Plymouth revealed as one of the UK’s most generous cities

People in Plymouth are leading the way when it comes to giving to good causes, with a survey by fundraising platform JustGiving showing residents are donating an average of £232 annually.

The research is based on a survey of 4,000 adults across the UK, with the results showing Plymouth stands out for its high levels of generosity. Locals are not only giving, but also actively fundraising, with 83% of residents either having fundraised in the past year or planning to do so in 2025, with mountain climbs, selling items and bake sales/food events proving most popular in the region.

The research highlights that Plymouth residents are most likely to support animals and pets, food banks and hospice care, with 40% preferring to support local causes and charities. Believing their donation would make a bigger difference locally and choosing to support causes close to home were the top two reasons why Plymouth residents preferred to give to local causes and charities.

For some, giving is about more than just a financial contribution – it’s about making a meaningful difference. Plymouth residents are increasingly drawn to causes that they feel connected to emotionally, with many respondents citing personal experiences or connections as key motivators for their generosity.

While Plymouth residents are proud to support local causes, many are also looking beyond the region to help global initiatives. This trend is reflected in the survey results, with 7% of people in Plymouth opting to donate to international charities. A sense of wanting to support causes that affect multiple countries was identified as the driving factor behind this trend.

Celebrity influence continues to be a powerful motivator for charitable donations in Plymouth, with Ryan Reynolds topping the list of public figures who inspire people to give. Many residents are influenced by their idols, who help raise awareness for various causes and encourage action within their communities.

To mark its 25th anniversary, JustGiving has unveiled an interactive map spotlighting the UK’s most generous cities – offering fresh insight into the nation’s giving habits, fundraising preferences, and the causes that inspire people most.

Alongside the map, the fundraising platform has launched a new personality-matching tool to help people discover charities that align with their values and interests – making it easier than ever to give back meaningfully.

Pascale Harvie, President and General Manager of JustGiving, said: “For 25 years, we’ve been proud to support fundraisers from across the country, including Plymouth, helping people raise money for the causes closest to their hearts.

“Since we first began our mission has remained the same – to make fundraising as easy and impactful as possible for everyone. It’s clear this is something resonates with the people of Plymouth.”

To see how Plymouth compares to other cities across the UK and find a charity recommendation suited to your personality visit: https://www.justgiving.com/about/25-years-of-giving