Despite times of hardship and austerity, the public will always find room in their hearts to donate to their favourite charitable causes. Traditionally this has been down to personal reasons, with many donors dipping into their pocket for causes close to their heart – whether Cancer Research or British Heart Foundation. Over the past five years though, there has been a noticeable sway toward campaigns and fundraising that engages donors worldwide and gives them a sense of not only donating to a good cause but being involved in an identifiable movement for change. Below we look at a few ways that charitable causes continue to influence:
Influence of Social Media
Charities large and small have long been using the internet and social media in order to publicise their cause, and no charity drive has been more powerful than the Ice Bucket Challenge. This trend began in the US in 2014 as a way of raising money for a degenerative medical condition called ALS (Motor Neurone Disease in the UK) and soon the internet became swamped with films of people having ice cold water dumped over them as the idea went viral and spread around the world. Even if you didn’t participate directly, you couldn’t help but be aware of the cause behind the stunt and almost everyone knew someone who took part. Due to its amazing success, the ALS Association declared that it would be an annual challenge ensuring that it continued to raise money for the cause.
Personal Connections
Charities rely heavily on the personal connection aspect and those involved in medical research, like Cancer Research UK, know that this is a subject which affects many of us directly or indirectly. This personal connection we have with those affected by the disease, coupled with highly emotive TV advertising, ensures this particular charity is always at the forefront of public awareness. In publicising the advances made in the field of research and in developing new ways people can take part in fundraising campaigns Cancer Research UK is assured of funding for years to come.
Similarly, the charity Help for Heroes is another one close to people’s hearts – particularly when our servicemen and women are still involved in conflicts around the world. And again the watchword is publicity, with social media, the web and local news media playing a vital part in raising awareness of problems faced and funds needed.
Big Names Still Dominate
Worldwide the big names are Oxfam, Save the Children, and Water Aid – these are names that are instantly recognisable because they are established brands who specialise in marketing themselves by always being in the news and on the high street. By publicising their work and emphasising the urgency of situations around the planet, they often rely on big name celebrities who they believe will resonate with the public to front their campaigns on top of being traditional ‘go to’ charities.
The need for charity will always exist in the UK and abroad, and with this it means charities will need to be more and more inventive to get the public to part with their money. By continuously evolving their fundraising in line with social trends, it will ensure they remain in the public eye and become an essential legacy to the world of fundraising.
Article supplied by www.flowcaritas.co.uk – recruiter for jobs in the UK wide charity sector.
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