Coronavirus: How charities are using digital fundraising

Charity digital leaders have turned to digital fundraising to replace traditional, in-real-life fundraising opportunities. Charity size has not been an issue – both large and small organisations have launched digital fundraising campaigns with success - proving that with a little creativity and digital savvy, funds can still be raised. We showcase some of the brightest ideas from charities operating ithroughout the sector.

Charities benefiting from digital auction sales in fundraising efforts

Stepping away from traditional digital fundraising platforms, charities can benefit from digital auction sales. The auctions themselves can generate significant donations amounts, making them a great way to raise funds. They can also connect charities with high net worth donors.

Supporting the NHS Charities Together Covid-19 emergency appeal, traditional auctioneer Bonhams launched an online auction, with the sales going to charity. The lots have ranged from a low of £500 to £25,000, with over £400,000 in total raised – one lot has even featured a private track day with the Duke of Richmond. The digital fundraising efforts have featured arts and entertainment scions from all over the UK. For charity digital leaders, the partnership has proven successful not only in fundraising, but can raise the profile of charities in the upper echelons of society.

Powerful on-trend messaging can drive viral digital fundraising

NHS Charities Together has leveraged on-trend messaging from the government on Covid-19, viral social media, and local engagement. The health charity tailored its messaging to the public by focusing on the heroes of healthcare. This messaging resonated strongly with the government’s communications to save the NHS.

With the value of NHS front of mind, fundraisers have gone viral on social media – centenarian Captain Tom Moore has famously raised more than £30 million, from a modest goal of £1,000. Since then, the efforts have gone viral. Fundraising efforts linked to his name have gone on social media, with Reegan Davies, a schoolgirl making cards for Captain Tom, raising thousands of pounds digitally.

Pivoting from in-real-life events to digital fundraisers

Challenged to replace high-profile, annual charitable events that have been cancelled due to the lockdown restrictions has been a tall order. The restrictions forced the London Marathon to re-think, re-brand and launch an entirely new event. Having previously raised over £60 million, the charity launched a new digital fundraising effort and event. The 2.6 Challenge corralled digital fundraising efforts into a single brand, social media hashtag, and movement. Replacing the physical race, the digital event held on the same day as the cancelled marathon, motivated the racers to participate in any challenge involving the numbers 26. So far, the efforts have raised £6 million to support UK charities.