Embrace online fundraising tools for emergencies, says Save the Children Spain’s head of digital

Maria Butera tells the International Fundraising Congress that some charities get two-thirds of their donations from this source during emergency responses

Digital fundraising accounts for about two-thirds of donations to many charities that are made in response to emergencies, according to Maria Butera, head of digital at Save the Children Spain.

Butera told delegates at the International Fundraising Congress in the Netherlands that charities needed to embrace online fundraising tools in order to respond with greater speed to emergencies.

She was speaking at session called “What’s on your mind? New opportunities with Facebook”, which explored the possibilities offered by the new fundraising tools available on the social network.

Facebook launched the tools in 16 countries including the UK in September, after they were launched in the US last year. They include a “donate” button that charities can add to Facebook posts and fundraising pages so people can raise money for their chosen causes.

Butera said the way in which Save the Children Spain raised money online had changed completely in recent years.

“In past emergencies, the first thing we usually did was to set up a web page, then send emails,” she said. “Maybe after that you might put it on Facebook once or twice.

“For some organisations and for us, digital has come to be 60 to 70 per cent of emergency income because of the nature of digital. Speed is critical in an emergency, and digital tools can help you harness that because, particularly with natural disasters such as earthquakes or hurricanes, you get all the media attention in the first days.

“After a couple of weeks nobody else is talking about the emergency, but you’re still in the field helping those people.

“So you have to take the most advantage of that bunch of digital tools and start fundraising from the first day.”

Tom D’Souza, global innovation manager at the Movember Foundation, said the Facebook tools, which the organisation tested in the US during last year’s Movember event, had been an “amazing success”.

He said: “The most exciting thing for us was some of the statistics that showed fundraising behaviour change.”

On average, he said, fundraisers using Facebook raised twice as much as those who did not.

He said the tools had also allowed the charity to reach millions of people.

“We didn’t spend a penny, so that is a natural marketing platform for us, and you’ll never be able to put a value on that,” D’Souza said.

Anita Yuen, head of social good at Facebook, said another tool, which allows charities to include donate buttons on live streams and is currently available in the US, would be available in the UK soon but was unable to confirm when exactly that would be.

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Review sector’s response to Grenfell-like emergencies, says British Red Cross chief

Mike Adamson says the response to the fire was good, but some lessons still need to be learned; however, he rules out a domestic DEC

Mike Adamson, chief executive of the British Red Cross, has called for a review of the voluntary sector response to UK-based emergencies after the Grenfell Tower fire.

Adamson said that although there was a lot to celebrate about the sector’s response, coordination could be improved and it was important to reflect on what could be learned from such events.

But he rejected calls for a domestic equivalent of the Disasters Emergency Committee. He said that the DEC’s focus was on raising money, something that had not been a problem in the wake of Grenfell or recent terrorist attacks because of the public outpouring of support.

“We need to be looking at how we frame the way in which the voluntary sector responds in a whole variety of ways in these kind of emergencies,” Adamson said. “We need to work out what is inevitable in an emergency situation and what we need to learn from and get right.”

For example, he said, the immediate aftermath of an event such as the Grenfell fire or a terrorist attack was always likely to be chaotic.

But he said responding to the fire had been much more complex even than the recent terrorist attacks, because of the need to support community recovery as well as the immediately affected victims.

A review, Adamson said, should look at “creating the mechanisms that allow coordination, fundraising and funding distribution for the medium term”.

He said: “We want to be engaging with government about what kind of arrangements we have in place for the future, for a terrorist attack or other emergency. How much do you have as a standing fund? How much do you set aside for immediately affected victims and how much do use for community recovery and development?”

Since the Grenfell fire, a number of people have called for a domestic equivalent of the DEC, a coalition of 13 charities that coordinates its members’ responses and fundraising efforts for overseas disasters.

Last month, the Charity Commission said it was in talks with a number of charities about a more coordinated response to disasters.

Adamson said the commission had been playing a helpful low-key coordination role with charities and community groups that were responding to Grenfell, but he did not believe a domestic DEC was the answer.

“The DEC raises money in partnership with the broadcasters for huge emergencies overseas affecting hundreds of thousands of people,” he said.

“There’s no shortage of money in the response here, but there are lots of different funds and what I think we need here is some improvements to the coordination of fundraising and funding distribution.”

But he said that any review and a wider debate about society’s response to Grenfell should happen in parallel with the continuing relief effort on the ground.

A commission spokeswoman said the regulator agreed there were lessons to be learned from the sector’s response to the fire and it would be working with charities to coordinate their responses in the future.

“In the short term, however, our priority is to help ensure those affected by the fire at Grenfell Tower know how to access the charitable support that is available to them,” she said. “We have supported and welcomed the collaborative approach that the key funders have taken in a complex environment.

“As the largest and most experienced charity on the ground in west London, the British Red Cross has a key role to play in making sure that happens.”

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