The Government’s Autumn Statement is due later this month, and while we don’t yet know for certain what the Chancellor will announce, we already know how people are feeling: generous, but cautious.
Enthuse’s latest Donor Pulse 2025 shows that while giving levels have stayed steady, a third of people still feel worse off than six months ago. In short: willingness is there, but capacity is tight.
If your early winter results are slower than forecast, that may be why. Supporters aren’t necessarily disengaged; they’re simply waiting. When uncertainty rises, people pause before committing, even to causes they care about deeply.
Why agility matters
December will be decisive. Once the Budget lands and household confidence begins to settle, donor behaviour can change fast (for better or worse). The charities that succeed won’t be those that shout loudest; they’ll be the ones that can move quickly, adjusting message, tone or timing in real time.
That means:
Being ready to pivot. If early creative isn’t performing, build in triggers to test a new approach mid-campaign.
Using short-lead channels. Social, SMS and email can help you react to the national mood faster than print or broadcast.
Anchoring in empathy. Acknowledge the climate. Donors want to feel understood, not pushed.
Tracking and acting, not waiting. Watch data daily. If engagement dips, test something new next week, not next month.
Turning agility into advantage
We’re already helping teams plan for this moment by providing strategic support, creative problem-solving, and rapid turnaround capacity where it’s needed most.
We know not all charities have the internal capacity to move at speed, especially at such a busy time of year. That’s why we’re on hand to provide perspective, refine mid-campaign messaging, or produce quick creative pivots.
Because uncertainty isn’t the enemy of fundraising, rigidity is.
Whether you’re looking for urgent Winter support or planning ahead for next year, you can get in touch with us here:
