2025 has sent shockwaves through the charity sector. Organisations are scrambling for something—anything—to slow the descent, as the world seems to speed up around them.

But let’s be honest: the warning signs have been there for a while.

The UK’s donor landscape has been undergoing a quiet revolution. Traditional giving models are fading fast, while the pressure to rethink long-standing strategies has never been higher. It’s a nerve-wracking moment—but one that’s also full of potential.

That tension is captured powerfully in the UK Giving Report 2025 from the Charities Aid Foundation (CAF). Based on insights from 13,000 participants, this report offers a detailed snapshot of last year’s giving behaviours. It’s packed with data, analysis, and key lessons for navigating a sector in flux.

At Shape History, the impact-first agency, we’ve taken a closer look. We’ve pulled out some of the most revealing insights, explored what they might be telling us about the future of fundraising, and offered practical steps your organisation can take in response.

Download the full report Fundraising in Freefall now, and start planning for what’s next.