The pandemic has changed how we go about our lives, including how we give to charitable causes. Over the last two years, charities had to adapt to new and unique challenges. For example, according to the Charities Aid Foundation (CAF) UK Giving Report 2021, fewer people are giving, but those who are making donations are giving more; we also saw a move away from in-person events and cash donations toward more digital giving opportunities and virtual activities.
The good news is, people are giving: last year, the public donated £5.4 billion to charity, an increase of £800 million over 2019. As we close out 2021 and look ahead to 2022, we share some modern trends and strategies that emerged in the past year that you should consider using to adapt and boost your own fundraising efforts in the year ahead.
Consider a Hybrid or Virtual Event (And Don’t Forget the Merchandise)
While we see a gradual return to in-person fundraising activities, many will continue to be hosted virtually or in a hybrid fashion. Yet there’s a silver lining to a virtual modality: charities are able to throw geography to the wind, allowing more people to participate from around the world, and at a much lower cost. We also know that older people are the most likely to engage in charitable activities, yet face greater health risks when it comes to the pandemic. Virtual events can help engage this important demographic, whilst keeping them safe.
For example, Blood Cancer UK hosts many virtual fundraising events, including a range of sports and challenge activities that people can do independently, from anywhere, and on their own schedule. Everyone that participates in these virtual events can sign up for a free fundraising pack to be sent in the post, complete with instructions and helpful tips.
However, virtual events also have a clear drawback: it’s harder to develop relationships that lead to long-term engagement and giving. As such, consider sending practical, branded merchandise (like branded t-shirts and charity event medals) to everyone that participates in a virtual activity, so your charity remains top of mind with your givers, long after the event ends.
Things We Can Do at Home: Gaming for Good
We’ve all spent a lot of time at home recently, and we’re all finding new ways to stay busy, including community, social, and online gaming. Savvy charities are tapping into this growing gamer community to boost fundraising efforts.
For example, Children with Cancer UK hosts a Game 2 Cure campaign to engage and unite gamers against childhood cancer by signing up to game for a continuous 12 hours. The number 12 represents the 12 children and young people who are diagnosed with cancer every day in the UK. Every Game 2 Cure participant gets a digital charity pack with social media frames to help promote the campaign and encourage people to watch and donate to the cause.
If you’re considering a “Gaming for Good” campaign, it’s important to do a bit of research to identify the most popular games and the influencers within that gaming community. Charity Digital took the first step for you, with this helpful snapshot of popular games.
Rethink your Charity Shop
Another trend coming out of the pandemic is that cash giving “all but disappeared” at points in 2020 and 2021. Instead, more people are giving via digital methods or debit card. At the same time, 75% of UK consumers said they have been shopping more online this year. Now is a great time to invest in an improved e-commerce experience to reach more people and raise more money.
As online shopping rises, so do consumer expectations. In 2022, consider rethinking your charitable merchandise shop to be more retail-oriented. Design it in a way that appeals to younger audiences, add custom gifts or collectables, and offer more on-trend, practical, and eco-friendly merchandise, like popular bags for life.
For example, the slick Donkey Sanctuary online shop looks and feels similar to an online retailer. It offers items that are popular and practical right now, like branded board games and books and also features a Designer collection made exclusively for the charity, with items like trendy and eco-friendly branded socks.
Green is as Good as Ever
Another outcome of the pandemic is that people had more time to consider their day-to-day actions and decisions, including their shopping habits. While more conscious consumption has been a long-term trend, one study found that half of all consumers say they’ve become even more eco-friendly during the pandemic.
In 2022, tap into this trend, and do your part for our planet by offering more eco-friendly charitable merchandise options. Look for ways to make your event kits, merchandise shop, display units, and donor gifts more environmentally-friendly and sustainable. For example, the Royal Society for the Protection of Birds (RSPB) online shop offers a wide range of lovely, unique, and eco-friendly merchandise, including beautifully designed eco-friendly water bottles.
We’re optimistic that charitable giving will continue to increase in 2022, and we hope you consider some of these trends to maximise your contributions in the year ahead. What other strategies have you seen? We’d love to hear more and see if we can assist you with the perfect on-trend, eco-friendly branded merchandise for your next virtual event, gaming campaign, or other creative charity activity.