CIoF publishes supporter experience guide to help charities harness generosity during pandemic
Melanie May | 11 November 2020 | News
The Chartered Institute of Fundraising releases a new booklet today, aimed at helping charities increase the focus on the supporter experience and harness generosity in these challenging times.
Fundraising in the Time of Covid is a free resource and has been produced with the Supporter Experience Special Interest Group. It outlines six principles and suggested actions to help deliver the best possible supporter experience, and shares case studies on how charities, such as Child Rescue Nepal and GUTS UK, have used them.
In June, it was estimated that the charity sector was facing a £10.1bn funding gap. Since then, almost half (47%) of the UK’s charities have revised down their financial forecasts over the last two months in anticipation of a tough winter ahead.
The resource has been reviewed by fundraisers in a range of roles from large and small organisations, across different sectors.
As well as the booklet, there will be a webinar on 25 November at 2pm exploring case studies and practical tips for charities to help inspire supporters during the pandemic.
Angela Cluff, Chair of the Supporter Experience Special Interest Group, said:
“We’re delighted to share the principles and practical suggestions on how charities can put the supporter experience at the forefront of their fundraising in the extraordinary times we all find ourselves in.
“Now is the time to accelerate investment in the supporter experience. It is easy for us to fall into the trap of focusing on the money. If we focus on the experience the money will follow. So, the challenge is to orient ourselves to the experience, despite the pressures.”
Peter Lewis, chief executive of the Chartered Institute of Fundraising, added:
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“The beginning of Covid 19 was devastating for fundraising. Just as we thought we were beginning to return to a new normality, things are getting progressively worse again. The future is uncertain. The services provided by the UK’s causes are dependent on fundraising and that places a huge responsibility on each of us. There is a limit on what we can do.
“The Supporter Experience Special Interest Group has spent considerable time looking at the challenges our sector faces. How can we think about our supporters as partners to help us meet them? Experienced fundraisers have created this booklet to provide practical advice, which will help you. There are mountains to climb. But there is hope, possibility and opportunity.”
About Melanie May
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 thepurplepim.com.