How Charities Can Maximise Fundraising When an Emergency Hits

When disaster strikes, charities have a unique opportunity to capitalise on heightened media attention and public interest. However, timing is critical - the window for a successful emergency appeal is surprisingly narrow.

The Importance of Speed

"Time really is of the essence in terms of setting up an emergency appeal as it really is critical to have a method of getting a speedy sign off from the board, setting up communications strategies and building up high profile support."

Media coverage creates momentum that can fade within days. Charities that have pre-agreed processes for emergency appeals - including board sign-off procedures, approved communications templates, and ready-to-activate giving channels - are far better placed to respond when a crisis arises.

Text Giving as a Solution

Text giving is particularly effective during emergencies. SMS donations account for approximately 75% of all donations processed through DONATE™. This method proves invaluable because it is accessible, instantaneous, and requires no prior relationship between the donor and the organisation.

When a story breaks in the media, members of the public want to act immediately. Text giving means they can respond right now, without needing to search for a website or go through a lengthy donation process.

Real-World Examples

Battersea Arts Centre Phoenix Fund

Following a devastating fire in 2015, the Battersea Arts Centre appeal raised over £50,000 in just five days. High-profile supporters, including actors Daniel Kitson and Toby Jones, amplified the campaign's reach, creating "a real correlation between the media and donations."

The Limits of Timing

In contrast, a Nice attacks appeal raised only £1,708 - potentially due to lower ongoing media coverage and seasonal factors. The comparison illustrates how important sustained media attention is in driving emergency appeal income.

Organisational Readiness

Bart Leonard, Trustee at DONATE™, notes that "success comes from charity organisations that are prepared and have the authority to act quickly whilst there is media attention."

Charities should consider:

• Having a crisis communications plan in place before a crisis occurs
• Pre-configuring giving channels so they can be activated immediately
• Building relationships with high-profile supporters who can amplify appeals at short notice
• Ensuring board processes allow for rapid decision-making on emergency campaigns

Preparation is what separates the charities that raise £50,000 in a crisis from those that raise £1,000.