As the cost of living continues to rise across Australia, its impact is being felt not only at kitchen tables, but also in the donation patterns of individuals. Insights from the 2025 survey, encompassing responses from over 3000 Australian adults with feedback on more than 50 leading charities, sheds light on how economic realities are reshaping generosity.
Donations steady but pressures are mounting
After several years of stagnation, the average donation per adult saw a modest rise in 2025 to $447 up from $427 in 2024, keeping pace with inflation. While this is a slight increase, it marks a continuation of the stabilisation observed in the previous year following a period of steady decline. This growth, though limited, is encouraging amidst broader financial pressures.
At the same time, intentions around future giving remain consistent. The majority of donors (71%) report plans to maintain their giving at current levels over the next 12 months, echoing figures from 2024. Encouragingly, the proportion of people planning to reduce their giving has dropped slightly from 18% in 2024 to 17% in 2025. Meanwhile, those intending to increase their donations rose from 10% to 12%.
While donation amounts remain relatively stable, a troubling trend lies beneath the surface: a shrinking base of active donors. The proportion of Australians who have donated in the past two years continues to decline. This raises critical questions about accessibility, affordability and donor engagement.
Mortgage stress and rent pressure affect generosity
The survey included several new questions examining the impact of cost-of-living challenges on household finances and their flow-on effects on charitable behaviour. One of the clearest themes is the effect of housing expenses on Australians’ financial flexibility. Almost two in five (38%) respondents indicated higher mortgage or rental payments had affected their ability to donate. This connection highlights the fragility of donor behaviour in the face of rising fixed costs — especially those that are outside individuals’ control, such as interest rates and rental market inflation.
As pressures mount, more Australians are turning to support systems, including reporting accessing charitable or government assistance for food, housing, and essential services.
What it all means
The 2025 survey paints a complex picture: Australians remain committed to giving where they can, but the rising cost of living is narrowing the pool of donors. Charities must adapt to this shifting landscape with flexible, inclusive strategies that acknowledge financial constraints while keeping their causes front of mind. McNair recommends focusing on three core strategies:
1. Diversify giving channels Make it easy to donate in small, manageable ways across multiple platforms.
2. Maintain visibility In tight financial times, regular contact and strong storytelling keep charities front of mind.
3. Target high-value donors Identify and nurture those with the capacity to give more, even as general giving rates decline.
As Australia navigates an uncertain economic future, we trust these insights will be invaluable for charities seeking to build sustainable, long-term support — even in challenging times.
McNair yellowSquares (and before it, McNair Ingenuity Research and Quadrant Research), has been monitoring public awareness and support of charitable organisations since 1987. This national survey aims to assist charitable and aid organisations in their marketing and public relations activities by providing reference data for planning and performance review.
