COVID-19 and its effects have many charities questioning fundraising initiatives, wondering how to move forward in a meaningful way amidst the rampant uncertainty. What’s the next big thing? and How do we adapt to the future methodology of giving? have been new questions at the centre of vital fundraising efforts.
For many charities, individual giving has skyrocketed as the pandemic has forced many people to work from home and restrict travel, providing a captive audience for direct mail and newly and nimbly adapted digital activities.
Let’s start with ‘the next big thing’—a unicorn—a rare bird, an unobtainable quest. Does that mean we should stop searching?
Maybe not, but let’s put it in to perspective.
We have seen many charities flourish as they adapt to a changing world, especially in the digital space. At the same time, many have cut funds or chosen not to invest further into fundraising budgets or programs, hunkering down to wait out the pandemic. Ultimately, this has left a void which has benefited charities who have remained in the acquisition market.
Most charities are successful because they have chosen to focus on the ‘bread and butter’ of fundraising—keeping it simple and sticking to the tried-and-true basics of fundraising for acquisition and retention, including methods such as direct mail, regular giving, major giving and gifts in wills/bequests. These strategies are the foundations of fundraising and are what sustain charitable organisations through the medium to long term.
The toll of COVID-19 on face-to-face fundraising, charity events and in-person volunteering has emphasised the need for charities to incorporate a diversified fundraising portfolio. Utilising strong supporter journey experiences alongside good old-fashioned relationship fundraising, combined with being actively aware of the importance of being responsive and ready to adapt in the ever-changing marketplace is the cornerstone to successful fundraising during these volatile times.
Remembering it is vital to note that fundraising diversification has always been the key to success, especially when weathering any force of nature, fire, flood, plague or pestilence, although we understand that not all fundraising activities are appropriate for all charities. With that said, it is also important for charities to recognise and understand the distinction and to delegate appropriate resources to cut their cloth to suit in order to maximise the fruit of their efforts.
Kerin Welford
Director, Bluestone Fundraising
