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Donor Attitudes Research Round 3 – 6 months into the COVID-19 Pandemic, how are people feeling about giving?

As the COVID-19 pandemic continues, and our charitable organizations are working really hard to communicate and engage donors and the community so understanding how people are feeling as we move into Year end is vital. What are their priorities now and how are they seeing your cause in the bigger picture?

Blakely, in collaboration with The Aber Group have conducted a third round of research among women and men aged 35+ in Canada and the US. The aim is to find out how people are feeling about charities as COVID-19 continues and we are moving into the critical year end timeframe for giving. We will look at how attitudes are shifting and how we can apply the learning about our audiences to our programs.

We’ll share the third round of these results in our FREE webinar and dive in on some of the critical issues that impact our strategies and thinking as we move forward together.

Key areas of focus for the Google Survey include:

Attitudes towards giving during the pandemic – are people more, or less inclined, to give now than in the early days of the pandemic or prior? Are they planning to give more, less or the same as last year at year end? And how has the giving during the pandemic impacted their giving moving forward?

  • Are there differences between men and women, ages, regions, Canadians and Americans?
  • How do people want to help now, and how does this impact our case for support?
  • What do donors need/want from us?
  • How can charities that are not directly responding to COVID-19 communicate with their donors?
  • Indications on how efforts now might translate to giving in the future

We’ll translate findings into actionable advice and share ideas on how your charity – regardless of size or cause – can communicate with your donors in the best possible way. Our goal is to support you in your key communications and understanding of donor needs, and help you align messages that will make a difference in your donors’ experience through the crisis into 2021.