Trends in a post-pandemic world

Pondering a new future for charities

May 7, 2020 | Crisis, Heather Beresford

It was good to hear Cian Murphy at NfpSynergy saying 68% of the public want charities to keep fundraising through the coronavirus outbreak. He was talking at the online CharityComms conference, ‘Engagement strategies for charities in a coronavirus dominated world and beyond’. And it’s been certainly our experience here at Catalyst. Our homelessness appeal for Crisis raised millions within weeks.

New trend for authentic comms

It was also interesting to hear how the sudden explosion in home-working is ushering in a more relaxed style of communicating. Not only are we seeing each other’s exotic wallpapers and cuddly pets, but everyone from BBC presenters to yoga teachers are making rough content from home. One legacy of Covid-19 is indeed likely to be more raw, authentic comms.

A post-pandemic world

It was helpful to ponder how charities stay relevant in a post pandemic world. Speakers highlighted key trends – like the huge upsurge in volunteering and a sudden warmth for local community – while urging charities to adapt.
Another interesting theme was ‘post traumatic growth’. The pandemic has exposed the fragility of our world, and most people have responded with incredible kindness. As we rebuild society, we’re likely to see more ‘pro-social behaviour’ and greater support for charities.

The road ahead

It was all great to hear, but we’re conscious Covid-19 could hit charities hard when the economic impact of lockdown takes its toll. So alongside urgent coronavirus appeals, we’re busy forming pre-emptive plans with our clients to help them survive and meet demand through the coronavirus outbreak and beyond.
We may feel we’ve been in lockdown for ages, but the Covid-19 journey has still got a long way to go and the fundraising environment will change. The key is to stay close to supporters, listen, articulate impact and empathise throughout.
To find out more, you can read the Charity Comms’ blog.

Heather Beresford
senior copywriter and founder of the Stairs Challenge.
7th May 2020

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