{"id":231600,"date":"2026-04-09T11:32:05","date_gmt":"2026-04-09T15:32:05","guid":{"rendered":"https:\/\/www.globalgiving.org\/learn\/?p=231600"},"modified":"2026-04-09T11:32:05","modified_gmt":"2026-04-09T15:32:05","slug":"aid-cuts-uk-germany","status":"publish","type":"post","link":"https:\/\/www.globalgiving.org\/learn\/aid-cuts-uk-germany","title":{"rendered":"SURVEY: Why Collective Action Matters More After Aid Cuts In The UK And Germany"},"content":{"rendered":"<p>A new behavioural study conducted by GlobalGiving UK in partnership with Professor Hanna Zagefka at Royal Holloway, University of London surveyed just over 2,000 participants across the UK and Germany to explore how awareness of government aid cuts reshapes social norms around generosity.<\/p>\n<p align=\"center\"><a class=\"btn\" href=\"https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Report_-The-psychology-of-giving-following-government-aid-cuts-by-GlobalGiving.pdf\">Explore the full results<\/a><\/p>\n<p>The research found that mentioning government aid cuts within survey questions was associated with lower perceived importance of aid and reduced motivation to give. Rather than galvanising generosity, reminders of cuts appeared to normalise them.<\/p>\n<p>When participants were shown information about aid reductions, they were less likely to describe aid as essential, less likely to frame it as a moral duty and less emotionally engaged overall. The signal many appeared to take from government cuts was not \u201cthe need is greater, I must act\u201d, but something closer to \u201cthis is no longer a priority\u201d.<\/p>\n<p>For a sector navigating shrinking public budgets, this has significant implications. Fundraising strategies that spotlight cuts in an attempt to generate urgency may unintentionally dampen support.<\/p>\n<h3>Responsibility is shifting upwards<\/h3>\n<p>While individual motivation to donate appeared to weaken, expectations of who should step in shifted sharply towards other institutional actors.<\/p>\n<blockquote class=\"box_bottomMargin1 box_verticalPadded1 box_horizontalPadded6 text_fontSizeLarger col_ggPrimary1Text\"><p>Around 80% of UK respondents and 90% of German respondents said philanthropists should help fill funding gaps created by government aid cuts. In the UK, 64% also expected companies to step in, rising to 78% in Germany.<\/p><\/blockquote>\n<p>Governments were still seen as primarily responsible overall. After governments, respondents looked to high-capacity private actors rather than individual donors. In both countries, individual donors were consistently viewed as the least responsible for filling the gap.<\/p>\n<h3>What drives giving after government aid cuts<\/h3>\n<p>The study also found that donation behaviour was strongly associated with social norms and emotional engagement. Participants who were emotionally affected by the withdrawal of funding, and those who viewed aid as morally essential, were significantly more likely to donate and to pledge higher amounts.<\/p>\n<p>Generosity proved most resilient when it felt collective. When giving was framed as part of a shared effort, people were more engaged. When it felt isolated or detached from a broader response, motivation weakened.<\/p>\n<p align=\"center\"><em><strong><a href=\"https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Report_-The-psychology-of-giving-following-government-aid-cuts-by-GlobalGiving.pdf\" rel=\"noopener\" target=\"_blank\">Explore the full results of the survey.<\/a><\/strong><\/em><\/p>\n<p align=\"center\"><a href=\"http:\/\/https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Report_-The-psychology-of-giving-following-government-aid-cuts-by-GlobalGiving.pdf\"><img loading=\"lazy\" decoding=\"async\" width=\"240\" height=\"300\" src=\"https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Untitled-design-240x300.png\" alt=\"\" class=\"aligncenter size-medium wp-image-231606\" srcset=\"https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Untitled-design-240x300.png 240w, https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Untitled-design-819x1024.png 819w, https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Untitled-design-768x960.png 768w, https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Untitled-design.png 1080w\" sizes=\"(max-width: 567px) 100vw, (min-width: 568px) 80vw, (min-width: 1024px) 33vw\" \/><\/a><\/p>\n<p align=\"center\"><a class=\"btn\" href=\"https:\/\/www.globalgiving.org\/learn\/wp-content\/uploads\/2026\/04\/Report_-The-psychology-of-giving-following-government-aid-cuts-by-GlobalGiving.pdf\">Explore the full results<\/a><\/p>\n<small class=\"js-learnProjCaption layout_center box_topPaddedHalf text_fontSizeSmallest\"><span class=\"text_4i js-getProjTitle\">Invest Monthly in Kid's Future in Rural Taiwan<\/span> by <a href=\"https:\/\/www.globalgiving.org\/donate\/32442\/teach-for-taiwan\/\" class=\"js-getOrg link_subtle text_underline text_4n col_defaultText\" target=\"_blank\">Teach For Taiwan<\/a><\/small>\n","protected":false},"excerpt":{"rendered":"<p>A new behavioural study conducted by GlobalGiving UK in partnership with Professor Hanna Zagefka at Royal Holloway, University of London surveyed just over 2,000 participants across the UK and Germany to explore how awareness of government aid cuts reshapes social norms around generosity. Explore the full results The research found that mentioning government aid cuts [&hellip;]<\/p>\n","protected":false},"author":226,"featured_media":231617,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[13,82],"coauthors":[10977],"class_list":["post-231600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gg-test-lab","tag-fundraising","tag-smart-giving"],"acf":[],"cp_meta_data":{"_edit_lock":["1776788881:151"],"_oembed_33c806fc0f00363f43f425d8b00f4f7d":["{{unknown}}"],"_edit_last":["151"],"intro":["Recent survey results show the importance of reinforcing shared norms and visible collective action following government aid cuts in the UK and Germany.\r\n<hr>\r\n&nbsp;\r\n\r\n\r\n"],"_intro":["field_581c8d225094f"],"audience":["a:2:{i:0;s:9:\"Nonprofit\";i:1;s:5:\"Donor\";}"],"_audience":["field_59cbfbe631a0c"],"main_featured_post":["no"],"_main_featured_post":["field_5bace81ab977c"],"nonprofits_featured_post":["no"],"_nonprofits_featured_post":["field_59de55755aeb1"],"companies_featured_post":["no"],"_companies_featured_post":["field_59de561bd6d34"],"donors_featured_post":["no"],"_donors_featured_post":["field_59de5661cb9a2"],"spanish_content":["no"],"_spanish_content":["field_5bbf98a698710"],"post_bottom_cta_url":[""],"_post_bottom_cta_url":["field_581cef001838d"],"post_bottom_cta_anchor_text":[""],"_post_bottom_cta_anchor_text":["field_581cef38e7e5e"],"staff_favorite":["no"],"_staff_favorite":["field_59cbfe0342f46"],"ranking_label":[""],"_ranking_label":["field_59c1391139d75"],"second_author_image":[""],"_second_author_image":["field_59c5533f5c82a"],"third_author_image":[""],"_third_author_image":["field_59c553de5c831"],"_yoast_wpseo_primary_category":["4"],"_yoast_wpseo_focuskeywords":[""],"_yoast_wpseo_keywordsynonyms":[""],"_yoast_wpseo_estimated-reading-time-minutes":["2"],"custom_permalink":["aid-cuts-uk-germany"],"_yoast_wpseo_content_score":["90"],"_yoast_wpseo_focuskw":["government aid cuts"],"_yoast_wpseo_linkdex":["78"],"_thumbnail_id":["231617"],"_yoast_wpseo_title":["What Drives Giving After Aid Cuts? 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