A Shared Approach to Giving How U.S. and U.K. Donors Support the Causes They Care About Most

Generosity is common across borders, but the ways people decide to donate money can look different in different places. Donors’ approaches and preferences for charitable giving in the United States and the United Kingdom are mostly similar but there are a few key differences in how they think about donating.

Where U.S. and U.K. Donors Align

Despite living on opposite sides of the Atlantic, American and British donors share largely similar philanthropic habits:

• They’re Loyal Supporters: More than half of donors in both countries tend to give to the same organizations year after year — 57% of U.S. donors and 61% of U.K. donors. This highlights the importance of building lasting relationships and delivering results that keep donors engaged.
• They Prefer to Stay Anonymous: A majority of the donors in both countries prefer their contributions to remain anonymous. However, U.S. donors are more comfortable with public recognition — 33% say they don’t mind being acknowledged, compared to just 8% of British donors.
• They Discover Causes Organically: Instead of actively researching charities, donors in both countries frequently discover charitable causes during their day-to-day activities. 62% of American donors and 56% of British donors say they typically find organizations this way, such as through conversations, events, or online exposure.

Planned vs. Spontaneous Giving

Both groups show a mix of planned and spontaneous giving styles, but U.S. donors are more likely to plan ahead. Over half report pre-planning their donations, compared to 35% of U.K. donors. This suggests that charities looking for donations from American donors might benefit from sharing their giving calendars, impact reports, or campaign timelines to engage pre-planners.

Differences In Where Giving Goes: Local vs. Global Focus

One of the most notable differences lies in where donations are directed:

• 64% of American donors focus their giving on local or national causes.
• In contrast, only 45% of British donors do the same.
• 36% of U.K. donors say their giving is split evenly between local and international charities.

This doesn’t mean Americans are disinterested in international causes. Rather, it reflects geography and culture. The U.S. spans thousands of miles; indeed, donating to the California wildfires from New York may feel just as distant as donating to many countries abroad. Meanwhile, British donors may feel more naturally connected to international issues due to the U.K.’s smaller size, proximity to Europe, and global historical ties.

Regardless of geography, the key factor affecting donor behavior remains the same: feeling a strong connection to a cause or area is the most important determining factor in where donors in both nations choose to donate. If donors feel their values align with an organization’s mission — and that their gift will make a difference — they’re more likely to give, no matter where the cause is located.

Key Takeaways for Charities

• Consistency matters: Cultivate donor loyalty by regularly showing impact.
• Respect privacy preferences: Offer opportunities for anonymous giving, but tailor recognition options based on donor comfort.
• Stay visible: Meet donors where they are — social media, events, or personal networks — to spark organic engagement.
• Plan with purpose: Especially for U.S. donors, structure campaigns with clear timelines and giving goals.
• Global giving takes storytelling: To reach American audiences with international causes, create compelling narratives that build emotional connection.