First findings of the COVID Impact Monitor to be revealed at a free online webinar this Wednesday, 27 January 2021 (sign up below)

The first findings of the COVID Impact Monitor have revealed that charities saw emergency revenue quadruple in 2020 compared to 2019, while regular giving held up and online giving surged. Recruitment levels collapsed however, while retail income dropped 94%.

The first phase findings will be shared a online webinar this Wednesday, 27 January, at 1pm, with Open’s James Briggs and Freestyle Marketing’s Allan Freeman live online to share the data and answer any questions from participants. The is a free event which charities can sign to up here

The COVID Impact Monitor is produced by Charity Benchmarks – a joint venture of Open and Freestyle Marketing, which has tracked charity income and performance through the pandemic to develop a data-driven insight into the impact of COVID.

The Monitor provides participating charities with tailored reports into their 2020 performance and highlights which activities have been negatively, and in some cases positively, impacted by the pandemic and subsequent lockdowns. The data allows fundraisers to take action to improve their fundraising. They can also explore what 3,200 fundraisers are achieving for their own charities and how and where charities are focusing their spend, their resources and their strategies.

Participants of the study include: The Children’s Society, Stroke Association, RNIB, Christian Aid, Macmillan, Guide Dogs, Oxfam, and British Heart Foundation with several more household names joining the study this month and supplying full data for 2020.

The first phase of the report, which analyses income and expenditure for Quarter 1 to Quarter 3 in 2020 (i.e. April to November), has uncovered insights into a range of fundraising methods – including the performance of emergency campaigns and the ‘domestication’ of this form of fundraising activity.

The research also uncovered a significant increase in non-emergency cash-giving which doubled in both Quarter 2 and Quarter 3 (July to November) of 2020 – driving improved return on investment (ROI) and cost per acquisition for cash donors.

Quarter 4 results (December 2020 to 31 March 2021) are currently being submitted by participating charities and analysis of the entire year will be presented in a revised version of the report in April.

As a result there is still time for more charities to join the study, and receive their own personal report as well as inclusion in the full 2020 results.

Charities wishing to find out more information about participating in the study can contact Mark Foster at

Source: UK Fundraising