New research from the Charities Aid Foundation (CAF) has highlighted a striking trend: the UK’s wealthiest areas aren’t always its most generous.
In fact, the most generous parliamentary constituency in the country, measured by Gift Aid donations as a share of income, isn’t in the capital, the Cotswolds, or the Home Counties. It’s Sheffield Hallam, a diverse area in South Yorkshire.
By contrast, some of the least generous constituencies are among the UK’s wealthiest, including:
- Kensington
- Hampstead and Kilburn
- Islington South and Finsbury
Meanwhile, on a regional level, Northern Ireland came out on top for overall generosity, with North East England not far behind. London, despite being the UK’s economic engine, ranked bottom.
What does this mean?
At first glance, the data challenges a familiar assumption: that major giving naturally comes from major wealth. But it also affirms something many charities already understand, generosity often flourishes where community bonds are stronger than bank balances.
This isn’t just a financial trend; it’s a cultural one. CAF’s findings suggest that:
- People with lower or moderate incomes may give more consistently relative to what they earn.
- Proximity to social need, local identity, and a sense of shared responsibility likely drive higher participation.
- Wealth alone doesn’t predict giving, values and connection do.
Rethinking fundraising strategy
If you’re a fundraiser or leader in the charity sector, this is a moment to pause and reflect:
- Are your efforts focused too narrowly on high-net-worth prospects?
- Are you overlooking local supporters who might give smaller amounts, more consistently?
- Are you building a funding case that shows community backing, not just institutional ambition?
The truth is: community givers create resilience. Their loyalty, belief, and word-of-mouth power form the foundation on which large grants and strategic partnerships are built.
This data also nudges us to consider cultural gaps in philanthropy. Why might wealthier areas be less engaged with giving? Is there a disconnect between those with resources and those in need? And how can charities reshape narratives to bridge that gap?
What we see at Fundin
At Fundin, we support charities across the UK, and one thing stands out: the most successful funding applications often come from organisations with deep local roots and visible community support.
Funders notice this. A project backed by 200 small donations from a local base sends a powerful signal: “This work matters. People believe in it.”
And in a world where trust is currency, that might be more valuable than a cheque from a disengaged donor.
