but was still higher than the previous three years.
By channel, income coming in via digital, direct mail, and DRTV all rose, with direct dialogue showing a continued decline on the previous year’s levels. Digital’s 2021 income was two-thirds higher than 2017’s, while direct mail income is now at its highest level of the last five years.
Supporter recruitment was also up in 2021 with an increase of 22% on the previous year – higher than the levels seen in 2018 and before, while lapsed supporters fell 25%. The amounts people are giving at are increasing too, with average lifetime value after three years up from around £100 to nearer £120.
Wood for Trees Managing Director, Jon Kelly, commented:
“These latest results show the resilience of the sector and the continued generosity of the UK population. They do show some shifts in the way that people are giving with more people giving in ad hoc ways rather than commitment of regular giving which had become standard in recent years. It is likely that this is partly down to the effects of the pandemic but also perhaps an underlying social trend. The next few years will be interesting to see if these trends continue.”
The data in this report was collected from Wood for Trees’ InsightHub benchmarking reports, which collate raw CRM data from a range of charities across the sector. From this, Wood for Trees aggregates fundraising KPIs up to a sector level.
from UK Fundraising https://ift.tt/ChowjF9
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