Raising money, changing lives

Sophie Chalk discusses the right approach to fundraising.

Millions of Brits support charities every single year through one-o or monthly donations. The opportunity to give something back and help those less fortunate or who are facing di cult times enriches our lives and can change that of others. Whether giving money, organising a fundraising event or accepting a sponsored challenge, there are also benefits for our mental health, happiness, fitness (depending on the challenge) and skills. Is there a charity close to your heart that you want to do more for? Are you thinking of a fundraising campaign? Here’s a low-down on what you need to know…

The fundraising landscape today

Given the financial implications of the pandemic on many households across the world, it would not be surprising to learn that charitable donations su ered too. Interestingly – and to the credit of the global population – donations increased during the first year that Covid-19 really took a hold. UK household donations rose from £10.6bn in 2019 to £11.3bn in 2020, for example. This is reflective of the general public’s response to natural disasters or outbreaks of violence, such as the recent and on-going events in Ukraine. However, this is only a small chapter in an otherwise melancholy story. The trend for charitable donations in recent years has suggested a downward turn in number of people getting involved. It looks like fewer people are collectively donating more – with the average amount given via donations or sponsorship increasing from £45.69 in 2019 to £53.52 in 2020. When considering demographics of those donating, those of 65 years or older are more likely to contribute – 65 per cent of the over-65s compared to 53 per cent of those aged 25-44. Of course, this may not help you when looking to raise money for your good cause, but it’s important to be aware how others may perceive your request for sponsorship or ‘spare change’. General spending across the nation was down between March 2020 and March 2021 by more than £100 a week compared to pre-pandemic levels, likely a result of around 33 per cent of workers experiencing a reduction in household income during the same period. Though one could argue the beginning of an economic upturn in more recent months, many families will likely still be feeling the pinch. Increases in everything from energy to national insurance contributions are a ecting the cost of living for most of the population. As such, it could be very di cult for individuals to dip into what small disposable income they have left to support your fundraising. It’s essential to be mindful of this when tapping up the o ce for cash – it may not be obvious who is struggling.

Support and objections

Aside from personal funds, there are several other reasons that people might be hesitant to support a fundraising activity. One that might surprise is general attitudes to charities. Over half of the UK residents surveyed in the Giving Britain report in 2021 thought that charities are too corporate and, as they say, “have lost their humanity”. More than 40 per cent believed that

Sophie Chalk is an editorial managerat EK Communications.

charities were no longer e ective solutions for social problems and 29 per cent criticised charities for taking a political standpoint. Nationwide cynicism has been further fuelled by calls to more closely monitor and regulate executive pay in charities after salaries for some individuals topped £100k or even £150k.

Various banking reports from the past few years have suggested an array of other barriers to donations, including too many other financial obligations, lack of control over how money is used or lack of knowledge regarding how charities work. There is also widespread scepticism that a small donation will do little to impact the lives of others in any meaningful way – so why bother? Of course, there are many arguments against this too, so keeping this in mind when presenting your fundraising project to others and asking for their hard earned cash will be beneficial.

With all of that said, there are also many reasons why people will be more than happy to support charity fundraising. Aside from the obvious of being able to improve quality of life for another person or animal, there are advantages for the person giving. On a basic level, it feels good to help others. It’s empowering and joyful, and can add to our happiness and self-esteem. It is often humbling to learn about the plight of others, to educate yourself on the challenges that so many people face around the world. This can help us stop taking so much for granted and really appreciate what we do have for greater fulfilment in our own lives.

Yet another benefit of getting involved in fundraising is that you can expose yourself to new things, learn new skills and make new connections with people you would not have otherwise encountered. Not only is this enormously rewarding, but it could open the door to more exciting opportunities in the future.

Go about it the right way

If fundraising in the workplace, it’s important to do so without making people feel uncomfortable. Not only is this better for team morale and interwork relationships, but it will also maximise the amount you are able to raise. If you are approaching colleagues as an individual seeking sponsorship for an event or challenge you are taking on, consider: fundraising for. If people know where their money is going and who it is helping, they are more likely to put their hands in their pockets. Be totally transparent. If you are fundraising for equipment or food for an expedition or local community charity that you are buying yourself, share receipts for anything you purchase so people can see exactly where the money is going. As already mentioned, we’re a cynical society so it’s essential to be up front! Don’t put people on the spot – physically walking up to each individual in the o ce and asking for money in front of everyone puts them in an awkward situation. Though you want to encourage donations, everyone has the right to decline and should respectfully be given the opportunity to do so. Don’t automatically share people’s donation amounts with others. Those who give less may do so due to their personal circumstances and should not be shamed for that – they are still donating to your cause after all! A collection box in the o ce and/or an online fundraising page where people can hide their donations amounts are both great options. (The latter is also good if your team is still working remotely – just ask permission if you plan to email everyone through the work system to ask for their support.) The size of your team may be a factor, but consider thanking everyone personally for their donation to show your appreciation. In some cases, you might also approach your employer about a business-backed pledge. This will depend on your company’s fundraising policy, but if you take the time to present to the boss or board, you might look at opportunities for an agreed percentage of income for the month to go towards your campaign or for the company to make your project their charity of the month/year. Alternatively, businesses might pledge to meet what you raise by a certain date to double your total, or could sponsor you by purchasing kit on your behalf. Once again, organisations are not obliged to support such endeavours, but it doesn’t hurt to ask if you do so respectfully. Thinking about non-monetary ways to gain support for your chosen charity may also be helpful. Some colleagues could be more comfortable donating their time or expertise to a project than donating cash. It’s not appropriate every time, but definitely worth considering. For more information, there is a Code of Fundraising Practice available online from the Fundraising Regulator, which could be helpful when approaching colleagues or your employer.

It all counts

At the end of the day, anything you raise for your chosen charity or good cause will make a di erence to someone. Asking your colleagues and employer for support can help to strengthen working relationships and bring people together in a shared passion or interest – just be sure to go about it the right way.

References available on request.