This International Day of Charity, we’re exploring the latest Charity Commission research to better understand public trust in charities and what continues to drive charitable giving across the UK.

According to the research, 57% of the public report high trust in charities, second only to doctors and well ahead of banks, councils and MPs. It is a strong foundation for the sector and reflects the value that communities continue to place on organisations that deliver social impact.

The research also provides important insight into what motivates people to give. Belief in the cause (54%) and seeing a genuine difference (45%) remain the strongest drivers of charitable giving. Increasingly, donors want confidence that their support is reaching those who need it most and delivering tangible outcomes.

This is particularly relevant in the current economic climate. Amid cost-of-living pressures, support for causes with a clear local connection is proving more resilient than many large-scale national appeals. When donors can see the difference, their contribution is making within their own communities, charitable giving becomes more personal, more transparent and often more enduring.

For funders and charities, the findings reinforce the importance of demonstrating both accountability and impact. Understanding where funding is needed, ensuring resources reach effective local organisations, and evidencing the outcomes achieved are all essential to maintaining public confidence. Equally important is capturing and sharing the stories behind the statistics, helping donors understand the human impact of their generosity.

International Day of Charity offers an opportunity not only to celebrate the trust charities have earned, but also to recognise the importance of transparency, local insight and impact-led giving in sustaining that trust for the future.