More than ever, charities and non-profits need support.iStockPhoto / Getty Images
Seventy per cent of fundraisers expect their charities to raise less money this year compared to 2019, according to the Coronavirus Response Survey conducted by the Association of Fundraising Professionals (AFP) in May.
More than 160 fundraisers from charities across Canada were surveyed about the impact of the coronavirus on their organization’s fundraising and asked if their organization was being forced to lay off staff or enact pay cuts.
“From the moment the pandemic was declared, we knew there was a strong likelihood that charities and non-profits would be hard hit,” says Paula Attfield, chair of AFP Canada. “World markets took a nose-dive, meaning that corporations and wealthy Canadians would likely have less money to make their charitable contributions, and further, traditional face-to-face methods of fundraising have been curtailed.
“As revenues have decreased, the need for charitable services has increased as a result of the effects of the virus. As Canadians lose their jobs, food insecurity has increased along with a host of other socio-economic issues. Our research has borne out our worst fears on the impact to our sector and our society.”
Charities saw mixed returns in the first quarter of the year, with approximately 46 per cent of respondents seeing reductions in giving compared to the same time in 2019.
But fundraisers think the second quarter – and the rest of the year – will be far more challenging. More than seven in 10 respondents (72 per cent) think they will raise less in the second quarter of 2020, and for the year, 70 per cent think their charities will raise less money in 2020 compared to 2019.
While expecting drops in giving, almost half, (47 per cent) of the organizations surveyed are expanding fundraising programs to include initiatives such as donor stewardship – connecting donors to the cause and inspiring them to get more involved – social media, online fundraising and creating virtual events.
“Our work is more important than ever, and AFP has advised our members to continue their vital fundraising efforts,” adds Ms. Attfield.
Not surprisingly, charities are turning away from in-person events for the immediate future, with 92 per cent of respondents indicating they would reduce the number of such events during 2020. More than two in 10 organizations (23 per cent) have already postponed five or more special events, and 14 per cent have cancelled five or more events.
Paula Attfield“As Canadians lose their jobs, food insecurity has increased along with a host of other socioeconomic issues. Our research has borne out our worst fears on the impact to our sector and our society.
Chair of AFP Canada
“Our new abnormal has impacted how charities interact with their communities of donors and supporters, especially for those organizations who fund a large portion of mission through special events,” says Ken Mayhew, chair-elect of AFP Canada. “While the enhanced use of technology and virtual events are good options, migration to different channels needs to be done in careful consideration of an organization’s capacity, culture, volunteers and donor base. Donors and event volunteers want to help and appreciate how their support is needed now more than ever, even as events go virtual.”
Fundraising has been made particularly challenging as fundraisers and other staff have been forced to work from home. Ninety-three per cent of fundraisers indicated they were working from home, not having immediate access to resources at work or being able to touch base with donors face to face, a key part of fundraising.
The decrease in giving due to the coronavirus has had additional effects on charities throughout Canada. Thirty-one per cent have laid off staff, while an equal percentage have laid off staff temporarily. In addition, 18 per cent of organizations have instituted pay cuts for staff.
“The good news is that Canadians continue to be incredibly generous,” says Ms. Attfield. “We’re asking all Canadians to please donate to your favourite charity if you are able. There are still so many ways that can be done, online through the mail or by phone. Giving to help the community is a critical way that Canadians can have a lasting impact and help create a better tomorrow.”
Produced by Randall Anthony Communications. The Globe’s editorial department was not involved in its creation.