Changing the approach to fundraising

Published by Sam Rouse on 22 November 2021

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As life gets back on track and people gather in groups and at events again many charities are also turning their attention back to their fundraising activities.

This is both a challenging and interesting time for all charities as they look to re-engage their supporter base, whilst also looking to attract new donors once again.

With household budgets squeezed, charity services are in increasing demand and for many charities, the return of the ability to undertake full fundraising activities is extremely welcome.

It’s fair to say however that fundraising has changed. Many activities will now be delivered virtually, or have a limitation on numbers, but maybe the most notable change that will be experienced is the wider move to a more cashless society. Have we therefore seen the end of collection tins that currently adorn shops, workplaces and fairs?

For some charities, a move from cash to contactless could pose a new risk that would not only need to be included on its risk register but should be on an upcoming board meeting agenda for discussion.

There will be positive opportunities around the move to alternative fundraising methods for example contactless payments. This provides the ability to attract and engage younger donors through the ease of making donations. There is also the benefit for the charity of not having to count, bag and take heavy coins to a high street bank, reducing additional administration and security burdens.

And as we head towards Christmas, making a donation to a charity will be at the forefront of many people’s minds and often as an alternative to buying material gifts. The larger charities have been offering these opportunities for a number of years. This is expanding to other networks and Facebook offers the opportunity to make a donation rather than a birthday gift for someone. This is something smaller charities should consider. One national charity encourages donors to buy a meal at Christmas for a homeless person, what services could you package up and encourage donors to gift?

If you would like to talk about your fundraising activities, get in touch with our team today.

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