Navigating the “cost of giving crisis” – adapting fundraising media strategies in a new financial pandemic

Lydia Martin

The Kite Factory’s Lydia Martin offers advice for non-commercial marketing strategies as finances tighten.

Since late 2021, the UK has been battling a cost-of-living crisis – which has resulted in a large fall in ‘real’ disposable incomes because of growing inflation, a range of tax increases and higher energy, petrol and housing prices. These cumulative price rises are now thought to affect 86% of UK adults, and YouGov data reveals that between January and April, the number of UK adults who believe they would be in a worse financial position in a year’s time increased by 20%.

These new conditions and attitudes are having a distinct knock-on effect on charity fundraising. In...

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