For such a time as this | A reflection from our CEO
For such a time as this.
A 5-minute read.
Over the last few years, inflation has affected us all. Here in the UK, the cost of food, energy, rent, wages and essential services has risen significantly.
The same is true across the world—often with an even greater impact on communities already facing poverty, conflict, natural disasters and the effects of climate change.
For charities, this creates a difficult tension: the cost of helping people has increased, while the income available to provide that help has come under growing pressure.
A CRY feeding programme for Burmese refugee children in Thailand.
Recent research shows just how significant that pressure has become.
In 2025, donations from the British public fell from £15.4 billion to £14 billion—a reduction of almost 10% in one year. There are now approximately six million fewer donors than there were a decade ago.
Giving to overseas causes—where all of CRY’s work takes place—has been particularly affected.
Charity Commission data also shows that, in 2024, 41% of charities were spending more than their income.
But against that backdrop, CRY made a deliberate choice.
Some of our benefeciaries, enjoying learning in Kibera, the largest informal settlement in Africa.
We chose to step forward.
When the costs facing our project partners increased, we had a choice. We could reduce our support and ask our partners to do more with less. Or we could step forward.
We chose to step forward.
For the majority of our partners, we increased our regular support—in many cases by approximately 30%—so they could continue providing food, education, care and relief to vulnerable children.
Here in the UK, we have responded with the same mindset.
As families have faced increasing financial pressures, our nine charity shops have continued providing good-quality clothing, household goods and other essentials at affordable prices.
Our shops exist to raise vital funds for CRY’s work, but they also serve their local communities.
We want them to remain places where people can find good products at prices that genuinely help.
But the gap keeps growing
CRY is not immune to inflation. The cost of delivering our work has risen significantly, while many regular donations have understandably remained at the same level.
Over time, that creates a growing gap. Charities cannot simply pass inflation on to the people they serve.
And we do not want rising costs to mean reducing our commitment to the children and communities we have promised to stand alongside.
For such a time as this
We believe that God has entrusted this work to us for such a time as this.
For almost 35 years, CRY has responded to poverty, crisis and injustice around the world. Through every season, faithful supporters have enabled us to bring practical help, opportunity and hope to vulnerable children.
We do not believe this is the moment to retreat from that calling.
We believe it is a moment for wisdom, courage, faith—and generosity.
CRY CEO during his last visit to the CRY x CORASON kids club in Quechua communities in Peru.
An invitation to step forward with us
If you have faithfully supported CRY for many years, would you consider reviewing your monthly donation?
Could £10 become £15?
Could £20 become £25?
Could you add another £5, £10, £15, or £20 each month? For many of us, a small increase here can translate into something very tangible elsewhere.
An additional £5 a month provides a month of breakfasts for a child in Haiti.
An additional £10 a month provides a month of positive activities for three children in Kenya.
An additional £15 a month is paying one month of school fees for a child in South Sudan.
An additional £30 a month is supporting a teacher’s salary for an entire month in Masailand, Tanzania.
CRY x Hands and Feet kids club and feeding programme in the Philippines.
We recognise that rising costs have affected our supporters too.
Nobody should give beyond what they can afford, and we are deeply grateful for every person who already stands with CRY. But for those who are able, even a relatively small increase in regular giving can make a significant difference.
When costs increased globally, we increased our support to our partners. When costs increased here at home, our shops continued serving their communities. When crises multiplied, we continued to respond.
Now, if you are able, we are asking you to step forward with us.
Let generosity rise with the need—so that rising costs never mean reducing our commitment to vulnerable children.
