COVID-19 Sentiment Tracker

Updated: Jun 17

We’re being asked daily about the impact of the coronavirus crisis on charity supporters and what this means for loyalty and charitable giving.

In response, we created The COVID-19 Sentiment Tracker to help charities learn rapidly how it is affecting attitudes, impacting giving, and how and when that is changing.

It is vital for charities to be able to:

  1. Quantify the inevitable impact on all support and income streams.

  2. Understand how to adapt communications and fundraising programmes.

One year on and things are still changing very quickly.


The COVID-19 Sentiment Tracker provides charities with timely and accurate information on which to base decisions.

We launched the weekly fieldwork before lockdown in March 2020. If you want to take part, email or call and we’ll set you up. 07929 208848 07703 483220

Robust research

We are working with Kokoro Global our respected partners with whom we run our loyalty benchmarking service.

The COVID-19 Sentiment Tracker:

  • A nationally representative sample of 2,000.

  • Specifically including around 1,150 charity donors.

  • Weekly research since March 2020.

  • Fieldwork (online survey) conducted every Monday to Wednesday.

  • Full reports available every Friday.

  • Regular weekly planning workshop at noon each Monday.

Topics covered include:

  • Overall sentiment towards coronavirus plus the way the government, local councils, charities, media and brands are dealing with it.

  • Feelings associated with the virus? Is it all about a need to feel safe/regain control? Is it bringing families together? How are money worries playing out? Is it affecting attitudes to community: creating a community spirit vs. encouraging people to shut themselves away.

  • Thoughts on the role of charities at the moment. Which causes are most relevant/important? (Housing and homelessness, children’s, elderly, health, international, animals, local causes, arts etc.)

  • Whether it’s affecting their likelihood of supporting charities.

  • We ask specific questions about attitudes towards supporting those charities that have signed up to the tracker.

  • We’re adding questions as circumstances change. And in response to feedback from subscribers.

  • Consumer confidence: how it’s affecting people financially (worried about job/income etc).

  • Consumer profiling questions. 07929 208848 07703 483220

P.S. Whether you’re focusing on your short-term messaging or trying to estimate the long term effects on income. Or maybe you want to be the first to know when attitudes start to change. Whatever your most pressing concerns, this could be an important planning tool over the coming weeks.