Fundraising in a crisis

Australia’s not-for-profit and charity sector is feeling the impact of COVID- 19. Many organisations, already strained by bushfires and drought, are now looking at a fundraising calendar devoid of events. To make things worse, funding pressures are being exacerbated by an uptake in demand for services across the sector. This “perfect storm” is so grave, it is threatening the future of many organisations.

There is no doubt the government has a role to play in providing financial assistance, but some charities are refusing to suspend to let the corona virus dampen their fundraising efforts completely.

So, how are charities at home and abroad already pivoting their fundraising strategy and developing innovative ways of raising funds?

Virtual events: The Women in Super Mother’s Day Classic is an annual fun run and walk raising funds and awareness for breast cancer research. Unable to go ahead, the events has launched a virtual event challenging applicants to complete the run in their own time and giving them access to an online community with inspiriting content and giveaways.

Locate your competitive advantage: For the RSPCA, self-isolating Aussies make prime candidates for its foster program. Realising that working from home can be lonely, the charity is using PR to build awareness around one of its key initiatives – and it’s stealing headlines around the country

Brand partnerships: Know your brand advocates. Prominent music industry charity, Support Act, certainly understand the power of its most influential advocates, with several musicians, like local Alex Lahey, taking on an unofficial fundraising role. Globally, musicians and other artists are requesting ticket refunds are donated or getting their hands dirty in order to boost morale and funds.

Locally, charities are still recovering from the news that in essence, their major fundraising activities cannot proceed. The next few months will prove testing times but are likely to spawn new and innovative fundraising activities.

Watch this space.

Molly Bruce