Q4 2025 offered plenty of reasons for optimism across the charity sector. Despite ongoing economic pressures, the final months of the year highlighted clear signs of resilience – from rising audience consideration to the growing impact of sustained investment.
As we move into 2026, these learnings are already shaping brighter opportunities. Beneath the caution, momentum is building, with organisations finding new ways to connect, influence and grow.
Here’s a look at the key takeouts from the quarter and what they mean for charities planning their next steps in the months ahead
Resilience in a challenging economic climate
Key takeout
Economic conditions remain tough. Inflation rose to 3.4%, while consumer confidence stayed broadly stable at 99.6. Media investment across the charity sector reached £221m in Q4, up 3% year on year. But once inflation is taken into account, overall spend was effectively flat. Despite this pressure, consideration for charities increased by 3%, reaching 18.1%, signalling a level of resilience in giving intent.
What this means for charities
This pattern mirrors wider UK market behaviour. As highlighted by the IPA Bellwether Report, many organisations are holding budgets steady in response to ongoing uncertainty. While this caution is understandable, it also creates a moment of opportunity. Charities that can invest more confidently – even in small, strategic ways – are more likely to strengthen their position and emerge in a better place when economic conditions begin to improve.
Younger audiences are re-engaging – brand still matters most
Key takeout
Consideration remains strong among people aged 50+, sitting at 19.3%. More notably, there has been a significant improvement among 18–24s, with consideration up 15% to 16.2%, driven by recovering awareness. While Buzz declined by 7% to 4.2%, this follows a sharp increase the previous year and levels remain above historic norms – particularly among younger audiences.
What this means for charities
Brand health continues to be the strongest indicator of both short- and long-term income potential. It’s encouraging to see younger audiences becoming more open to charities, even as buzz stabilises after a period of rapid growth. Charities that invest in strong, effective creative and a more diversified channel strategy are better placed to sustain interest, build resilience and protect future income in a changing market.
TV was a key channel in Q4, but balance is key
Key takeout
TV investment grew by 13% year on year, although December costs were significantly higher as shorter ad formats became more common. This points to increasing efficiency pressures within the channel. At the same time, these shifts have opened opportunities, allowing smaller charities to gain share of voice as larger organisations adopted more selective TV investment strategies.
What this means for charities
While TV played a leading role in Q4, this focus often came at the expense of other channels. Social media investment, for example, remained flat despite strong growth earlier in 2025. To get the most from budgets, charities should continue to review their channel mix holistically, making sure investment choices deliver short-term impact without undermining longer-term brand strength.
Long-term messages are delivering results
Key takeout
Committed Giving messaging was a major focus in Q4, with investment up 29% year-on-year. Legacy trigger scores rose by 10% following sustained media investment of £17.7m, up 14% annually. At the same time, brand investment continued to decline, pointing to an ongoing shift towards shorter-term income priorities.
What this means for charities
The uplift in legacy trigger scores shows that sustained, early investment in long-term messaging is paying off. It reinforces the importance of planning ahead and maintaining consistency, rather than relying on short-term tactics alone. As competition in these spaces increases, charities that stand out through clearer messaging, smarter timing and more precise audience targeting will be best placed to maximise future income.
Speak to the team: Apollo-DataScience@medialabgroup.co.uk for a copy of the pack or to find out more.
