Connecting your cause to COVID-19

Services protecting vulnerable people align charity causes with fundraising appeals

The focus of public health messaging has also been on protecting vulnerable populations. Older citizens with limited access to food stuffs and services have been identified at risk.

Keeping onside with messaging, Fundraising Director at Age UK Laurie Boult said: “We are determined to rise to the challenge and be there – to provide comfort, hope and practical support. But we can only do it if we have the funds that it will take. This is why we are reaching out today and launching this appeal. My message to everyone is please help us to help our older people through donating to this appeal – together we can make a big difference and help them pull through."

Using thematic wording from the government around coming together to help, Age UK’s message is framed not only around helping older people, but connecting the fundraising message.

Transgender charity Mermaids has also uniquely positioned the coronavirus impact on its operations and cause. Recently reported by Charity Digital, the charity said: “We are receiving a high volume of calls to our helpline from young people who are scared by what’s happening and are facing a long period of isolation in often-unfriendly environments with little opportunity to find comfort and support,” highlighting the impact of social distancing measures on mental health. In an innovative twist, the charity announced DIGIFEST 2020, a live-streamed fundraising event on Twitch and Tiltify.

Tailoring the messaging just right, the charity tapped into mental health issues caused by coronavirus and leveraged its donor history – Mermaids was the recipient of HBomberguy’s record-breaking $340,000 donation from a live-stream video game competition.

Messaging to explain charity causes helps make digital fundraising clear

Not to be forgotten are those working to make sure that essentials are brought to the UK. Seafarers, the UK maritime charity launched a covid-19 appeal showcasing the role seafarers have in bringing food and medicine into the country. Online messaging has focused on how the charity supports industry key workers to maintain the supply of food, medicine and fuel – with travel restrictions in place, key workers are stranded, left unable to go on shore, and some remain far from their families. Again, like the other charities examined, messaging has been focused around the essential role that workers have in ensuring public safety. Rolling on from digital messaging, the charity has ensured that text and online fundraising is available to donors.