For many charities, the current pandemic is causing challenging times, especially with fundraising. The cancellation of the London Marathon alone has severely affected charities brand awareness as well as financially. However, all is not lost, individuals like Colonel (Captain) Tom has proven that despite living in challenging times, we are a nation that is charity-minded and we just need to look at new channels to attract donations.
Therefore, it has never been more important for charities to embrace digital channels to help generate income during these uncertain times. According to a recent survey, more than half of charities still don’t have a digital strategy, suggesting more needs to be done to get charities up to speed with the latest digital trends and skills. Taking the time to learn new digital skills will help take back control and give the charity the opportunity and confidence to accelerate communications and donations digitally.
Social media
Social media is particularly helpful for smaller charities with limited internal resources. Effective charity marketing campaigns drive high response rates, and now it is easier than ever to donate on the go.
Global shared campaigns can amplify causes, through platforms such as #GivingTuesday. These platforms support a collective action – donating – within a specified period. Shared donations give people a chance to champion a cause and to share the moment with like-minded individuals.
Recently, video sharing platform, Tik-Tok rolled out a new in-app donation feature which users can include in their videos to raise money. The British Red Cross has been one of the first UK charity beneficiaries to be given dedicated donation stickers to help raise funds.
Understand your audience
In order to navigate a crisis, you will need an effective fundraising and marketing strategy that considers your target audience and the media they consume. The more customer insights you have, the better understanding you will have in delivering meaningful messages. Platforms such as Google Analytics enable you to see who is visiting your website, and help you establish what your audience demographic looks like and what interests them. This knowledge will help you tailor your messaging to appeal to specific sectors of your audience.
Storytelling
Authentic storytelling is essential, as it provides your audience with an accurate view of your ethos and the cause that you stand by. Engaging your audience involves more than simply asking for donations, as your audience can help you spread the word and breathe extra energy into your campaign. Your audience becomes your voice, helping to bring your message to life, so keeping them engaged is vital if they are to stay committed to your cause.
Communication
Charities with a strong cause and passionate employees will benefit from positive internal communications, but this can also cloud decisions. It’s critical that communications to both employees and your audience are frequent, timely and open. Trust is essential in uncertain times and without open communication, potential donations could be stalled.
To limit this, it is important to provide regular updates via email and social media to reassure your audience that your charity continues to operate and the valuable role that it performs.
