Innovation is key to adapting to changes in giving
Over the past five years, CAF’s UK Giving Research has noted a steady decline in public donations. Their 2022 report found that in 2021, the proportion of people making a donation each month was lower than the equivalent month in 2019 – a trend which continued into 2022.
This decline in giving risks being exacerbated by the current economic climate, as CAF found in September 2022 when 3.2 million people said that they recently reduced or stopped a regular charity donation due to the cost-of-living crisis.
But there is perhaps some good news for heritage organisations: CAF’s UK Giving 2022 report also found that the proportion of respondents who had recently donated to a conservation, environment or heritage-related cause has grown slightly over the past 6 years – from 13% to 16% and has remained stable post-pandemic at 16%. This indicates that there is likely a committed pool of donors ready to support the sector.
The good news – opportunities abound
Despite the backdrop of a challenging economic climate, organisations are proving that new ways of fundraising can help them reach new donors.
Steven Franklin, Social Media Manager, National Archives expects short-form content to grow in popularity in 2023 and emerging technologies like artificial intelligence (AI) to become more mainstream.
Equally, some organisations are now embedding contactless donations into their operations, such as the Upper Norwood Library Trust, who have used QR codes to capture donations on livestream channels and printed media.
Fundraisers should already be considering how to navigate these changes to the giving landscape and find new ways to connect with new donors, whilst nurturing relations with loyal supporters.