COVID-19 The impact on fundraising Hello! Louise Lai - - - PowerPoint PPT Presentation

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COVID-19 The impact on fundraising Hello! Louise Lai - - - PowerPoint PPT Presentation

Mar 20, 2023 159 likes •620 views

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

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COVID-19

The impact on fundraising

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Hello!

Louise Lai - Transformation Director Phil Aiston - Digital Content Strategist

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  • Insights and trends
  • Creating opportunities
  • Q&A

The impact on fundraising

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1 100 +

Curious

Something’s happening

  • n the other side of the

World

NFP Impact Watching brief, but no immediate actions

Physical channels closing down

NFP Impact Dialogue channels closed Physical events cancelled or postponed Retail shops closed Regional volunteering paused

Fundraising spotlight

NFP Impact Recruitment paused for some
  • rgs
Influx of virtual events Emergency campaigns launched DRTV increases Digital marketing increases Community action groups and crowdfunding jump into action Audience increase across some broadcast platforms Worried

Future forecasting

NFP Impact Organisations’ revenue and expenditure reforecasting Service delivery plans for charities directly impacted by the emergency Furloughing staff Pausing non-critical projects New volunteering infrastructures Hopeful

2020 for fundraising...

80 90

Worried

DAYS

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2019 Voluntary Income

£11.4 Billion

Voluntary income for the charity sector (donations and legacies) reported in the NCVO Civil Society Almanac 2019
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The affected areas

Physical Events (Sporting & Non-Sporting) Dialogue Channels “Virtual” Physical events Retail Shops Mail

Telemarketing

Organic Web

Ability to adapt to remote working

Staff capacity

Beneficiaries are in high risk groups

Increased demand on service delivery Expenditure cuts

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Fundraising income Vs Budget Demand for services Increase in digital activity

Not For Profit Survey

  • 48% +43% +67%
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.
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Could support Covid-19 response with Emergency Funding Cut back on new plans/initiatives/programmes Reduced expenditure

Not For Profit Survey

73%

  • 59%
  • 65%
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.
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Campaign and channel trends

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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.
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Digital

Virtual Events Facebook Donate Frontline Connection

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Channel distribution

Press Circulation TV Audiences OOH Footfall TV inventory

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Opportunities

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Opportunity areas

Surge in mental health, fitness & family content Increased audiences

  • n some channels

Disposable income changes Proximity to at risk & vulnerable groups New skills & hobbies

Virtual Volunteering Tech connecting communities INGO’s new relevance Sector Prominence Brand Affinity

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What could this look like?

Emergency Fundraising Audience engagement Rethinking digital Innovation

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Vital information & advice Impact Restrictions on channels Digitalise our communications Minimise disruption Technology Team connections Morale Engagement

Getting started

Supporters Programme Internally

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What could this look like?

Emergency Fundraising Audience engagement Rethinking digital Innovation

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Unlike

  • ther

emergency appeals, this will be a marathon not a sprint

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Audience strategy

  • Are your current audiences still the

right ones?

  • How have things changed for

current audiences?

  • How are audiences seeing your

message?

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Content production

  • Matching content to changing

audience needs / trends

  • Addressing bottlenecks
  • Agility and speed of turnaround

need to be a priority

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Test & Learn

  • Allocate some media budget
  • Allocate thinking time
  • Pre-test offline messaging via

digital

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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

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Messaging at each level:

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Competing content

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So...when should you press the emergency button?

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What could this look like?

Emergency Fundraising Audience engagement Rethinking digital Innovation

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  • 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 role of digital

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The 3 fundamentals of media planning are more important now than ever

CONTEXT CHANNEL AUDIENCE

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 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 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 donating may be more led by cause rather than brand affinity, this time could be a great time to recruit new, cold donors.

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  • 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

Important metrics

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  • 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 is our ROAS?”

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What could this look like?

Emergency Fundraising Audience engagement Rethinking digital Innovation

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1 5

Curious

Something’s happening

  • n the other side of the

World

Conscious thinking: ‘Yes, there’s an anticipation of the threat to day-to-day life looming, but I don’t feel like it’ll hit the UK’ Unconscious feeling: ‘I feel secure and safe. The UK is strong and we will pass it’ Impact on fundraising: No major difference. Habits are staying the same.

My life has been turned upside down. I’m getting used to this new normal. I’m feeling very tired, but the end is in sight.

My life has been flipped. But at least I’m creating some good habits

2020 for public...

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I can see out the other end
  • now. What will happen next?

2

Wow, Italy has been hit. But we’re so different to them… right?

This threat is starting to feel real I’m in shock. Worried and panicking about my life. I’m feeling a bit more settled into the new normal. I’m feeling more grateful and hoping to feel normal soon. Conscious thinking: “Italy suffering feels so close to home. But, it doesn’t mean we will have the same impact?” Unconscious feeling: ‘Threat rising. I’m need to protect myself’ Impact on fundraising: No major difference. Habits staying the same. Conscious thinking: ‘I’m feeling stressed and
  • anxious. Will my family and job
be safe?’ Unconscious feeling: ‘I need to do the things that makes me feel safe’ Impact on fundraising: Core supporters move to give to causes close to their hearts,, but cold donors reduces. Conscious thinking: ‘Now i’m over the shock, I’m feeling sympathetic to people being hard hit.’ Unconscious feeling: ‘I feel stressed, and am stripping back.’ Impact on fundraising The initial impulse led donation peak has passed, but regular gifts are becoming more difficult Conscious thinking: ‘We’re over the peak. I’m allowing myself to think of the next phase.’ Unconscious thinking: ‘I am uneasy and uncertain of what’s to come’ Impact on fundraising Stress is starting to lift, people are seeking out joy filling and becoming more selfish.

Month

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Applying this to our communications

Personalised audience content Nurture journeys Keep communicating Clear, direct and relevant CTAs

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A place for donations

A report from YouGov’s Coronavirus Tracker, which polled more than 10,000 people across a four-week period in March and April

Help National Charities delivering Covid-19

14%

Help unrelated Covid-19 Charities

10%

Participate in fundraising events

6%

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What could this look like?

Emergency Fundraising Audience engagement Rethinking digital Innovation

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Agile innovation

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Agile in a remote world

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Beyond today

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  • UGC
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Let’s talk

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Helpful info...

  • Forward Action - quick to market digital campaigns, frictionless donations & emails
  • Blackbaud - virtual events ideas, Just Giving product
  • Resource Alliance - Virtual Fundraising online Conference Sessions
  • Institute of Fundraising - Covid-19 supporter area
  • M+R - US based digital agency, bulletins with free advice
  • Massive - focus on virtual fundraising and providing advice
  • Fundraising regulator guidance
  • Charity So White - the impact on BAME communities
  • Andrew Barton Consultancy - lots of great articles and advice
  • DRTV trends from DTV Group
  • Facebook Social Good Free event - 28th May
  • Moovly - a cloud-based platform to create and generate multimedia content
  • Lumen 5 - a video creation platform powered by A.I. that enables anyone without training
  • r experience to easily create engaging video content
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Get in touch

Louise Lai - lou.lai@manifesto.co.uk Vicky Stewart - vicky.stewart@manifesto.co.uk

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Thank you!