Now more than ever, we need to be charitable

Let’s be honest, as business owners and managers many of us tout our Corporate Social Responsibility on web pages, or seek to maximise PR opportunities for the occasional act of philanthropic (and tax deductible) generosity. But perhaps we could do more.

The hard fact is that many charities have experienced, and are continuing to experience, a devastating loss of funds at a time when they have also had considerable extra costs. These range from additional therapeutic services and finding more accommodation to basics like needing more toiletries, anti-bacterial wipes, food and medicines for their clients.

It’s understandable of course that at a time when the pandemic is threatening so many people’s livelihoods, numerous members of the public who would normally support their local and/or national charities have felt the need to cut back. Business have also been staring into a financially precarious future due to the combination of the pandemic and an unpredictable economy, so budgets to support charities may have been cut. To compound this problem, charities have faced the problem of not being able to organise the community events and gatherings that would have formed such an important part of their fund-raising drives.

However, to draw on the old adage, ‘In adversity lies opportunity’, it is fascinating to note how energetically and dynamically the charitable sector has responded to this challenge. Take Mencap, for example, whose work is aimed at valuing and supporting people with a learning disability, and their families and carers (mencap.org.uk). Here in Northern Ireland, the charity’s fundraising efforts are led by Seán Conlon, Community Product Lead. Seán explains the adverse conditions he and his colleagues have faced, and how they have risen to these challenges.

“A lot of our activities are based around community and event fund raising, such as a runs, fun days, bake sales. But when Covid broke out these came to an absolute standstill. Unfortunately the need for our services did not. ?We responded in three ways: we shifted our focus online and enhanced our digital engagement with our supporters and donors; we improved the quality of our promotional collateral with high calibre design; and, we became more creative by introducing innovative, fund-raising themes and eye-catching videos that grabbed people’s attention and encourage them to support us.?It has been invaluable in terms of contributing towards our funding, and just as importantly, in growing our audience and enhancing our community.”

While this is good news and we applaud the efforts of Seán and all his colleagues at Mencap, overall prospects for the charity sector are bleak. The Northern Ireland Council for Voluntary Action (NICVA) has published the results of its recent survey, which was aimed at gathering information on the impacts being felt by organisations due to the COVID-19 crisis and the support and guidance organisations are seeking. The findings revealed that almost all respondents (98.3%) indicated that the crisis was impacting their organisation, while nearly one in four said that the survival of their organisation was threatened.

So as a business community, what can we do? Well HPN will be digging a bit deeper into its pockets to help a number of nominated charities this Christmas. Perhaps you will consider doing so too.