How is COVID-19 changing charity communications?

Gaps in knowledge

But the survey reveals gaps in expertise and knowledge in using a wider range of digital channels.

Facebook Groups, set up to engage with groups of supporters, is cited by only around a third of charities (34.3 per cent). The same proportion is using WhatsApp to communicate in this way and only 0.9 per cent are using Snapchat.

Those bucking this trend include Cancer Research UK, which set up a Facebook group for those taking part in its Race for Life at Home campaign, an online version of its flagship annual fundraiser Race for Life. This has more than 5,500 members and has featured around 1,500 posts to date.

Youtube is also not be utilised by the majority of charities to communicate: only around a quarter (24.7 per cent) are using this platform.

This year’s Charity Film Award ceremony, which took place online due to the COVID-19 lockdown, showcased some of the exciting ways charities are using video to engage with supporters and the public. Sunshine People won the award scheme’s under £10k income category with its compelling message to perform acts of kindness.

The pandemic has “thrown a spotlight on the digital divide”, says Media Trust Chief Executive Officer Su-Mei Thompson.

Many are now “now struggling to move their services online and to use technology and new platforms to support their beneficiaries, stay in touch with volunteers, donors and other stakeholders and raise vital funds”, she adds.

Expert volunteers ready to help

To address these challenges, a digital resource hub has been set up by the Media Trust to support charities with webinars and practical guides to communicate effectively. This includes strategy templates.

To further help charities use a broad range communication platforms, The Media Trust has set up a volunteer platform to find volunteers who can help with specific communications challenges. April saw an 80 per cent increase in volunteer communications experts registering on the site to share their skills and expertise with charities.

This online search for free communications expertise comes as charities are increasingly turning to digital to coordinate volunteers amid the COVID-19 pandemic. One is the SpareHand platform, which has been developed to help charities find, manage and schedule volunteers.

The Media Trust and CharityComms survey shows that charities are already successfully using digital communications tools. Also, while there are gaps in expertise, communications professionals have shown an increasing willingness to offer free help to charities to communicate effectively online.

There is certainly demand. Almost all charities surveyed (97 per cent) would like to access pro-bono or volunteer communications support.

This demand underscores “the massive opportunity for the media and creative industry to get involved and contribute, resources, training and volunteer support,” adds Thompson.