Reflections of Fundraising in 2021

It As the global pandemic continued in 2021, IFC Founder and Chair, John Baguley reflects on what happened in the world of fundraising.

Aren’t we glad that’s over? But wasn’t it amazing how us fundraisers adapted to the awful conditions? And in some cases, some managed to thrive not just survive; though many charities took a lot of hard knocks, and not everyone survived with their job intact. Here, I reflect on what happened in the world of fundraising in 2021…

Thank you Zoom

Cometh the hour cometh the technology! Whilst the world quickly adapted to moving everything online in 2020, including fundraising activities, 2021 saw the introduction of hybrid events. A great example that is worthy of a big shout-out comes from Canadian NGO, True Patriot Love Foundation, whose annual gala transformed into a hybrid event in 2021. A combination of a small, in-person gathering, along with a larger virtual audience raised more than $1million for Canadian Armed Forces members, veterans and their families.

The power of social media

If your charity did survive 2021, the chances are its social media numbers went through the roof. Now all that easy recruitment needs very detailed analysis. The lessons of direct mail live on! Test, test and test again.

Social media also became the life-line for many charities during the pandemic. It became a vital tool for mobilising funds and actions during desperate times. Our very own IFC India Director, Jim De is one such example. His use of social media to mobilise action and funds to help children in India suffering as a result of the global pandemic resulted in him receiving the Mahatma Ghandi Humanitarian Award!

Major donors

2021 also saw the ridiculously rich speed up their divorce rate. Yay, that gave us all two fundraising targets instead of one – don’t you just love MacKenzie Bezos! That’s exactly what you should do with your billions. No sorry, I don’t have her number on speed dial (what is speed dial anyway) and if I did do you think I’d tell?

Global Giving 2022

The biggest thing to happen to us here at IFC in 2021 was the inception of our annual international online fundraising conference, Global Giving. It brought together expert fundraisers and donors from around the world. Focusing on the impact that Covid-19 had on fundraising globally, Global Giving 2022 explored how organisations navigated their way through the pandemic. It also examined what success looked like and what the world of fundraising should expect moving forward. Watch this space for Global Giving 2023.

So here’s to 2022…happy fundraising!