The Donor Divide: How to Re-Engage Everyday Givers

Across the UK, employee giving remains a central part of many corporate social responsibility (CSR) strategies. However, our latest industry research reveals a subtle yet significant shift: While large donors (employees who donate over £1,000 annually) continue to give generously, everyday givers (those making smaller, more frequent contributions) seem to be pulling back.

This growing donor gap presents a real challenge for CSR leaders aiming to build inclusive, high participation giving programmes. More importantly, it raises a critical question: how can we re-engage the everyday donor?

What the Data Shows

Insights taken from our 2025 UK CSR Industry Spotlight show:

• Average donation amounts remain steady, thanks in large part to high-value contributions from large donors.
• However, median donation amounts are declining slightly, suggesting that small and mid-level donors are giving less frequently or in smaller amounts.
• This trend not only reveals a concentration of giving power, but it also signals the potential risk of disengaging a broader base of employees.

In other words, employee generosity isn’t necessarily disappearing. But it is becoming more centralised.

Why Does This Matter?

Well, small, consistent donations don’t just provide financial value, they reflect broader engagement, strong alignment with company values, and a deeper sense of shared purpose within teams. When everyday givers start to pull back, it could indicate that something is missing within your giving programmes, whether that’s awareness, convenience, incentives, or emotional connection.

How to Re-Engage Everyday Givers

To help ensure your programmes resonate, here are some practical strategies CSR and employee engagement leaders can put into action.

Make Giving Easy

Leverage CSR software to offer employees flexible and accessible donation options. These purpose-built tools allow for easy giving methods like payroll deductions, which continue to show the highest transaction frequency among UK employees.

Communicate Team Impact

Every donor wants to know their contribution matters, no matter the amount. Use AI-driven reporting tools and real-time dashboards to create and share clear, compelling impact stories with your key stakeholders.

Provide Incentives

Did you know? Matching employee contributions or offering other incentives can significantly boost participation. In fact, 58% of total donations in 2024 were company-funded. Matching donations not only makes employees feel valued which, in turn, encourages ongoing internal engagement; but it also showcases your support for the community you serve – which can positively impact your brand externally as well.

Align Campaigns with Moments that Matter

Link giving initiatives to meaningful dates, company milestones, or local events. This creates opportunities to inspire action and drive participation as employees feel they are taking part in a wider movement.

For more tips on planning impactful campaigns, check out our Moments that Matter Campaign Checklist.

Support Charity Causes that Matter Most to your Team

Our research shows increasing interest in environmental causes, along with steady interest in human-related charities. So, as you plan your re-engagement strategy, consider how you can incorporate these passions into your CSR activity. Regularly survey your team to ensure your initiatives align with their values or use data insights to adjust your approach as needed.

Ultimately, re-engaging everyday givers goes far beyond simply doing good. It’s about restoring a sense of shared purpose among your team. And while it’s true that the donor divide is growing, using data-driven strategies to make giving easier, more visible, and more meaningful, is how we start to close the gap.

Want More Practical Insights to Strengthen Everyday Giving?

Download the full UK CSR Industry Spotlight Report to benchmark your programmes and discover the latest trends shaping the future of employee giving and engagement in the UK.