What do Scottish donors and politicians really think about charities? A preview of our Scottish Council for Voluntary Organisations findings
If you work in the Scottish charity sector, you will probably recognise the mood. Public goodwill can feel fragile, political attention is stretched and the pace of the news cycle leaves little room for reflection. Against that backdrop, it is worth asking a simple question: what do Scottish donors and politicians actually think about charities right now?
Over the past decade, nfpResearch has been tracking attitudes towards charities in Scotland, surveying both the general public and Members of the Scottish Parliament. Next week, at the Scottish Council for Voluntary Organisations (SCVO) conference in Edinburgh, Heather, Peter and Miriam from our team will be sharing the latest findings. This blog offers a short preview of what the data tells us.
Trust holds steady: giving shows signs of growth
There is some genuinely encouraging news for the sector. Charities continue to be among the most trusted institutions in Scotland and that trust has remained relatively stable even as confidence in other organisations has fluctuated.
Giving levels have also recovered from their pandemic lows. Scottish donors are now giving the highest average amounts compared with other parts of the UK and many say they expect to give more over the coming year. In a challenging environment, this resilience should not be taken for granted. It reflects a public that still values the role charities play, even as household finances remain under pressure.
Think local, act Scottish
One of the clearest patterns in the data is the growing importance of localism. Seven in ten people in Scotland say they would prefer to support a Scottish or local charity, while six in ten want their donation to be spent within Scotland itself. This preference has strengthened over time, with the proportion saying they have no preference falling from around a third in 2017 to just one in five today.
This does not mean that UK-wide charities are excluded. When respondents are asked to name Scottish charities, many mention organisations with a national footprint but a visible and meaningful presence in Scotland. The distinction appears to be less about where an organisation is headquartered and more about whether it can demonstrate genuine Scottish relevance and impact. Donors want clarity about where their money goes and they want that impact to feel close to home.
A window for engagement – but act now
The political context in Scotland is also shifting. The 2026 Holyrood election is set to reshape the parliamentary landscape. While the SNP remains ahead, the picture has become more fragmented, with Reform UK polling strongly and Labour support having slipped.
For charities, this creates both opportunity and risk. Around three-quarters of the Scottish public support charities speaking up for the communities they represent, even on contested issues. The MSPs we have surveyed also express openness to engaging with the sector, particularly where organisations bring local insight and lived experience.
However, this moment will not last indefinitely. A record 39 MSPs are standing down ahead of the election, close to a third of the Parliament. That includes senior figures and experienced ministers. After nearly two decades of SNP government, some of those remaining may be less energised by sector engagement than in the past. Long‑standing relationships are likely to be disrupted and many charities will need to start again with new representatives.
That disruption cuts both ways. New MSPs will be looking to understand the priorities of their constituents and the organisations working in their communities. Charities that can offer clear, local evidence and constructive engagement will be well placed. Those that wait until after the election may find themselves competing for attention in an already crowded space.
Come and talk to us
We will be presenting the full findings at the SCVO conference on 10 February. Heather, Peter and Miriam from nfpResearch will be there and we would welcome the chance to talk through what this research means for your organisation.
If you are attending the conference, do come and say hello. If not and you would like to find out more, you can contact Peter at peter.dawson@nfpresearch.com. We are always happy to talk.