Charities depend on fundraising; and the more crises the world faces, the more funds they need. Unfortunately, at a time of seemingly endless emergencies, all loomed over by the existential threat of climate change, the risk is that donors become like rabbits caught in the proverbial, unsure what to do next, just as their help is needed most.
It’s a phenomenon Sarah Kiernan, a member of Trócaire’s fundraising team, is familiar with.
“We have to be aware that donor fatigue has evolved into more than people feeling drained by the constant demands on their philanthropic side. Now there is a feeling of general overwhelm caused by the sheer magnitude and seemingly unrelenting nature of the crises affecting the world today, from ongoing conflict to the far-reaching consequences of climate change,” says Kiernan.
“People are bombarded by news and social media and even their own networks are now largely consumed by the enormous challenges we face. That said, in Ireland we are extremely fortunate to have some of the most generous, compassionate and resilient people in the world who consistently come through, time and time again, to support those who are less fortunate.”
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Trócaire’s teams are “constantly humbled by the unwavering loyalty of our donors who, even in times when they themselves are facing difficulties, still support us,” she says.
“We are all quite in awe of our donors, and the most rewarding days for staff are when we are able to do a stint opening the post and get to read the handwritten letters of a child who has done a bake sale and raised €140 or the lady who has spared a fiver of her pension to make a difference in someone’s life.”
With the cost of living crisis still causing pain and prices remaining high even as inflation abated, the charity makes sure to let people know they should only support it if they can.
“We work hard on the language we use with our donors to this end, and it is important to acknowledge the times we are in, and that we understand that not everyone can support us in the way they used to,” says Kiernan.
Any charity’s ability to raise funds from the public comes down to one thing: trust. Having it is its fundraising superpower.
“We have been working with at-risk communities around the world for 50 years now so there is great history there and a trust that we have built up, where people believe strongly in the work we do and our ability to do it. But we will never take that trust for granted and are as transparent as possible with them and try to make our relationship as two-way as possible,” says Kiernan.
“In challenging times for the charity sector, it will be the relationships that you build up and the trust in your organisation that will help you to weather uncertain times, when help is actually needed more than ever.”
Trócaire works hard to ensure donors feel connected too.
“One thing that we feel very passionately about is sharing good news stories with our donors about what their generosity has achieved. It is important in these times to show people that they are making a difference,” says Kiernan.
“We are reaching the people in need, building hospitals, ensuring schoolchildren get a hot meal a day, setting up schemes to help mothers to be feel safe and supported. All of this work is only possible because of the support our donors give us, and so empowering them with these stories is key.”
That narrative element is important too, Kiernan adds.
“We don’t bombard people with facts and figures and big lofty statements. It’s about authentic stories of individuals that people can relate to. And we try to give positive news and aspects of people’s lives too, so that people can feel connected rather than helpless,” she explains.
“In a world where the enormity of the problems can make us all feel small and helpless, it is the kindness of donors and supporters that can make all the difference. So, we celebrate that as much as possible and, together with them and our incredible local partners, and the communities they work with, will keep going as long as we are needed.”
