Impact-first agency Shape History has analysed Charities Aid Foundation's annual UK Giving Report to draw out fundraising opportunities. CAF's 2025 edition of the report was published on 27 March, based on a representative sample of 13,000 participants. While the UK public donated an estimated £15.4 billion to charity in 2024 (an increase of 11%), the total number of people giving to charity in that year dropped to 50% for the first time since the report was first published in 2016.