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Charities must prove their worth and use digital media to beat recession, says CAF

By Sarah Kirk-Browne, Third Sector Online, 10 February 2010

How To Connect With Donors report published by Charities Aid Foundation this week

Charities should focus on demonstrating their effectiveness and making more use of digital media to overcome the effects of the recession, according to a new report.

How To Connect With Donors, published this week by the Charities Aid Foundation, concludes that charities can best tackle the recession by:

  • using electronic communications to reach donors;
  • showing they can respond to change;
  • demonstrating processes have been made more efficient;
  • making sure they are not reliant a small number of funding sources.

Liz Goodey, the report's author and head of research at CAF, said: "The report reinforces what many charities are already doing, but shows that the recession has put the spotlight on these issues in the minds of donors and that charities need to respond to dissipate any concerns they might have."

CAF polled 203 visitors to its website between March and June last year on how they thought the recession would affect charities and recommend how to address these challenges from a series of suggestions.

Most respondents had made financial donations to charity in the previous four weeks.

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