The COVID-19 pandemic has wreaked havoc across the British economy.
Businesses of every type and in every industry have been adversely affected by the spread of the virus; charities are no exception. Fundraising was tough before COVID hit, but the pandemic has exacerbated an already difficult situation.
The challenges of fundraising
Fundraising is difficult enough at the best of times.
Even before COVID arrived in the UK, many British charities had struggled to raise the funds they needed to cover their operating costs. The number of people carrying loose change or cash has been steadily declining for several years as consumers have embraced digital banking.
Long gone are the days where charities could reliably collect an appreciable amount of money from passers-by on the street.
According to the Civil Society, the number of charities actively soliciting donations through door to door, face to face, and direct mail methods have been declining for several years. Charities now try to cultivate loyalty amongst a smaller number of donors, rather than encourage more people to donate.
Covid has only complicated matters.
The pandemic has reduced footfall throughout shopping centres, high streets, and other areas that usually enjoy high pedestrian traffic levels. Not only are charities contending with less face to face time with the public, but Covid has hit many people financially, making them less willing than usual to donate to charity.
While many charities are continuing to accept donations online, taking advantage of services like PayPal to make donating easy, it’s tough to organise fundraising events under the current covid restrictions.
How charities are coping
Despite the challenging circumstances that charities currently find themselves in, there are some reasons to be optimistic. The COVID-19 pandemic has impacted people’s lives in numerous ways; charities are helping to soften the blow for many families.
Some of the businesses that have managed to flourish in the face of the pandemic have also embraced partnerships with charities to help them raise funds. For example, Mani Life, a peanut butter brand, has partnered with the Campaign to End Loneliness and pledged to donate 100% of its profits of it’s Christmas Cracker campaign to the charity. The work of charities like this one has never been more important with the nation entering another lockdown.
This kind of corporate social responsibility is providing a vital lifeline to charities that would otherwise have to consider winding down their operations.
With everyone in the UK affected by the pandemic in one way or another, organisations like the Campaign to End Loneliness are having a profound and tangible impact on people’s lives.
The work that many charities are doing is no longer an abstract concept to a lot of people; they are providing vital services and enabling friends and family members to cope with unprecedented circumstances.
a new opportunity for businesses
With the demand for charitable services skyrocketing while donations are plummeting, businesses have a unique opportunity to be part of the solution.
Our service represents a new opportunity for businesses.
Any business that wants to be part of the solution to this problem, while also bolstering their reputation and making a meaningful difference to their communities, can put their values into action with a Views For Change campaign.
Featured image courtesy of worldlink.com