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The expanded World Giving Report in 2025 gives us a wealth of data from which to draw vital insights.
What are the implications for charities, funders and policymakers?
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Neil Heslop
Overview
We have long known that giving is a universal and unifying impulse, and the extensive new data we present in this research shines a light on the similarities and differences in giving habits and cultures at a global and local level.
Around the world, social purpose organisations are facing severe financial headwinds. Consequently, traditional funding models need to change as patterns of behaviour evolve and governments cut back on their aid and development spending with philanthropy seeking to respond. In an unstable geopolitical environment, humanitarian needs continue to grow and community charities are relied on more than ever before to tackle increasingly complex social problems.
It has therefore never been more important for individual giving to remain the cornerstone of generosity. Yet there is wide disparity, with the most dynamic cultures of giving often in countries where the populations are also much in need.
From the richness of new insights in this report, it is notable that giving does not necessarily correlate with wealth or even security, but rather on the perception of necessity – and very often we perceive those closest to us to be most in need.
In an increasingly divided world, this research speaks to the shared concerns – for children and young people, poverty and humanitarian aid – as well as the simplicity of our motivations, with two-thirds of us saying that we give trying to make a difference.
It is striking to see the important role that governments play in creating the environment for giving, with people reporting that they give more in places where their governments encourage it.
During these challenging times, there is much to hearten us in this new World Giving Report, but also much from which we must learn about the power of connection, the nature of compassion for our fellow citizens, whether they be across the street or around the world.
It’s wonderful to see Africa’s innate generosity reflected in the new WGR data.
It’s clear it will be important to retain this generosity as part of our culture while reinforcing the capability and capacity of the civil sector itself.
The data also shows how important governments can be to the public’s trust of and donations to charities – as a continent, we need to be mindful of this link and work with governments to ensure donors are receiving the right messages.
Grace Maingi
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Jessie Krafft
Implications for the philanthropy sector
This report could not come at a more important time for the philanthropic sector. For years, we have seen governments cutting back on their foreign aid spending, a trend that has escalated significantly in 2025 – while the need for assistance in communities around the world continues to grow. In philanthropy, we have all been looking to each other to understand how to move forward together, as core pillars of our ecosystem have shifted under our feet. At CAF, we understand that in the current context, the role of donors and other forms of generosity to support the most vulnerable, has never been more important.
Our research offers a window of opportunity as we seek to shape the future of our work. Giving by individuals, a key indicator of the strength of global generosity, remains strong and is thriving in many countries. In particular, the story of giving in Africa – including Nigeria, our most generous country – is extremely positive as the continent suffers from an acute shortage of government aid this year.
The time is right for a vibrant global philanthropy community, such as CAF’s International Network, to work in concert with and uplift these vibrant local cultures of giving and bring together context-specific experience to shape and amplify philanthropy’s voice. Harnessing localized civil society expertise, including using research like this report, is critical to increasing community resilience for the future.
Now, we have an opportunity to do things differently. The philanthropy sector is uniquely placed in the global social purpose ecosystem. With access to funders and policymakers and strong networks across community contexts, we can use these connections where social norms are weaker to foster more and more impactful giving. We must reflect on how we can work more efficiently and more collaboratively to employ philanthropy’s ability to cut across false silos. It is also a time for forging novel relationships between ‘unlikely’ collaborators, pursuing innovative technologies and different types of development finance. This report also highlights areas where philanthropy could make a significant difference by taking action where it seems that people are less able to give.
Leveraging the findings of this report, I am confident that philanthropy can continue to be a source of optimism, connection and innovation in times of crisis, uncertainty, and change.
The WGR shows the huge diversity in how generosity manifests across Asia, from countries where giving to charities is dominant, to those where the majority of donations are given directly to individuals.
International charities and foundations need to really understand the unique set of circumstances each country presents, which is a result of government action, the role of religion, the social norms that have developed over many years and the environmental events the public is subject to.
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With the headquarters of many international charities and foundations in Europe, it’s often easy to assume a level of generosity across the continent.
The updated WGR data demonstrates clearly that as Europeans we’re not as generous as we could be – every single continent gives more as a proportion of income.
With generally high-quality charity infrastructure and governance in Europe, we need to find new ways to encourage donors to give more of their income to these organisations.
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Ashling Cashmore
Implications for charities
People give because they want to make a difference. As this research shows, they also want to know how their money will be used and understand the impact it can have.
Clarity and transparency about how donations are spent can provide confidence, alongside a clear narrative about how the support is helping to change lives. It’s also important to explain how core costs – such as salaries and overheads – are essential for securing impact.
The research shows that people respond to needs close to them – the needs of their local community or those they relate to globally – or in their line of sight, such as unfolding humanitarian crises. This reminds us that slow-burning issues and long-standing crises can often become overlooked.
Charities working on these issues might reflect this by giving more immediacy to their storytelling and linking their work to the personal and local experiences of donors as well as donors' concerns about future generations.
The research underlines the importance for international charities to build partnerships with communities and devolve decision-making to a local level. As well as allowing for greater impact, it could also help to build trust since people tend to have higher levels of trust in local charities.
I was struck by the different ways people give in various countries and how there can be a perceived distinction between generosity and giving to charity. Understanding the local and religious context behind this could help charities to engage potential new donors, and tailored approaches could help to build stronger, more trusting relationships with donors.
These are valuable insights for charities on how to better connect with donors, emphasise transparency and address both immediate and long-standing needs. These strategies are vital for fostering trust, organisational resilience and ensuring impactful work in communities around the world.
The social sector in South America has demonstrated remarkable resilience amidst political, economic, and social crises. A key factor to this has been the growing professionalisation of charities and organisations, and how they are harnessing new technology.
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At RACI, we have observed that those organisations that invest in building trust with their communities and adopt sustained digital strategies are the ones that achieve greater stability and growth.
Beyond this, the WGR data has shown that South Americans are among the least likely to cite ‘social reasons’ for giving. As societies, we need to consider how to instil these norms and drive the feeling that giving is a part of being a good citizen.
Guillermo Correa
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