1 May 2020
Charities Receiving Increased Donations During Pandemic as Generosity Rises
How several charities saw donation surges during the pandemic, and seven practical tips for fundraising during a period when traditional events are cancelled.
The lockdown forced charitable events and fundraisers to be cancelled, resulting in anticipated income losses for many organisations. However, public generosity increased significantly during this period, with supporters backing both familiar causes and those making direct appeals related to the crisis.
Charities That Saw Surges
Several charities experienced significant donation increases. Canterbury Food Bank and The Eric Liddell Centre (a wellbeing organisation) reported substantial increases in contributions over a ten-week span.
The Academy of Ancient Music raised nearly £30,000 since mid-March through a Covid-19 fundraiser supporting freelance musicians.
Liz Brinson, Head of Development at The Academy of Ancient Music, stated: "The DONATE platform was really easy to set up and is easy to use for donors too, providing a positive experience all round."
The organisation leveraged their 3,000-subscriber email newsletter and maintained Sunday streaming concerts on YouTube, combining content with fundraising to great effect.
Seven Tips for Fundraising During the Pandemic
1. Utilise Online and Text Fundraising
Canterbury Food Bank's "Foodbank Friday" campaign gained traction through Facebook, websites, and corporate partnerships. Making it easy to give digitally removes the barrier of physical presence.
2. Establish Mission-Relevant Challenges
Jerry Green Dog Rescue created an online dog show with entry fees and plans for monthly continuation. Challenges that connect to your cause resonate more deeply with supporters.
3. Implement Passive Donation Systems
Place donation prompts on your website and maintain supporter databases for text-based campaigns. Every page of your website is a potential giving moment.
4. Create SMS Raffles
Offer donated prizes from local businesses through text raffles. Raffles combine entertainment with fundraising, encouraging participation from supporters who might not otherwise donate.
5. Demonstrate Community Support
Repurpose resources for crisis relief. Showing that your organisation is actively helping during a difficult time builds trust and motivates donations.
6. Live-Stream Events
The Candlelighters Trust raised £5,000 through "The Big Night In" live stream. Make donation numbers visible during the broadcast to create social momentum.
7. Communicate Through Email Newsletters
Reach loyal supporters directly. Regular, honest updates about your organisation's situation and the impact of donations build lasting relationships.
The National Funding Scheme worked successfully with organisations including The Big Issue North, The MS Trust, and various community groups throughout this period, offering guidance and support at every step.