Key findings
- There is a significant giving potential to unlock which could positively impact thousands of lives across the UK.
- Regular church attendance more than doubles propensity to give.
- Two key drivers for giving are seeing the difference donations make and being able to trust the causes receiving them.
- Personal appeals are more effective at inspiring spontaneous charitable giving.
- Those who discuss their giving tend to give more.
About the research
We commissioned Whitestone Insight to conduct this new research, which seeks to provide rigorous, objective data on the UK Christian giving landscape. It also examines the gap between current and potential levels of generosity and points to how that gap might be closed by sharing insights into the factors driving and hindering generosity. The report provides quantitative and qualitative data, including case studies, which are designed to support Stewardship's partners - churches, charities and Christian workers - in inviting generosity and growing support.
The report’s research reveals eight key findings that are grouped under three key headings: ‘Active faith’, ‘Connection to causes’ and ‘Unlocking the giving potential’. The learnings are designed to provide valuable insights into the impact of faith and the donor-cause relationship on giving, and to identify factors that are key to encouraging generosity. The report also includes recommendations for our partners and a list of helpful resources for next steps.
Data points to significant giving potential
Our Generosity Report measures monthly average giving from practising UK Christians at 3.2% of income after tax. This equates to £73 a month or £876 a year. This is £8 more per month than the £65 that is reportedly given by UK citizens to all charities, according to the Charities Aid Foundation [see note 4].
If each Christian in the UK gave 10% after tax - based on the principle of tithing described in the Bible - a potential 3.5 times more - £232 a month or £2,784 year - could be given to causes each year by charity. Unlocking this latent giving potential could mean so many more lives and communities around the UK could be transformed.
The two biggest barriers to giving are people feeling unable to afford to give and a lack of trust that donations will be used well.
This year’s report is an important first step that we plan to build on by running the research on an annual basis.
“Stewardship enjoys a unique position in the Christian charity sector, serving both donors and the causes they support. While we are privileged to witness incredible levels of joyful generosity in our own work, we could see there was a gap between current and potential levels of generosity in the UK. This research was designed to help us measure this gap and to check our understanding of what is both driving and hindering generosity.
We hope the findings will also be valuable to our partners by helping them identify practical steps for unlocking more giving potential. Our ultimate goal is for more people to discover the joy of being more generous towards the causes they are passionate about.” Janie Oliver, CEO, Stewardship
Support for the Generosity Report
"I warmly endorse this initiative from Stewardship. It’s fascinating to read their Generosity Report and to see how Christian giving is truly transforming the impact of Kingdom initiatives across the UK.” Debra Green OBE DL, Executive Director, Redeeming our Communities
“Massive well done to Stewardship for commissioning this innovative and informative research report that I’m sure will influence, inform and shape Christian giving, increasing its impact for the Gospel for many years to come.” Rev Wendy Pawsey, Head of giving, Evangelical Alliance
Read the report
View and download our Generosity Report, and then please take a moment to complete our feedback survey - we need your input to help us shape next year's report.
Link to the report