COVID-19 The impact on fundraising
Hello! Louise Lai - Transformation Director Phil Aiston - Digital Content Strategist
The impact on fundraising Insights and trends ● ● Creating opportunities Q&A ●
2020 for fundraising... 100 1 DAYS 80 90 + Something’s happening Physical channels Fundraising spotlight Future forecasting on the other side of the closing down World NFP Impact NFP Impact NFP Impact NFP Impact Watching brief, but no Dialogue channels closed Recruitment paused for some Organisations’ revenue and immediate actions Physical events cancelled or orgs expenditure reforecasting postponed Influx of virtual events Service delivery plans for Retail shops closed Emergency campaigns charities directly impacted by Regional volunteering paused launched the emergency DRTV increases Furloughing staff Digital marketing increases Pausing non-critical projects Community action groups and New volunteering crowdfunding jump into infrastructures action Audience increase across some broadcast platforms Hopeful Worried Worried Curious
£11.4 Billion 2019 Voluntary Income Voluntary income for the charity sector (donations and legacies) reported in the NCVO Civil Society Almanac 2019
Physical Events Increased demand on (Sporting & service Non-Sporting) delivery Beneficiaries are in high risk groups The Telemarketing Organic Dialogue Channels affected Web areas Expenditure cuts Mail Ability to Retail Shops adapt to remote working “Virtual” Physical events Staff capacity
Not For Profit Survey -48% +43% +67% Fundraising income Vs Budget Demand for services Increase in digital activity A survey that was run by the Institute of Fundraising, National Council for Voluntary Organisations and Charity Finance Group to assess the initial impact of coronavirus on the charity sector. The survey ran from the 18th March to the 23rd March 2020. It was open to all charities and promoted widely across the charity sector. Over 1,100 respondents started the survey, but with different completion rates for individual questions.
Not For Profit Survey 73% -65% -59% Could support Covid-19 response Reduced expenditure Cut back on new with Emergency Funding plans/initiatives/programmes A survey that was run by the Institute of Fundraising, National Council for Voluntary Organisations and Charity Finance Group to assess the initial impact of coronavirus on the charity sector. The survey ran from the 18th March to the 23rd March 2020. It was open to all charities and promoted widely across the charity sector. Over 1,100 respondents started the survey, but with different completion rates for individual questions.
Campaign and channel trends
Digital Online content consumption increasing ● ○ Media page impressions up 68% All paid channels seeing impression uplift ● ● Charities considering investing unspent budgets Online retailers seeing increase in orders ● ○ End of March online orders up 88% DIY related products up 212% ○ ○ Toys up 90% Cosmetics up 64% ○ MAPP - 31st March Online publishers Insight Report. For this evaluation, the specialist for Marketing Analytics and Customer Insights examined the traffic from 1 January to 22 March. The sectors analysed were e-commerce, publishing, finance, travel, telecommunications and B2B, and were analysed according to country, industry and product type. A total of almost 21.5 billion visits were analysed.
Digital Virtual Facebook Frontline Events Donate Connection
Channel distribution OOH Footfall TV inventory Press Circulation TV Audiences
Opportunities
Surge in mental health, fitness & family content Sector Prominence Virtual Opportunity Tech Volunteering Increased audiences connecting areas INGO’s new on some channels communities relevance New skills & hobbies Brand Affinity Proximity to at risk & vulnerable groups Disposable income changes
What could this look like? Emergency Rethinking digital Innovation Audience engagement Fundraising
Getting started Supporters Programme Internally Vital information & Restrictions on channels Minimise disruption advice Technology Digitalise our Impact Team connections communications Morale Engagement
What could this look like? Emergency Rethinking digital Innovation Audience engagement Fundraising
Unlike other emergency appeals, this will be a marathon not a sprint
Audience strategy ● Are your current audiences still the right ones? ● How have things changed for current audiences? ● How are audiences seeing your message?
Content production ● Matching content to changing audience needs / trends ● Addressing bottlenecks ● Agility and speed of turnaround need to be a priority
Test & Learn ● Allocate some media budget ● Allocate thinking time ● Pre-test offline messaging via digital
Agility in planning ● Plan media investment and scale of activity ● Work on the assumption that this will be all we talk about until Xmas ● The ability to shift focus is the most vital thing right now
Messaging at each level:
Competing content
So...when should you press the emergency button?
What could this look like? Emergency Rethinking digital Innovation Audience engagement Fundraising
The role of digital One size fits all approach isn’t right ● Reach and Engagement strategy ● ● Test and learning approach Taking a realistic view of what’s possible, based on organisational maturity with digital ● marketing channels Using digital alternatives to traditional solutions: ● Telemarketing > Messenger bots / campaigns ■ Radio advertising > Spotify, or podcast advertising ■ ■ TV / DM > Programmatic Display
The 3 fundamentals of media planning are more important now than ever Our homes have become fitness studios, classrooms, workspaces, cinemas, and theatres. Our daily routine has been turned on its head and as a product our mental availability has diminished between CONTEXT constantly switching between different mood states and tasks. We need to understand the context in which messages are being heard. The way in which people are consuming media has been dramatically changed. Your media plan needs to CHANNEL reflect how these channels are getting consumer attention and their ability to carry your desired message. Your target audience for an appeal campaign may have changed from your core. As motivations behind AUDIENCE donating may be more led by cause rather than brand affinity, this time could be a great time to recruit new, cold donors.
Important metrics ● CPM – The amount you are paying for your digital media may increase / decrease depending on the audiences / terms / placements you are targeting. Increase in price may indicate you are targeting a particularly competitive audience CTR – The first indicator of a drop in campaign performance is a drop in ● click-through-rate i.e. people responding to your ad creative at a lesser rate Conversion Rate – People may remain interested in your event / donation ask / content, ● etc. but may have lost the propensity to convert in the short term. Event-based campaigns are perhaps more likely to be affected by this
“What is our ROAS?” Review your conversion tracking implementation, you need to know: ● When a donation happened ○ ○ Which channel caused it What the value of the donation was ○ ○ Whether it was a cash gift, or set-up of a regular gift Establish the average retention duration of a regular giver, in months ●
What could this look like? Emergency Rethinking digital Innovation Audience engagement Fundraising
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