Tag Archives: #childreninneed

Pudsey even more in need in Covid times

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By Piotr Boiwka

AS PUDSEY Bear has changed in time, the idea it represents is still actual. Children are in need and for the 40th time, the fundraising event has been broadcast by the BBC.

This year, it was even more important due to the COVID-19 pandemic, which affected young people abominably in many ways. The number of children affected by food insecurity, anxiety, and stress increased significantly.

Time for charities is extremely difficult. Analysis of more than 1,600 fundraising pages made by BBC showed that the average amount raised by the given organisation decreased from £657 a month in February to £236 in June. This is even more dangerous for small charities which are mostly affected by lack of funds.

But even huge fundraising campaigns like Children in Need observed remarkably lower income, comparing to previous years. This year’s £37 million looks phenomenal, but when we look at over £47 million gained in 2019, it seems a little bit pale.

What went wrong? Simply saying – coronavirus. Because of the COVID-19 pandemic, lockdowns, and economic crisis people are worried about their financial condition, what causes a lower level of donations for charities on all levels.

NGOs are struggling to gain an audience when they are unable to provide traditional forms of events. Strategies based on crowded gatherings on fresh air were mostly impossible to deliver. Fundraisers needed to adapt to create a digital equivalent, often without any previous experience in this area. Many have done that with success, but it still has not matched financial results from the past.

Hopefully, circumstances from this year will result in combining both ways of organising events in even more successful fundraisings. Digital versions are much cheaper and abilities to gain the public’s attention are endless. Innovation and creativity made a huge jump ahead and this year’s experience will surely pay off in the future.

Piotr Boiwka is a student blogger from the MA in Media and PR at Newcastle University

Children in need – Fundraising during a pandemic

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By Lauren Phoenix

COVID-19 has forced many organisations including ‘Children In Need’ to change and adapt to new ways of working, the organisations that don’t respond and be reactive to the pandemic will fall behind.

According to Charities Aid Foundation during COVID-19, there has been an increase in demand for charity services, however, the donations have dropped over 50%, meaning that fundraising is vital during this time. However, with fundraising events being cancelled ‘Children In Need’ need to clearly communicate new, safe ways people can fundraise following the government’s guidelines. If they create positive meaningful communication with their audience and keep stakeholders engaged and aware this will allow them to meet their fundraising targets.

‘Children In Need’ has adapted to the crisis with new ways of communicating and with a stronger focus on shared and earned media. Despite ‘Children In Need’ having strong relationships with the public, they need to continue to build these relationships online to increase awareness using clear, transparent communication to encourage fundraising and highlight the importance of sponsorships.

Social media is very important for organisations during the pandemic as it allows them to easily connect with audiences and create a sense of community online which is important for relationship building. ‘Children In Need’ state on their website “Good news travels fast on social media – and not only will it keep you connected in difficult times; it might inspire others to donate as well!” (BBC Children in Need, 2020). This highlights the importance of earned media to increase exposure and engagement. COVID-19 has provided the opportunity for change with new relevant ways to communicate and reach new audiences, offering virtual and digital events and this type of communication may be where the future lies.

Lauren Phoenix is a student blogger from the MA in Media and Public Relations at Newcastle University

References:

The coronavirus outbreak and charitable giving | CAF Research (2020). Available at: https://www.cafonline.org/about-us/research/coronavirus-and-charitable-giving (Accessed: 14 November 2020).

BBC Children in Need (2020). Available at: https://www.bbcchildreninneed.co.uk (Accessed: 14 November 2020).