New analysis has revealed that an average of 20% of Wiltshire residents turned to charities for essential support last year, with the figure rising as high as 23% in some areas.
The data, compiled by Ansvar Insurance using the Charities Aid Foundation’s (CAF) Local Giving Report 2025 and interactive data map, highlights how heavily local communities rely on voluntary organisations to meet day-to-day needs. Support ranged from mental health care and debt advice to medical assistance and practical services.
However, the report also paints a worrying picture for the sector. Despite growing demand, CAF’s National Giving Report 2025 shows the proportion of people donating has fallen to just 50% – the lowest level since records began in 2016. Of those who gave, most chose national charities over local ones.
Adam Tier, Head of Underwriting at Ansvar, said the figures underline the pressures facing Wiltshire charities.
“The data illustrates how vital charity organisations are in Wiltshire communities, often addressing gaps left by statutory services, and doing so under financial and operational pressure,” he explained.
The research also revealed a clear disparity between areas, with some parts of Wiltshire seeing 17% of residents dependent on charity help, compared with up to 23% in others.
Adam added,“Our experience of working closely with charities has shown just how essential their services are for many individuals and families. The challenge, and opportunity, for donors and policymakers is to help balance the disparity by directing more resources from affluent communities to those facing the highest levels of need.”
He urged policymakers to find ways to channel more funding into areas with greater demand, while encouraging charities to develop sustainable models capable of withstanding financial strain. He also suggested donors could make a significant difference by choosing to support smaller, local charities rather than only national causes.
For full details, including the interactive map of local giving across the UK, visit: CAF Local Giving Report 2025.
