1 min read
Our community’s capacity for generosity continues to astonish.
Covid-19 has unleashed devastation throughout the charity sector. The combination of economic uncertainty reducing the pool of potential donors — and the amount those who can still donate are willing to give — and the restrictions on large gatherings which destroys many of the usual fundraising activities, has had a terrible impact.
Earlier this month, for example, Jewish Care revealed it is having to lose around 100 jobs. Almost every charity has a similar story to tell.
But in recent weeks another pattern has also emerged — of charities adapting to the new environment and finding new revenue streams.
Four weeks ago, Norwood held its online “annual dinner reimagined” with an audience of 5000. The event matched the £3 million raised at last year’s pre-pandemic dinner.
Last weekend, Chai Cancer Care launched its fundraising appeal. It set an ambitious target of £1.5 million. Within hours it had doubled that, raising over £3 million — from a truly remarkable 11,000 separate donors.
There are lessons to be learned from this. When we return to something like normal, charities should maintain this level of innovation, attracting new donors and new ways for them to give. The old ways worked well — but plainly the new methods, even if born of necessity, also work.
And we should pat ourselves on the back. Even during a pandemic and economic calamity, we still put our hands in our pockets for deserving causes. Just as we have always done.
