Choose Love
Analysis
Choose Love is a registered charity in England and Wales, based in London. It was registered in April 2018, 8 years ago. Its declared purposes cover education/training, the advancement of health or saving of lives, disability and the prevention or relief of poverty, which this site groups under health and saving lives. Legally it is a charitable incorporated organisation (CIO). It says it makes grants to organisations.
In the financial year ending March 2025, Choose Love reported income of £12.6m and spending of £8.2m, leaving 35% of income unspent that year. Across the 5 years on record, from March 2021 to March 2025, income grew from £42k to £12.6m (+30026%), an average of +317% a year. The sharpest change came in the year to March 2025, when income rose by 4040%. Over the whole period it spent 66% of the income it received.
Among 24,651 England and Wales charities whose main cause is health and saving lives and that reported income, Choose Love sits at the 98th percentile: it is larger than about 98% of them. Against every charity in England and Wales with reported income it ranks in the 99th percentile. Charities of a similar size with the same main cause include Fara Foundation (£12.6m), The Calleva Foundation (£12.6m) and Lloyd's Register International (£12.5m).
In its latest detailed accounts, income came from donations and legacies 80%, trading 11% and charitable activities 9.7%. Charitable activities took 78% of spending and raising funds 16%. Grants to other organisations totalled £4.3m. Reserves of £71k would cover about 0 months of spending at that rate. It employed 29 people.
Income and spending
Where the income comes from
- Donations 80%
- Charitable activities 9.7%
- Trading 11%
- Investments 0.0%
In the charity's own words
In both emergency disaster relief and protracted crises, Choose Love works to identify, close and prevent gaps in support displaced people around the world. We provide grants and other assistance to frontline partners along key migration routes and in countries experiencing conflict, persecution climate change and other drivers of forced displacement.
Similar-sized charities, same cause
| Charity | Location | Income |
|---|---|---|
| Fara Foundation | 8 Waldegrave Road | £12.6m |
| The Calleva Foundation | London | £12.6m |
| Lloyd's Register International | London | £12.5m |
| Style Acre | Reading | £12.7m |