Charities still need to raise money – incomes have been drastically hit but the demand for services are increasing.
- Go digital – over the last few years I’ve encouraged you to introduce digital fundraising as part of your fundraising strategy. Now more than ever your website should reflect what your charity is doing in the community, with good news stories of business as usual or how your services have evolved because of COVID. Use all the avenues available via links from your website – donation pages, Facebook donate, Instagram donate, Amazon Smile and charity shopping fundraising sites such as EasyFundraising. Hold virtual events using video conferencing platforms such as Zoom or Google Hangouts Meet or virtual sporting events using sports platforms such as Strava.
- Get personal – use this time to send direct personalised messages to your existing supporters and tell them what the pandemic means for your charity in terms of your finances, delivering your services, beneficiaries, staff and volunteers. Ask your trustees to talk directly to your funders to ensure they are aware of your financial situation, they may be in a position to extend your funding or help you reapply for different streams.
- This is an emergency – if you are in real trouble, now is the time to tell your supporters and community that you will not survive without their support. Highlight what closure will mean for your beneficiaries – now is the time for an emergency appeal. To avoid saturation and donor fatigue why not think about having a joint campaign with other local charities.
COVID is not going to be over – even after lockdown is lifted. The emotional fallout will impact on the community for years to come. Fundraising will not be the same and we will all have to learn new skills to survive.