The donor landscape is shifting.
The reliable “regular givers” who powered decades of fundraising success are aging, while a new, more diverse generation of supporters is emerging with different expectations, motivations, and communication habits.
At PDV, we’ve analysed data from charity campaigns and donors to understand what’s really happening, and how charities can future-proof their fundraising. Our recent work with PDSA, the UK’s leading veterinary charity, offers a clear view of what’s next.
1. The Changing Landscape
So much has changed in the charity work, yet the goal remains the same: attract new donors and keep them. The difference? How people choose to connect with causes.
We’re seeing:
- A marked decline in older “traditional donors” who respond to direct appeals out of habit or loyalty.
- Growth among younger, value-led donors who expect transparency, social proof, and measurable impact.
- A shift in giving behaviour, from long-term regular giving to more flexible, “test-and-learn” styles of support like lotteries, raffles, or value exchange products.
2. The Data Behind the Shift
Across our analysis of regular donors, a clear pattern emerged:
- Donors aged 65+ have declined as a share of new sign-ups.
- 18–44s and 45–64s now make up a growing proportion of new supporters.
- Campaign products are evolving regular giving remains strong, but raffle, lottery, and value exchange models have surged since 2015.
In short, the old model of “sign up once and give monthly forever” is fading. The new donor wants flexibility, value, and connection.
3. The New Donor Personas
Our research identified five core donor segments, each with unique motivations and engagement preferences:
- Traditional Donors – Older, loyal, and steady. They value consistency and trust above all else.
- Next Generation Donors – Digital natives who see giving as part of their identity. They expect personalisation and participation. These can be split into 2 cohorts:
- Purposeful Allies – Midlife donors driven by ethics, transparency, and impact. They want to see what their money does.
- Win-Win Givers – Love the sense of value and reward (lotteries, raffles, gifts). They’re practical optimists.
- Engage-First – Younger supporters (under 35) who want experiences, not transactions. They’re socially connected and respond best to storytelling and authenticity.
4. What We Learned from PDSA
Working with PDSA, we saw the demographic transition play out in real-time. Their donor base, once dominated by older, female, home-owning regular givers, is diversifying:
- A clear age shift, with younger supporters engaging through lotteries and value exchange offers.
- A subtle gender rebalance, with more men entering through product-led channels.
- A noticeable homeownership shift, reflecting a younger, more mobile audience.
These trends highlight the importance of channel diversification and data-led targeting. The future of donor acquisition lies in meeting people where they are and not where they used to be.
5. Five Quick Wins for Charities
To thrive in this evolving landscape, we recommend five immediate actions:
- Audit your data – Know who your donors really are and how that’s changing over time.
- Adapt the ask – Personalise tone, product, and value proposition by audience segment.
- Layer your channels – Don’t rely on one touchpoint. Mix direct mail, digital, and social proof to reach people across their journey.
- Engage before you ask – Build emotional connection and trust before the donation ask, particularly for younger audiences.
- Test and learn – Small, data-led experiments will reveal what truly drives response and retention in each demographic.
The Takeaway
The donor demographic shift isn’t just about age. It’s about attitude. The future belongs to charities that listen, learn, and adapt to what supporters want: authenticity, transparency, and value.
At PDV, we’re helping charities like PDSA do exactly that, turning insight into action through smart data, targeted creative, and real human understanding.
