Coronavirus has not bypassed the charity sector silently. Its impact on charities has been well experienced by a majority, if not all. With 60% of charities already having to reduce their services and 30% having to close entirely, the journey so far has been tough. BUT, this is not to say that post-lockdown life will follow this pattern.
For those charities fortunate enough to still have their doors open, the future looks to be one of kindness, care and compassion. Amidst the chaos and social distancing, unity is shining through, and with this, a new appreciation for collective action.
New Values of Care and Compassion
The UK is fortunate to have the charity sector, just as we are fortunate to have the NHS. The current crisis has undoubtedly bowed a lot of heads and hearts in honour of our NHS and its key workers. Even previous non-supporters rallied behind the NHS, because the gruelling efforts of its staff through a time of complete panic elsewhere made an impact on people’s sense of collective conscious. By this logic, charities too are faced with an opportunity to show their worth in order to ignite new followers and volunteers across the UK. This unique time is an opportunity to use this new and revived pool of compassion for good.
This means continuing to shout about your charity’s mission and asking for support from your team and those around you as and when you need to – for more on how to keep communications up during lockdown check out this article. Making it clear why your charity’s needs are important and how they appeal to the new normal is a crucial factor to consider now more than ever.
An Opportunity for Creativity
There now exists a whole new pool of ideas on how to raise funds from home. See some of them here. A virtual gaming tournament or cooking competition via Zoom can help to increase morale for your volunteers and supporters of your charity, as well as to raise some much needed funds.
We have an opportunity and responsibility to creatively use the situation at hand. Having to step outside of our usual default modes of thinking can be a great thing. You may learn something new that you can take with your organisation into the future. Focusing our mindset on the present and goals on the potential for a positive future is part and parcel of the learning and growth process.
Keep Marketing Your Mission
How to put all this creative and positive thinking into action? Keep your charity’s marketing game clear and consistent. See our article on how to kickstart your charity’s marketing plan here. Now more than ever, people’s eyes and ears are open, both to new roles where their previous job roles have collapsed, and to the option to use their talents to do some good. This could well lead to the volunteer boom the charity sector has been waiting for!
Of course, this is not to ignore the blatant financial difficulties that charities are currently facing and will undoubtedly battle for the months to come. Some things we cannot change. But our mindsets are ours to choose. Our ability to use our potentials to create, care, and adapt, and to make the best of a bad situation is what will make this process a more manageable and positive one.
The capability of communities to pool together in order to uphold the health of the country as a whole is a big deal. Not only has it done wonders for peoples’ personal sense of morality and purpose, on a broader scale it shows a resurgence in core values of care and compassion. It shows our capability as a united whole. Our propensity to do it ourselves is clear now and psychologically, if not yet funding wise, there is a clear way forwards.