As the situation and official guidance for Coronavirus (COVID-19) develops, we want to make sure that our members, and everyone in the fundraising community, have the right information to help guide the actions you take and the plans you put in place.
The most important thing is people’s health and well-being. We want to ensure that you are prepared and informed so that you can keep your supporters, staff, and volunteers safe.
We appreciate that it is a difficult time for many of our members, who are having to think through contingency plans, keep up with latest guidance, and also work with partners and volunteers. You might be asked to revise business plans, work with finance teams on cashflow, and looking to see how you can best mitigate any future problems.
As much as possible, try to avoid rushed or hasty decisions and adopt a full-team approach – it’s good practice to document decision-making and make sure that Trustees are involved where appropriate. In all cases, it’s worth making sure you are familiar with the Fundraising Regulator’s Code of Fundraising Practice so that any decisions are in line with the regulatory standards.
Our causes and our communities need fundraising more than ever. It is only with the skills and experience of fundraisers that charities will be able to raise the funds they need to cope with steep declines in income and increases in demand for their services and support.
But every one of our supporters will be experiencing this crisis in different ways, to varying degrees, so it is more important than ever that our communications be honest, respectful, empathetic and appropriate for each charity’s individual context. Think carefully about who you are communicating to, what they might be experiencing, and how this should impact how you engage with them. Focussing on the experience our supporters have of our fundraising, how it makes them think and feel, is vital to help make sure they come through this crisis with you – perhaps closer to your charity than before.
Fundraisers are doing amazing work in the face of impossible challenges – pivoting quickly from campaigns that no longer feel appropriate in this new context, launching frank and urgent emergency appeals, developing innovative partnerships, and upskilling in, and adapting to, digital tools. We have seen that people, our supporters and the public as a whole, want an opportunity to contribute to the impact we make in this crisis - we must give them that opportunity. Fundraising empowers and inspires individuals to make a difference, so make sure your supporters know in no uncertain terms what their giving can do.
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