JustGiving Insights & Actions: Autumn 2023

We looked at the biggest JustGiving trends in peer-to-peer fundraising, individual giving, and more, and couldn’t be more excited to share them with you.

Spoiler alert! The trends we’re seeing on the platform are simply amazing, and very promising for 2024.

From the rise in fundraising pages created, to the high and steady page value, to the exponential growth in contactless giving, it’s clear people are more excited about online fundraising than ever.Keep reading for the latest trends across the UK and Ireland, and what we recommend for your charity’s end-of-year fundraising.


2023 Winter Fundraising Guide
See what’s working for charities and learn how to create and promote your own winter campaign.

Download the free guide

Online fundraising trends: Autumn 2023

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Peer-to-peer fundraising trends

Here’s what we saw on JustGiving in Q1-Q3 2023, compared to the same period in 2022:

  • 12% more Fundraising Pages were created
  • 79% of pages received donations (which matches 2022)
  • 16% more donations were made per page
Fundraising page creation on JustGiving has grown by 12% between Q1 and Q3 2023.

How good is this?! Fundraising on JustGiving’s grown this year – especially exciting as, early in the year, the market braced for a potential downturn. Check out how 80+ charities have adapted their fundraising approach during the cost-of-living crisis.

In addition, average donation value and average raised per page stayed steady following COVID-19. A main reason for this is because fundraisers regained confidence in attending in-person events – suggesting charity donation revenue from events is now reliable again.

The world’s biggest annual one-day fundraising event is London Marathon.

And it’s officially back in full force, with 70% of ALL London Marathon 2023 fundraising taking place on JustGiving, and fundraisers combining to raise over £39 million for good causes!

Regular giving trends

Another big driver of growth in the UK is regular giving, which has risen steadily over the past two years. For some, “little and often” donations are more affordable. And it’s so easy on JustGiving!

Regular giving continues to grow on JustGiving, with an average donation of £16.

Charity confidence: what’s it like in late 2023?

First, we asked fundraisers at charities how confident they were in meeting their 2023 fundraising goals. And with how things are trending on JustGiving this year, we weren’t surprised at the results…

68% said they’re either Super Confident or Quite Confident they’ll reach their target!

How confident are YOU feeling about your fundraising as we approach the end of the year? Vote in our LinkedIn poll to let us know.

Social sharing trends

Sharing JustGiving pages is SO powerful…it accounts for hundreds of millions more pounds raised each year!

We help people share in a snap, with 15 sharing options on every fundraiser’s page. And whether it’s on social media, email, or messaging apps, it’s essential for fundraising success.

Would you have guessed that the highest average donation per share on JustGiving comes from WhatsApp? It’s not even close! See just how valuable this channel is:

Individual giving trends

Individual giving is when people make one-off donations to charity on JustGiving, as opposed to fundraising. Here’s what we’re seeing so far in 2023:

  • A steady rise in individual giving quarter-over-quarter
  • An 8% increase in total raised
  • A 26% rise in the overall number of donations

These stats combined show more people are donating but giving less on average.

*However, we’re NOT seeing that same decline in regular giving: meaning more people are preferring those “little and often” donations recently.

Another major driver of growth is contactless donations.

47% of charities already offer contactless giving as a donation method. It’s a safe and simple way to donate in-person, and people are giving £8 on average – excellent, considering it may be someone just passing through a shopfront!

Thanks to our partnership with LibertyPay, charities using JustGiving can fast-track their contactless giving setup! See examples and how it can work for your charity.

Top winter fundraising tips for charities 2023

Christmas is just around the corner, and it’s a vital time of the year for fundraising. Here’s what your charity needs to know about asking for donations during the festive season:

  • The peak times for donations in December: 9am and 4pm
  • Average donation value is highest between 4pm and 5pm
  • Fundraising slows on the weekends, and Christmas and Boxing Day are quiet.

We’ve just launched our brand new 2023 Winter Fundraising Guide, which includes these specific tips, inspiring examples, the best tools, and advice on how to cut through the end-of-year noise.

It’s completely free and a charity favourite, so we recommend picking it up and putting these tips into action to thrive this season! 👇


2023 Winter Fundraising Guide

See what’s working for charities, get our top timelines and tools, and learn how to create, promote, and report on your winter fundraising.


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