Why should charities start a podcast?

Charities usually have three main goals:

1. Attract and keep more donors and supporters.
2. Encourage them to give more over time.
3. Keep staff motivated and passionate about the cause.

With nearly 500,000 charities and social enterprises in the UK, and 20,000 of those bringing in over ￡500k a year, growing your donor base is vital. Recent shifts in donation trends are due to reduced opportunities to give, not a lack of willingness. Countries like Nigeria, Kosovo, and Thailand are stepping up, using creative ways to support causes, while traditional leaders like the US and UK have dropped in rankings.

Globally, 45% of donors give monthly, showing loyalty, but there's a risk of them losing connection with your charity. Many donors forget about their recurring donations and don’t engage with your updates, meaning they might not increase their contributions or encourage others to give.

It’s also harder to recruit volunteers now. People are more likely to volunteer if they’re asked by a trusted source, understand your mission, and see how their time will make a difference.

So, what’s this got to do with podcasting? A lot, actually!

Podcasts are booming, with nearly 40% of Americans and 18% of UK adults tuning in regularly. People listen to podcasts to learn new things, and they’re staying engaged for longer periods. It’s likely that your current and potential donors are among these listeners—so why not reach them through a medium they already enjoy?

Podcasts work! Brands using podcasts see significant boosts in engagement, brand awareness, and even sales intent. Younger audiences, especially Gen Z, are tough to reach through traditional ads but are big fans of podcasts, making this a perfect platform to connect with them.

If commercial brands can see such benefits, why shouldn’t your charity? You’ve got a community of supporters, so leverage podcasts to increase donations, boost volunteer participation, and attract new, younger supporters.

Private podcasts are also gaining traction. They offer exclusive content to specific audiences, like top-tier donors or those who opt-in. These podcasts can add value, retain supporters, and even generate revenue through subscriptions or sponsorships.

Consider what your charity could achieve with a podcast. Whether you’re sharing success stories, engaging volunteers, or keeping your team connected, a podcast is a versatile tool that can help you reach and inspire your community in new ways.

Ready to explore podcasting for your charity? Auddy’s team can help you plan and produce content that resonates with your audience. We’ll even find the perfect voice talent to tell your stories.

Curious about what a podcast could do for your charity? Let’s chat: Get Podcasting with Auddy.

For more information on this topic, see our blog: Why Charities Should Start a Podcast - Auddy