The last few years have been challenging for fundraisers. However, things are looking up. According to CAF’s UK Giving Report 2024, the UK public donated an estimated £13.9 billion to charity last year – up £1.2 billion on 2022. The report also found that while fewer people are giving, they’re giving more – a good indicator that major gifts could be a viable income option in 2025.
Who holds the wealth in the UK?
When we look at wealth in the UK, there is a clear imbalance. The top 10% of wealthiest households have a total wealth of at least £1,224,900 and own 43% of the aggregate wealth in the UK. Meanwhile, the top 1% of households have at least £3.6m in wealth (ONS Household total wealth in Great Britain: April 2018 to March 2020). This wealth consists of pensions, financial assets (stocks and shares), property and physical wealth such as art, white goods, and cars.
According to our Wealth Intelligence Database, which holds data on over 270,000 wealthy and influential individuals in the UK, these people are industry leaders, professionals in media, publishing, literature and art, entrepreneurs, art and antique collectors, sports personalities, members of the aristocracy, and philanthropists.
Growing giving outside the south-east
Although the greater south-east is the most donor-centric area in the UK, CAF’s report found that in 98% of constituencies across the UK, at least half of people donated to charity in the past year.
Fundraisers need to be willing to do the research to grow their regional donor pools in 2025. One way to do this is by looking at property values. Our Million Pound Property database has information on over 800,000 properties valued at £1m and above in England and Wales. A quarter of these properties are located outside the south-east. Additionally, they belong to people who don’t sit on our Wealth Intelligence Database, so their wealth is harder to research.
How to stand out in 2025
A research-based approach to major gift fundraising in 2025 will not only help your organisation stand out, but it will also save time and money.
Prospect research can help you identify and learn about potential donors, understanding who they are, what drives their giving, and how likely they are to support your cause. With this information, you can make personalised fundraising asks. This personal approach will build meaningful relationships with your donors and encourage long-term support.
Wealth screening is a systematic way of identifying potential donors who are already in your database and can give a significant gift. By analysing publicly available data about individuals, such as their estimated wealth, charitable activities, and corporate or social connections, you can pinpoint your top prospects, engage them effectively, and secure major gifts.
Knowing your donors’ interests and philanthropic preferences means you’re not making uninformed asks or wasting anyone’s time. This donor-centric approach helps you stand out by cultivating relationships in a meaningful way and making fundraising requests that are relevant and compelling.
Will 2025 be the year you discover your major gift fundraising potential? If so, we’re here to help. At Prospecting for Gold, we specialise in research, wealth screening, consultancy and regulatory compliance, making fundraising more effective and successful.
Get in touch to get started on your research-based fundraising journey.