According to a recent report by YouGov, the number of adults in the UK who say they are likely to make charitable donations has, over the first 24 weeks of 2020, remained pretty much in line with the same period in 2019. And, in some weeks, has even exceeded the figures recorded in 2019.
There is no doubt that this is very welcome news for the charitable sector as a whole. However, the research highlights some potential challenges especially for the smaller charity and for those not involved in health, medical, animals and young people. Notably, these four areas represent the most popular areas for Britons donating. And Cancer Research, Macmillan, the British Heart Foundation and the National Trust have been at the forefront of people’s minds with Word of Mouth scores being consistently above the national average. High profile campaigns such as Colonel Tom Moore’s 100th Birthday Walk and the National Trusts much publicised decision to keep its gardens and grounds open and free of charge has helped to boost this trend.
So for the smaller charity – not necessarily involved in any of the four key sectors – where are the opportunities for fundraising in the months ahead? In a world where social distancing could be the new normal.
The YouGov research suggests that one potential opportunity lies within social media and virtual events. During lockdown one third of those aged between 18 and 24 who use social media participated in a social media fundraiser. They cite the “Run 5, Donate 5, Nominate 5” challenge as a particularly good example. In addition, nearly two thirds of this age group are also willing to attend a digital fundraiser event. And when you consider that this age group, according to the YouGov research, are the least likely to donate, this route could unlock a previously untapped source of funds for charities.
