Report highlights need to rebuild pride in place across the South East

A major new report from the Charities Aid Foundation (CAF) has revealed growing challenges around local pride, community connection and confidence in the impact of charities across the UK – findings which Hampshire & Isle of Wight Community Foundation (HIWCF) says underline the importance of place-based giving.

CAF’s UK Local Giving 2026 report found that nearly half of people across the UK do not know whether charities are making a positive difference where they live, while only 53% of people in the South East said they felt a sense of pride in their local area. Just 55% believed charities had made a positive impact in their community.

The research also showed that where people feel more connected to their communities and can clearly see the impact of local charities, they are significantly more likely to donate, volunteer and become involved in local life.

The findings come at a time when the Government is placing increased emphasis on community-led philanthropy and civic renewal through its new Our Place to Give strategy, which aims to strengthen local giving and support place-based philanthropy across England.

Alongside this, the Government’s Pride in Place programme will invest in communities across the country – including seven areas in Hampshire – to help residents shape the future of their neighbourhoods and build stronger community connections.

HIWCF says the new CAF research demonstrates exactly why this work matters.

Jacqui Scott, HIWCF CEO, said: “This report paints an important picture of how people feel about the places where they live and the role charities and community groups play within them.

“What is particularly striking is the clear connection between local pride, community engagement and generosity. When people feel connected to a place, and when they can see the positive impact charities are having locally, they are much more likely to give their time, money and support.

“At the same time, the findings also show that many people simply do not know whether charities are making a difference in their area. That tells us we need to do more collectively to strengthen visibility, trust and connection between communities and the organisations supporting them.”

“The Government’s renewed focus on place-based philanthropy through the Our Place to Give strategy and Pride in Place programme is therefore extremely welcome. It recognises that thriving communities are built not just through investment, but through local people feeling ownership, belonging, and pride in where they live.”

HIWCF says the findings strongly reflect the aims of its own Give Together, Give Local campaign, which encourages people across Hampshire and the Isle of Wight to pool donations and direct funding toward some of the region’s most disadvantaged and underfunded communities.

The campaign focuses on supporting grassroots charities and community groups tackling some of HIWCF’s key areas of impact: poverty and inequality, employability and skills, and health and wellbeing at a local level – helping donors see the tangible impact their giving can make close to home.

Jacqui added:

“Give Together, Give Local is fundamentally about building pride in place. We know there are communities across Hampshire and the Isle of Wight experiencing significant disadvantage, often hidden behind the idea of affluence. By bringing together donations from individuals, businesses and philanthropists, we can direct funding where it is needed most and help strengthen the communities that we know people care deeply about.

“Place-based giving has the power not only to support local charities, but to help people feel more connected, hopeful and invested in the future of their communities.”