Half of charities say fundraising has changed forever
We asked charities their thoughts about the future of fundraising. Just under half (48%) agreed that the pandemic has changed fundraising forever.
Increase in digital fundraising activities
Many charities across the UK reported that they are increasing their digital functions in order to fundraise over the next 12 months. Half (51%) plan to do more digital campaign activity via apps, websites or social media. More than two in five (45%) have already increased their card, contactless and digital payment capability. A third have increased email engagement.
Cash-based fundraising cut back
Many charities are also cutting back on cash-based fundraising. Two in five charities (42%) reported that they are doing fewer cash donation collections in comparison to pre-pandemic fundraising activity and a quarter (24%) said that this wasn’t applicable to them.
Some charities do not plan to change the way they fundraise post-pandemic
Whilst many charities are progressing to new methods of fundraising, two in five (43%) say they plan to return to their ‘old normal’ way of fundraising as restrictions ease. Three in 10 (30%) reported that they had not changed their fundraising methods since before the pandemic.
Divided opinions on replacing in-person with digital
Despite many moving towards digital approaches to fundraising, there are mixed opinions about whether to cease in-person fundraising activities. Around three in 10 charities (28%) say digital approaches have been an effective substitute for in-person fundraising, whilst a similar proportion (31%) disagree with this statement.