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%<\/a>, meaning that fundraising is vital during this time. However, with fundraising events being cancelled \u2018Children In Need\u2019 need to clearly communicate new, safe ways people can fundraise following the government\u2019s 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.<\/p>\n\n\n\n \u2018Children In Need<\/a>\u2019 has adapted to the crisis with new ways of communicating and with a stronger focus on shared and earned media. Despite \u2018Children In Need\u2019 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. <\/p>\n\n\n\n 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. \u2018Children In Need\u2019 state on their website \u201cGood news travels fast on social media \u2013 and not only will it keep you connected in difficult times; it might inspire others to donate as well!\u201d (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.<\/p>\n\n\n\n Lauren Phoenix is a student blogger from the MA in Media and Public Relations at Newcastle University<\/strong><\/p>\n\n\n\n References:<\/strong><\/p>\n\n\n\n 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).<\/p>\n\n\n\n BBC Children in Need (2020). Available at: https:\/\/www.bbcchildreninneed.co.uk (Accessed: 14 November 2020).<\/p>\n","protected":false},"excerpt":{"rendered":" By Lauren Phoenix COVID-19 has forced many organisations including \u2018Children In Need\u2019 to change and adapt to new ways of working, the organisations that don\u2019t respond and be reactive to the pandemic will fall behind. According to Charities Aid Foundation … Continue reading ![\"\"](\"https:\/\/blogs.ncl.ac.uk\/prnewcastle\/files\/2020\/12\/pudsey-bear.jpg\")
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