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Benchmarking tool launches to support sector’s Covid recovery

Benchmarking tool launches to support sector’s Covid recovery

A quarterly benchmarking tool is launching to track the impact of Covid-19 and the sector’s recovery, and provide guidance on how to respond and rebuild.

Put together by Open and Freestyle Marketing, who are also behind Charity Benchmarks, the Covid-19 Impact Monitor will give leaders insights into the effect of Covid-19 on fundraising and how to rebuild fundraising activity.

They said:

“Fundraisers are being asked to reforecast or even restructure when none of us have lived or experienced a time like this before.

“With the Covid-19 Impact Monitor we want to help decision making by delivering concise, focused reports giving clear comparisons between fundraising programmes as well as a view on the expectations for the future – on a quarterly basis.”

The Covid-19 Impact Monitor will compare KPIs for each quarter of 2020 and beyond with the corresponding quarter of the previous year, allowing organisers to see the impact of Covid-19 and track the sector’s recovery. Participants will receive detailed, fully illustrated reports for quarters 1-3 in November 2020, and then an additional report for quarter 4 in January 2021.

As well as tracking performance on a quarterly basis, organisers will talk to fundraising leaders and practitioners at all levels across the sector to understand how they see both the immediate challenges and the longer-term implications of the current situation. These findings will be published alongside the data to prompt discussion, share knowledge and add a further dimension to the report as well as further support for the charity sector.

Looking across a range of fundraising types – from cash giving and retail to corporate and statutory funding – the report will focus on the key metrics leaders need to understand performance, including:

  • Revenues
  • Fundraising costs
  • Supporter volumes
  • Recruitment performance and CPA
  • Retention rates
  • Staffing levels and resource

It will also collate and analyse more qualitative data including:

  • Fundraising plans and priorities
  • Targets and confidence levels
  • Fears for the future
  • Innovation and diversification
  • Team function, culture and morale
  • Ideas and attitudes at exec and trustee level

Participation in the Covid-19 Impact Monitor costs £5,000 (exc. VAT). Chartered Institute of Fundraising members can access a discounted rate of £3,450 (exc. VAT). To take part in the survey, a charity representative with oversight of all fundraising activity (typically head or director of fundraising) should contact or before 30 September. Surveys should be completed by mid-October with the first reports returned to participants in December.




Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via

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