Welcome to Medialab’s latest charity sector overview, produced by our Marketing Effectiveness team to help our partners navigate the evolving industry landscape and inform smart investment decisions.
The second quarter of 2026 unfolded against a complex backdrop, with much of the same socioeconomic impact of the first quarter of the year – ongoing cost-of-living pressures and war between the US and Iran continued to shape public sentiment. However, the second quarter also saw our political landscape shift following Keir Starmer’s resignation and Andy Burnham’s appointment as Prime Minister. The public contended with soaring summer heatwaves, while the 2026 FIFA World Cup provided a major cultural moment with England securing a third-place finish – our best finish since 1966.
Overall, donor consideration remained remarkably stable, even as media strategies and channel dynamics evolved. Below, we unpack the core findings from Q2 2026 and outline key implications for charities.
Economic landscape and overall donor consideration
Insight
Q2 has seen inflation decrease by a quarter to 2.7% and a slight reduction in consumer confidence (OECD: 98.2; -1%). Despite this, consideration to donate remained stable at 17.9%, indicating we are still in a period of overall stagnation.
What this means for charities
Even though global events like the conflict in Iran are adding pressure on households, the impact on giving hasn’t been as severe as it was at the start of the war in Ukraine. However, if financial pressures continue to mount, charities can expect donor consideration and total donations to feel the strain if audiences’ priorities shift.
Marketing messaging remains a vital tactic for mitigating eroding donation intent amid increased financial pressures by reminding audiences of the difference their donations can make and ensuring the cause’s importance remains high on their agenda.
In addition, Charities may seek to use changes in the new Government to further their causes and influence future policy, capitalising on emerging stories to cut through.
Age demographic shifts and brand buzz
Insight
Among age groups, Consideration declined -3% (15.9%) for 18-34-year-olds and -2% (15.7) for those 70 and over. Both groups are more likely to feel the effects of increased costs more than other others. Net Buzz increased to 3.9 (+11%) with growth across all age groups.
What this means for charities
While consideration among these age groups is down, it’s important to maintain high trust levels in charities, which will be key to unlocking monthly donations from these groups in the future. This can be fostered by communicating the impact those donations have on the service users, or engaging them to support through charity shops, gaming and events.
Television investment dynamics and channel costs
Insight
TV investment (£65M; +33%) led to a significant rise in media support this quarter, but below 2023 levels (£89M). However, TV costs increased 16% on the back of reduced viewership, FIFA World Cup, greater use of shorter spot lengths (i.e. 30s) and growth in smaller charities gaining share of voice through the channel.
What this means for charities
Becoming over-reliant on one channel can leave charities susceptible to rising costs and growing competition. They should maintain a diverse media mix where possible and consider incorporating channels such as Press, Radio and OOH, if they are not already, which have been shown to increase Buzz by providing messaging cut-through.
Reinvestment in brand and growth in legacy
Insight
The momentum behind the Legacy investment (£10M; +62%) continues, but trigger scores have remained stable. After deprioritising in favour of performance and short-term income, charities have begun reinvesting in Brand, which more than doubled this quarter (£8M; +118%).
What this means for charities
There is greater competition in the legacy market as charities spend more throughout the year. Brand spend increasing is encouraging, particularly given economic pressures, and those who are front of mind when conditions improve will succeed.
Speak to the team: Apollo-DataScience@medialabgroup.co.uk for a copy of the pack or to find out more.
