Fundraising in the midst of a global crisis

Anna Hunt Tusk Philanthropy Manager

Fundraising in the midst of a global crisis

At the start of the UK’s first national lockdown in March 2020, Tusk, along with many other charities, grew concerned about the Covid-19 pandemic’s impact on our ability to fundraise. Tusk faced the prospect of losing at least £2million of income from our planned events overnight.

We kept in close contact with our project partners to keep abreast of the challenges they were facing and their greatest need. It became clear that an emergency crisis appeal was necessary with a focus on raising core funds for partners who were drastically scaling back their budgets, making salary cuts and putting vital activities on hold.

Everyone in the world has been affected by the pandemic, yet a report by CAF shows that despite this, people in the UK did not stop giving. In fact, they donated more to the causes they care about most. The initial response by many was to support NHS and local health charities. But slowly, as the nature of the UK’s news coverage widened to reflect the global impact of the pandemic, including the link between public health and conservation, altruistic intent shifted. We launched our appeal in May.

Tusk donor Louise Studd was obligated to support. “Although being a regular supporter through a modest monthly standing order, I felt compelled to do more as the pandemic was clearly having catastrophic consequences for wildlife conservation,” says Louise.

“Rather than sitting at home feeling depressed, I decided to make a fairly large donation toward Tusk’s crisis appeal, as the fund was clearly destined to go to the very root of the problem.”

With thanks to the generosity of our loyal supporters like Louise, as well as many new donors, the appeal raised over £700,000 to help us plug some of the gap in funding.

The link between conservation and global health had been thrust firmly into the public eye, and our work at Tusk had taken on a new national significance. In November 2020 we were selected as a charity recipient of The Times and The Sunday Times Christmas Appeal.

“Covid-19 has been devastating lives and livelihoods across the world,” says Kaya Burgess from The Times about Tusk’s selection. “At the same time, there has been an increased awareness and acknowledgement of the harm being caused to wildlife and their habitats by human activity. Tusk's work addresses both of these elements. The Times and Sunday Times Christmas Appeal chose Tusk as a beneficiary because of its dual approach of protecting wildlife and supporting human communities.”

Remarkably, with around half of UK charities reporting income declines in 2020 , the year ended as a record one in Tusk’s fundraising history. Thank you to all who have supported us during these challenging times.

The Times and Sunday Times Christmas Appeal chose Tusk as a beneficiary because of its dual approach of protecting wildlife and supporting human communities.

Kaya Burgess

Above

Lion rangers in Laikipia Kenya monitor alerts for collared lions Credit: Jeff Waweru

Right

Tusk Trustee and Philanthropist, Beatrice Karanja receives a gift from Lewa Wildlife Conservancy rangers for her support to their unit Credit: Lewa Wildlife Conservancy