Charity Benchmarks 2024: Report Highlights

Charity Benchmarks 2024 is the UK’s longest-running and most comprehensive fundraising benchmarking study for charities, and we’re delighted to have some of the country’s most-loved charities including Marie Curie, RNLI, and NSPCC* take part..

This article pulls out the key headlines, challenges and bright spots we saw - so you can sense-check where you stand and what to do next.

For more detail on what you read here, you can download a copy of the sector summary report.

For a complete, in-depth review of your fundraising performance and recommendations on what to do about it, there is still time to add your data to this year’s study - or you can be one of the first to sign up for 2026. Get in touch if you’d like to know more.

*the full list of participating charities can be found at the bottom of this article

Setting the scene

It’s fair to say 2024 was another unsettled year for fundraisers.

From UK summer riots to international wars and big political shifts at home, the climate stayed turbulent.

And while inflation eased off, prices stayed high - hitting both charities’ costs and donors’ pockets.

What the sector told us

Every year we ask our community what’s keeping them up at night - and what’s keeping them going.

Here’s what stood out from the 85 sector survey responses and 7 in-depth charity leader interviews:

• 73% are worried about the cost of living and the economy. That’s slightly down on last year, but still a big proportion.
• 33% flagged they are worried about not being relevant to international crises - donors are shifting how they think about giving.
• 45% put donor recruitment top of the priority list - but also top of the problems list. The big sticking point? Finding viable routes to scale acquisition.
• Costs are climbing, squeezing ROI - and there’s real nervousness about relying too heavily on digital channels, with the fear some could go the same way as X/Twitter given the political climate.
• Younger donors aren’t buying into traditional charity products in the same way - that’s tomorrow’s challenge, here today.
• 42% flagged worries about corporates and trusts - income here took a hit as businesses tightened belts.

In the face of increased external demand alongside pressures to grow, innovate, engage new donors, and implement change, it has never been more important to take action and do something new to turn the tide and avoid stagnation.

There’s optimism too - 76% still expect to raise more in 2026.

And the numbers back it up

Top-line view

Since 2020, gross income has grown - but momentum is slowing. Since 2023, income rose by just £1m while spend went up 4%. In other words, we’re spending more to raise less - and this doesn’t take account of inflation.

By quarter

The shape of income stays pretty similar year on year - with another tough winter hitting results at a crucial time.

And recruitment’s a struggle with each quarter experiencing fewer new supporters.

Legacies

Some good news to celebrate - legacy income kept rising ( £17.7m since 2023) which is slower growth than before, but still a big share of total income. More pledges too - will that trend keep going?

Regular giving

Still the second biggest income stream for our participating charities - but down 2% in gross year on year income. Rising costs, higher CPA and tight acquisition channels are pinching growth.

Right now, TV, dialogue and social are the big recruitment routes, with dialogue doing most of the heavy lifting.

Major donors

Another bright spot for our participants who experienced a rise of 11% in gross income, with costs up but not enough to dent ROI. Many charities are doubling down on value and volume here.

Cash giving

Winter appeals dipped again although less severely than in past years, but spend stayed high to find fewer donors. 

Online

Online giving dipped noticeably — every quarter fell, except Q2. The drop during winter (Q1 and Q4) is especially concerning, as these months usually boost charity income.

Lottery and raffle

We have previously reported that Lottery investment has been increasing, and this does seem to be paying off in terms of gross revenue but the volume of new supporters has declined in previous years, potentially due to concerns with LTV or supplier issues.

Raffle volumes have been on the rise for the last 3 years for this year’s cohort, 

To access a more readable version of the graphs, download a copy of the report summary here.

What's next?

The world is not going to make this easy for the sector; the need for charities is growing and the economic and cultural situation adds more pressure.

We need to act - now.

The channels, products and asks that worked before are losing their spark. Donors are behaving differently, and the next generation’s expectations don’t match what we have built.

Legacy and high-value donors still offer promise but we can’t let ‘what works’ distract from what’s coming next.

A strategic, long-term view is crucial.

Now is the moment to analyse, test, innovate and invest - in new products, new ways to engage, and new ways to deliver value with what we’re already using.

Right decisions. Right now.

Open is here to help you do exactly that.

Want a clear-eyed look at how you stack up? Add your data to this year’s Charity Benchmarks study, or be first in line for 2026.

Ready to act now? Check out Plan to Grow, our four-stage process for bringing in more donors and growing your giving, backed by years of insight and practical wins.

Questions? Email Ben Eden-Davies today.

A big thank you to Sequoia for partnering with us to present this year’s findings, and to all participating charities for making it possible.

Important notes on this year’s study

• Charity Benchmarks 2024 analysed £1.27bn of fundraising income across 17 charities. Not like-for-like with 2023’s study participants.
• Not all participants could supply all data - including costs
• Large charities are included

With thanks to our participating charities