Givealittle's 2025 Generosity Report showed how Kiwis were donating in the past financial year.
The most generous city in New Zealand for Givealittle donations has been revealed in a new report, which shows Kiwis gave $31.6 million to fundraisers this financial year.
The report has also highlighted some of the worthy causes that received money this year, including a woman who needed money for overseas cancer treatment, the Relief Aid Gaza Appeal, and a mayoral relief fund for flood-hit Wairoa.
While Auckland took out the top spot for the amount of money given, with $14.2m, the 2025 Generosity Report showed Gisborne and Northland gave the highest amounts per donation compared with the rest of the country.
Gisborne locals were the most generous, giving $108 on average per donation. Northland was the only other region to crack three figures, with residents donating an average of $100 each time.
“We are highly sympathetic to the challenges many Kiwi households have been dealing with this year, which has also been a hard one for charities, many other organisations, and whole industries,” Givealittle chief executive Lythan Chapman said.
The stories and statistics shared in the report captured a picture of “nationwide giving to nearly every conceivable cause”, she said.
“They are a reminder to us all that the generosity of New Zealanders is unflagging, and when people call for help they will be heard.”
The report showed Kiwis had a soft spot for giving to health-related causes, with 42% of donations going to such fundraisers, totalling $13.2m.
The most-supported page on Givealittle in the year ending June was for Wānaka woman Emma Holden, who needed funds to travel to Shanghai for cutting-edge treatment for her multiple myeloma blood cancer.
Her page raised more than $417,000 for the treatment in a short space of time, showing “how quickly New Zealanders rally when a life is on the line”, the report said.
Kiwis also gave generously to ReliefAid’s Gaza appeal, with more than $191,000 donated and up to $60,000 of donations matched. The support allowed the New Zealand-founded group to provide drinking water to about 60,000 people each month.
Seven of ReliefAid’s nine team members in northern Gaza were killed, while the surviving staff in the south continued their work despite losing homes and loved ones, the report said.
“The generosity and humanity of New Zealanders provided life-saving support for families who had nowhere else to turn,” said ReliefAid founder Mike Seawright.
A popular community-focused cause was the Wairoa mayoral relief fund, started after the town was hit by severe flooding in June 2024.
More than $282,000 was raised across 2152 donations, providing immediate relief for food, shelter and essential supplies.
“This campaign demonstrates how generosity responds not just to individuals, but to entire communities in crisis. It shows the power of collective giving to help towns rebuild after disaster and the Wairoa community has been overwhelmed with the support and kindness they received,” the report said.
Other causes highlighted in the report included the Papakōwhai School’s annual Readathon, which raised $26,000 in one month to bolster funds for teaching assistants and librarians, and the “Power the Brigade” campaign started by Hillmac Electrical to support Havelock Volunteer Fire Brigade, raising more than $10,000.
Board chairwoman Charlottle Lockhart said in the report generosity was not “a number on a page”.
“It is a hand offered when someone stumbles, a neighbour dropping off a meal, a community choosing to stand alongside one of its own. At its heart, generosity is about connection, it binds us together in ways that policy and systems cannot,” she said.
Living with a terminal cancer diagnosis herself, Lockhart said she understood “how fragile life is, and how much difference support can make”.
“These are not just statistics – they are lifelines.”