As we wrote a few weeks ago, the cost of living crisis is forcing people to tighten their belts and in many cases the result is that they are giving less to charity. A recent Charities Aid Foundation report found that, despite rising public trust and confidence in charities, 60% of respondents said they will be giving less, with some already cancelling or reducing regular donations and others reporting that they are choosing not to make one off gifts. The worst impacted sectors appear to be medical research, overseas aid, hospitals, hospices and healthcare. A further report from Enthuse, mirrors these findings, in particular highlighting a fall in regular giving.

Charities are likely to need to work harder to maintain engagement with existing supporters and it is more important than ever to ensure that your charity stands out from the crowd and to target communications at audiences who are most likely to identify with your cause.

If you haven’t already, now really is the time to invest in digital giving. Enthuse’s report shows that this remains a popular way for people to give; 41% now say this is their preferred way to donate.

Interestingly, donors now seem more likely to want to give through a charity’s own website rather than other platforms. If you can’t afford to build a direct giving channel into your website, this makes it all the more important to ensure that you clearly brand your page on whatever giving online platform you use.

In common with previous economic downturns, giving by high net worth individuals appears to be holding up well. A recent report from The Beacon Collaborative finds that major donors have dramatically increased the size of their donations and that large gift philanthropy continues to show an upward trend. If your charity is active in networks that include current or potential major donors, now may be the time to invest in strengthening your relationships with them and to approach them for a gift.

While it continues to look like tough times ahead for charities and fundraisers with increasing costs, increasing demand and reduced availability of funding, there are some reasons for optimism. Now is certainly not the time to cut back on fundraising resources, if anything more capacity will be needed. And it is essential not to panic, to sharpen focus and to concentrate on high quality fundraising practice.

If you would like to know more about the services we offer or to discuss your fundraising needs further please contact us at julian@almondtreeconsulting.co.uk.