Charity Market Research: How People Want to Engage With Charities

At Angelfish Fieldwork, our Pulse Surveys are all about listening to real people. This time, we explored a topic that’s increasingly important for both employers and charities: charity engagement – at work and beyond.

Through our latest charity market research, we asked our Angelfish Opinions community about their views on charitable giving, workplace CSR (corporate social responsibility), and what would actually get them involved. Some of the questions were also submitted by the brilliant team at Diabetes UK, who were keen to hear how people feel about donation increases and transparency.

Here’s what we found – and what it means for charities looking to connect with supporters in more meaningful ways.

Who We Asked

We heard from a wide range of people across the UK. While the workplace was a key focus, we also explored broader themes like donation habits, fundraising preferences, and what people want from the charities they support.

Workplace Giving: A Missed Opportunity?

When we asked people to choose the three things that matter most to them at work, the results were clear:

• Pay came out on top (87%)
• Followed by working from home (60%)
• And annual leave (52%)

At the other end of the scale, just 10% selected corporate social responsibility, and only 7% chose volunteering time,

That might sound disheartening for charities – but it’s not the full story.

When we asked whether their employer had a charity partner or CSR programme:

• Only 31% said yes
• 41% said no
• And 27% weren’t sure

And when it came to hearing about charitable activity at work:

• 44% said they rarely or never hear anything

So, what’s really going on?

It’s not that people don’t care about charity – it’s that charity at work often isn’t visible, accessible, or engaging enough. For many, it’s simply not on the radar. And that’s a huge missed opportunity for both employers and charities.

People Want Flexible, Inclusive Ways to Get Involved

We asked people which charity activities they’d consider taking part in. The most popular by far was the mindfulness challenge (68%) – followed by trekking (53%) and wild camping (36%).

More intense or niche activities like martial arts (21%) and virtual triathlons (24%) were less appealing.

The message? Accessibility matters. People want to support causes they care about – but they need options that fit their lifestyle, abilities, and interests.

We also asked what kinds of challenges people would love to see charities introduce next. Here are just a few of the brilliant suggestions:

“A readathon. As a society we don't read enough – this would encourage people to start reading again and raise money for charity.”

“Volunteering or doing something that directly helps – like litter picking, community improvement work, or maintaining public spaces.”

“A ‘Swap the Roles’ day – where participants swap roles with someone whose daily life is very different from their own.”

“An eco-challenge where participants commit to sustainable habits like zero waste or no single-use plastics for 30 days.”

“More virtual events so people of all abilities can take part.”

“Fun stuff like sitting in a tub of beans or jelly – why not?”

These ideas reflect a few key themes:

• Inclusivity: Not everyone wants to run a marathon – and they shouldn’t have to.
• Community impact: People want to feel like they’re making a real difference.
• Creativity: From readathons to eco-challenges, people are ready to think outside the box.

And crucially, many of these ideas could be easily integrated into workplace CSR programmes. In fact, they’re the perfect opportunity for colleagues to collaborate, share skills, and get involved in something meaningful together – whether it’s a lunchtime litter pick, a team-wide readathon, or a virtual challenge that brings remote workers together.

Donation Increases: Transparency Builds Trust

We also explored how people feel about monthly donation increases – and the results were surprisingly positive.

• 66% said they’d be very or somewhat likely to continue giving if their favourite charity increased their donation by £2–£3.
• Only 9% said they’d cancel.

But there’s a catch: transparency is key.

When asked what would make them feel comfortable with a donation increase:

• 50% said a breakdown of how the extra funds would be used
• 25% wanted stories showing impact
• 14% wanted evidence of growing demand
• And just 6% said independent audits

In other words, people don’t need a formal report – they just want to know their money is making a difference.

We also asked about the maximum increase people would tolerate:

• 35% said £2–£3
• 22% said £5
• 12% said more than £5
• 12% wouldn’t accept any increase at all

The takeaway? Small increases are acceptable – but only if you explain why. In a cost-of-living crisis, every penny counts. Charities need to be upfront, human, and honest in how they communicate changes.

What This Means for Charities

This Pulse Survey offers a clear message: people do care about charity – but they want it to feel relevant, accessible, and transparent.

Here are three key takeaways for charities looking to engage supporters in the workplace and beyond:

1. Invest in Workplace Outreach

If people don’t know about your charity partnership, they can’t engage with it. It’s not just the employer’s job to promote CSR – charities can play a proactive role too. Consider developing outreach packs, internal comms toolkits, or even drop-in sessions to help employers bring your cause to life in their workplace.

2. Offer Flexible, Inclusive Ways to Get Involved

Not everyone wants to climb a mountain. Offer a mix of physical, creative, and community-based challenges that people can do at work, at home, or online. Think team readathons, skill-sharing workshops, or eco-friendly pledges – all of which can be tailored to different teams and abilities.

3. Be Transparent About Donations

If you’re increasing monthly donations, explain why. Show where the money goes. Share stories. Build trust. People are more likely to stick with you if they feel informed and valued.

Want to Understand Your Audience Better?

At Angelfish Fieldwork, we help charities connect with real people to uncover real insights. Whether it’s understanding your audience, testing new fundraising ideas, or exploring attitudes to giving. Explore our charity market research services today.

We’ve worked with charities of all shapes and sizes to recruit the right participants for their research – from Gen Z breast cancer awareness campaigns to donation behaviour studies.

And if you want to see what we’re up to as a workplace – including how we support charities internally – follow us on LinkedIn to stay in the loop.