Asia is the world’s second most generous continent, where more than two-thirds of people gave to good causes last year. In fact, people in Asia give away twice as much of their income as those in Europe. This is according to Charities Aid Foundations’ new World Giving Report 2025, which explores the nature of generosity around the world. Asia’s philanthropic landscape is clearly diverse – it is home to four of the top 10 most generous and the least generous countries in the world.
Drawing on the global findings from our research, and country level reports from partners across Asia, here are five takeaways for those seeking to grow philanthropic impact across the region.
1. Giving is cultural, often spiritual, and deeply personal
Across Asia, giving reflects identity, faith, and community. In places like the UAE and Saudi Arabia, faith is a primary driver, with religious giving woven into daily life. In India and Pakistan, nearly half of donors cite duty and tradition as key motivations, while in the Philippines, cultural values like bayanihan (communal unity) and_ kapwa_ (shared identity) underpin generosity.
For funders and intermediaries, this underscores how strategies to grow philanthropy must resonate with local values and beliefs, not just global best practice.
2. Direct giving and informal support are well established
In Asia, 42% of donors give directly to those in need, often preferring this to giving to formal charities. Even in high-income countries, a significant share of giving is informal or routed through religious channels. This practice of direct giving reflects both cultural norms and practical concerns. Donors often feel a stronger connection when helping someone they know or can see.
Therefore, for institutional philanthropy, the challenge is to build trust, increase visibility, and demonstrate impact in ways that feel personal and immediate to potential donors.
3. Volunteering is underdeveloped but has potential
Volunteering rates vary significantly across Asia. Where rates are low, barriers include long work hours, lack of structured opportunities, and limited awareness especially outside urban centres.
Recognising and integrating these informal contributions into national volunteering strategies could unlock significant civic potential.
4. Trust and transparency drive giving decisions
Donors across Asia want to give more, but only if they trust the organisations they’re supporting. In parts of Asia, trust in charities scores well above the global average, but donors consistently express a desire for more transparency. Knowing how donations are used and the impact they have is a top motivator for increased giving. This highlights how charities must not only do good, they must also show how they do it.
For AVPN members, this highlights an opportunity to support capacity-building in impact measurement, governance and strategic communications.
5. Digital channels are reshaping donor engagement
Asia is leading the way in digital philanthropy. In Saudi Arabia, nearly a third of donors first discover charities via social media, more than double the global average. Other parts of Asia also report high reliance on digital platforms for donor engagement, and online campaigns are becoming mainstream, especially among younger donors.
This digital shift offers a powerful tool to reach new audiences and personalise engagement, but it also requires investment in digital literacy, data protection, and inclusive access.
For ecosystem builders, we must make sure that digital innovation enhances, not replaces, the human connection that drives generosity.
What does this mean for AVPN members?
The World Giving Report 2025 reveals Asia’s vibrant, complex and evolving generosity. These insights present some interesting opportunities for AVPN members, as part of the global philanthropy community, to further their connections with donors culturally, emotionally, and digitally.
Join the conversation
Following the donor insights in the World Giving Report, CAF will soon publish insights into the experiences of charities, exploring how funding, resilience and trust differs across the international landscape. We believe that the more we understand charity and giving landscapes – the more we can do to support and nurture positive change.If you would like to join as a partner for World Giving 2026 to tell the story where you are, get in touch with CAF.
