New report details the future of post-lockdown fundraising

Invest in supporter relationships

The report showed the value of investing in supporter relationships.

There is a significant correlation between increases in direct donations and the strength of a charity’s brand in the public eye. This brand recall is critical for long-term giving, and charities need to invest in their websites to unlock this potential. 78% of donors giving directly to the charity can remember the name of the charity compared to only 63% using consumer giving platforms.

The report also found that 86% of recent donors are likely to give again, but just 24% of those who haven’t given are planning to donate soon.

Vaccines will change the fundraising landscape

The report offered strong evidence that a comprehensive vaccine programme will change the fundraising landscape.

Nearly three quarters (73%) of those surveyed expressed some concerns about taking part in mass participation physical events for the foreseeable future.

However, 52% of the public say they’d consider taking part in mass participation events when more than half of the population has been vaccinated. As of early April 2021, the UK has surpassed this point.

Charities that put time and effort into innovative fundraisers will be best-positioned to ride a post-lockdown wave of enthusiasm. One of the key takeaways from the report is that people want events to be fun – 41% of those surveyed specified interest in fun mass participation events, with just 9% choosing a race

With all that said, the popularity of new digital fundraising methods won’t be going anywhere. Successful charity fundraising campaigns will adopt a hybrid model, blending both physical and virtual components.