The new digital: charities making the best of time spent online

Moving from in-real-life to digital has never been done at such pace. Charity digital leaders have only had a few weeks to revamp service delivery, outreach, and digital fundraising. Making the best of the time spent online, charities have connected with audiences through videoconferencing, tutorials, and digital events. For many charities, making the time spent online enjoyable for supporters is still important.

Charities use virtual tours and cross-sector collaborations to increase digital engagement

Charting new digital territory, the National Trust has been at the forefront of creating moments online. Making the best use of the time, the place-based charity has been showcasing the roster of amazing heritage assets by video – the 360-degree views give supporters a tour of the sites without breaking any lockdown restrictions. Linking-up with the public’s growing consciousness of how valuable public spaces have been since lockdown, the videos have helped National Trust push forward with its message – that public places are national assets.

The charity is also tapping into large scale events, much like the NHS Charities Together’s Clap for Carers. The National Trust has organised DAWNS, where the public are invited to sign up and tune into the sunrise to celebrate the charity’s 125^th anniversary. A mass participation moment, musicians will play music live-streamed from their own homes as the sun rises at different times across the country.

Pivoting to online classes, charities can still support healthy lifestyles

London-based yoga charity MahaDevi Yoga typically charges for IRL adult yoga classes to support its work with disabled children. Moving almost completely online, the yoga charity is still delivering yoga classes to disabled children – through Zoom. The digitisation has helped the charity stay connected with supporters and continue digital fundraising efforts.

Speaking to a local paper, Managing Director Ben Eydmann said: “Our social enterprise is that the adult classes usually fund the classes for children with disabilities. But everyone is struggling, mentally and financially at the moment. So we wanted to make the classes accessible to everyone. People can donate, and those funds will go towards paying for our classes for disabled children. It’s a reduced service at the moment, but we’re still holding about 40 one to one sessions with children over Zoom and the like.”

Women’s Aid has also geared its fundraising opportunities to ensure that audiences spend the best time online. Partnering with online fitness class provider Classfinder, the charity is staging a 12-hour online Fitness Marathon. Thirty-minute sessions are open to supporters and fundraisers. For supporters, the classes are a way to exercise online while fundraising.

Known for its accessible gym memberships and leisure facilities, Greenwich Leisure Limited, the charitable enterprise owning Better Gyms has gone from holding gym classes in person, to online. The gym has quickly shifted its online booking system to classes. Members can book classes online, and for charity digital leaders, engagement with supporters has been maintained.