Ways To Keep Your Charity's Supporters Engaged During Covid-19

This blog addresses the challenge charities face in keeping their communities committed during uncertain times. While not exhaustive, the suggestions aim to provide helpful guidance.

Start with thank you

Reaching out to donors and volunteers to express gratitude and remind them of your charity’s important work is essential. When circumstances create financial uncertainty, supporters evaluate where their contributions matter most. “If push comes to shove and a donor is evaluating where their disposable income is being well spent, and they do not currently value their support of your charity, they could decide to stop giving.”

By emphasizing the value of their support, charities encourage continued commitment even during uncertainty. For those unable to maintain giving due to personal hardship, acknowledge their previous impact and thank them regardless.

Encourage donors and volunteers to keep showing their support

Inform supporters of specific ways they can help, whether through medical research funding or support for vulnerable populations. Charities addressing mental wellbeing, loneliness, homelessness, and financial hardship face growing demand. Making supporters aware of urgent needs and available ways to assist increases engagement.

Go digital with events

Physical event postponements create opportunities for virtual alternatives. This works well for runs, walks, cycling events, and auctions. Key strategies include:

• Using social media to connect supporters virtually
• Demonstrating impact and sharing stories
• Encouraging supporters to act as social ambassadors
• Attracting new participants from home or local areas

“Giving days, planned well, can be extremely engaging and uplifting for donors to participate in, especially if supporters can’t physically visit your premises or attend an event.”

Make sure giving online is an option

Online donations may become necessary rather than optional. Charities should:

• Establish secure online donation systems for single and regular gifts
• Clearly signpost online giving options via website, email, and mail
• Create instructional videos showing donors how to give online

We can help

Hubbub offers support for charities seeking specific guidance on supporter engagement, giving days, or improving online donation experiences. Organizations can contact them for assistance.

Other useful resources

The article references three external resources:

• UK Fundraising’s “Love For Fundraisers in a Time of Coronavirus”
• Pro Bono Australia’s “Five Ways For Your Charity To Stay Ahead Of COVID-19”
• Network for Good’s “Coronavirus Impacting Your Nonprofit? Here’s What to Do”