Another challenge ahead 

Whilst some would say that the charity sector is now more agile and flexible than ever before, it’s not surprising that charities don’t feel equipped to face yet another challenge – a Cost-of-Living Crisis. According to the Charities Aid Foundation (CAF): 

• 86% of charities are worried about the impact of the cost of living on beneficiaries 
• Nearly six out of 10 fear people will either stop giving or not start  
• More than 70% of charities are concerned about managing increased demand for their services 
• 14% of people plan to cut back on charity donations in the next six months 

A glimmer of hope 

More than seven out of 10 say they are still planning to give in the next three months, so here are some practical things you can do to encourage vital donations right now: 

1. No amount is too small 

61% of people say they will be more selective or making fewer or smaller donations as a result of the cost-of-living crisis, so let your supporters know that no donation amount is too small. Reminding your donors that their support is valued and appreciated, no matter how big or small – is essential. Small donations still make a difference. 

Whilst people will be tightening their belts when it comes to luxuries, for some, a small, regular charitable donation might feel more manageable. 

2. Highlighting your fundraisers on social media 

Our research shows that fundraising pages that have been shared on social media have a 96% activation rate (meaning they receive their first donation). So, what does this tell us? Share, share, share – get into the habit of posting regular fundraising stories to your social media channels to spread awareness and celebrate your supporters. 

There’s also a direct link between how often a fundraising page is shared and the total amount raised. For example, when we analysed the behaviour of London and Edinburgh Marathon fundraisers, those in the top 20% of fundraisers posted an average of 12 times, the top 5% around 20 times, and the top 1% posted 35 times. To maximise donations, encourage your fundraisers to share their pages on their personal social channels and with their friends and family. 

Resources reminder: Share these handy fundraising tips with your supporters to help them boost donations. 

3. Sharing real-life stories about the impact of the cost-of-living crisis 

It’s worth considering whether you need to change your key messaging to reflect the current economic context. Your campaigns need to resonate with your supporters whilst also highlighting the impact of the cost-of-living crisis. Demonstrating how your work is helping those who need it most is more important than ever before. Providing clear motivation and compelling real-life stories may convince your supporters to donate and continue to budget for charitable giving (where possible). 

Share case studies about the work your charity does and what you need to help those you support. Statistics, behind-the-scenes content and interviews may give your supporters a better understanding of the great work your charity is doing, and how they can help you continue to do so. 

Why not set up your very own JustGiving page, just like this one – specific to the cost-of-living crisis? From there, you can set a fundraising target, add photos and regular updates, to keep your supporters in the loop. 

4. Encourage your fundraisers to self-donate  

People who donate to their own JustGiving page to get their fundraising started raise 84% more on average. Encourage your supporters with JustGiving pages to self-donate, to get the ball rolling and draw in donations from their friends and family members. 

By doing this, your fundraisers are proving to potential supporters that they’re serious about their upcoming fundraising challenge and provide others with an idea of how much to donate to the page. 

5. Make the most of Giving Checkout 

You should never have to worry about the costs involved in receiving online donations. That’s why we introduced a fuss-free, simple way to accept donations online – and it’s ready to go whenever you are. All you need to do is log in to your account to access an easy-to-implement donation form, that’s proven to be 4.7x more effective in getting your supporters to give to your cause. The best bit? Keep 100% of every donation. 

Those are our top 5 tips for encouraging donations to your cause during the ongoing cost-of-living crisis. For more inspiration and support, check out our Cost-of-living Crisis webpage.