What does 2022 hold for charities?

The last two years have given the charity and third sectors a chance to prove their resilience and flexibility. In the blink of an eye, charitable organisations across the world have had to pivot to new ways of operating and demands. Many charities have ridden the pandemic wave, coming out the other side looking optimistic and hopeful.

Armed with effective vaccines, new and more widespread technology, and a buoyant job market, it’s looking promising that the sector will see a more hopeful year than the previous. Here, we’ve rounded up some of the key trends we expect charities to see in 2022.

Fundraising

In a previous blog post, we covered how the pandemic has placed immense pressure on charities of all sizes, consequently leading to reports finding nearly half of UK charities’ income streams dipping. Many of those charities surveyed also went on to say they expect income to drop more than 17 per cent in 2022.

According to research by the Covid-19 Support Fund, an estimated 2.2 million givers intend to cut back the amount they donate post-pandemic, and approximately 1.6 million have already cancelled regular direct debit donations.

This shift in customer behaviour calls for a shift in strategy. As charities in the UK report a 35 per cent increase in online revenue, and Nonprofits Source says the percentage of smartphone owners making mobile payments grew by 36 per cent, a need for digital transformation is clear.

In 2022, charities should stay ahead of the curve by turning their attention to fundraising technology such as QR codes, contactless donations, Text to Donate features, social media, and other cashless alternatives which may also save organisations time and money.

Sustainability

Sustainability, while not a new concept, has grown rapidly in importance lately, and organisations of all kinds are seeing increased demand from their consumers, employees, stakeholders and investors to take action.

Charities are an important cog in the climate action machine. The largest ever donation to nature conservation was pledged last year to finance the protection of 30 per cent of land and sea by 2030. Also, the Guardian and Observer charity appeal has successfully raised over £760,000 so far to tackle the impact of the climate crisis and extreme weather.

In 2022, many third sector organisations across the UK and the globe will likely see more emphasis placed on ‘eco’ ways of business, corporate social responsibility (CSR) and environmental, social, and governance (ESG) efforts. As the climate crisis becomes increasingly more pressing, consumers and businesses will likely look to work with charities that do not necessarily solely operate in these fields but demonstrate intention and action in fighting the crisis.

This rings especially true in recruitment. Research has shown that younger generations are not just incorporating new climate-conscious behaviours in their daily lives, but are now exclusively seeking careers in organisations that contribute positively to climate action. Across the board, it’s fair to say that rising to the challenge of fighting climate change will positively impact organisational productivity, success, and reputation, and attract new talent.

Talent

Current job market trends are set to continue for the foreseeable future as the world battles with more COVID-19 variants. Amid the Great Resignation, ongoing skill shortages and war for talent, charities have some challenges and opportunities ahead. Studies are showing that right now is the best time in 50 years to look for a job. With millions of employees seeking new roles post-pandemic, it might be a candidate-led market, but this can work in the favour of companies.  

As younger generations are looking for more climate-friendly careers, many others also seek out organisations that show purpose in their operations – ones that ‘give back’. Charities have an opportunity this year to both attract and retain staff through genuine actions that resonate with the values of staff and candidates.

It’s true that we are coming out of the pandemic to a very different world. However, charities and third sector organisations who have weathered the challenges are in a fortunate position to plan better ahead. By moving with the current, not against it, through keeping ahead of trends and pivoting when it is demanded, organisations can take advantage of the trends and opportunities 2022 may have to offer.

If you’re looking for a new opportunity in 2022, please don’t hesitate to contact us to discuss your next move.