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How has the pandemic changed supporter behaviour?
05 Jul 2021by Aidan Paterson
A report published by Loqate has revealed the impact COVID-19 has had on charity supporter behaviour in the UK
This article is sponsored by Loqate, a GMB Solution – the world’s most trusted location intelligence service, supporting more than 400 charitable organisations, including the British Heart Foundation and Oxfam.
The pandemic has transformed every area of our lives, forcing us to step into the virtual world in search of news, entertainment, and social interaction.
It has transformed our work lives too, as commutes are truncated from bed to desk, and our co-workers confined to little squares on a computer screen.
This swift and sudden migration to digital spaces has led to a change in consumer habits and expectations. As we digitise more and more of our interactions with organisations, brands, and businesses, we begin to develop higher expectations for these digital services.
So what do these changing expectations mean for charities?
Research conducted by Loqate, which surveyed 1,000 consumers in the UK, found that over a quarter (27%) of supporters have completely stopped donating to charity since the onset of the pandemic in March 2020.
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Of those who are still donating, 47% said they were more inclined to give their money to smaller local charities, echoing the resurgence in community spirit that we’ve witnessed throughout these difficult times.
When it comes to loyalty, almost one-third (32%) of supporters said they would consider changing their donations to charities that were able to help directly with the pandemic.
Online fundraising was cited as the most preferable means of donation at 35%. Email was the preferred method of communication for 52% of supporters, just ahead of postal communication at 37%.
In addition to donors, Loqate also spoke to a group of leading charities. Their research found that 66% of the charities are not confident in their own data. 53% of charities surveyed recognised improving data quality as the biggest requirement in increasing fundraising revenue.
Only one-third (33%) of charities said they were confident their websites and donation pages were optimised to meet customer expectations.
Stuart Watt, Commerical Director at Loqate, comments: “2020 sent shockwaves through nearly every industry. But with many charities relying on supporter donations to stay afloat, the third sector has felt the impact of COVID-19 more than most.
“If the pandemic has taught us anything, it’s the importance of being agile. And for charities, this agility can only really come from data. By keeping it fresh at all times, you have data that’s ready to use and you can react quickly to any scenario, such as an urgent appeal brought about by the pandemic.
“Creating online donation pages that are user-friendly and friction-free will also create better experiences for new and online supporters – ultimately helping you to maximise conversion rates and boost fundraising at this critical time.”
Download the report
For more supporter behaviour insight and data tips, download the full report for free here
Aidan Paterson
Aidan Paterson
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