COVID-19 Sentiment Tracker

Updated: Nov 12, 2020


We’re being asked daily about the impact of the coronavirus crisis on 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 all charities now to:

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

  2. Understand how to adapt communications and fundraising programmes.

We're in a fast changing environment and The COVID-19 Sentiment Tracker is now giving charities timely and accurate information on which to base decisions.

We launched the weekly fieldwork before lockdown on March 19th. 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 that has now surveyed over 130,000 charity supporters.

The COVID-19 Sentiment Tracker:

  • A nationally representative sample of 2,000.

  • Specifically including around 1,150 charity donors.

  • Ongoing now since before lockdown.

  • Fieldwork (online survey) conducted every Thursday to Sunday.

  • Full reports available every Tuesday.

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.

  • Which brands are getting the communications wrong/right?

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

  • We’ll add questions as the epidemic unfolds. And in response to feedback from subscribers.

  • How it’s affected them personally (not infected, infected now and recovered).

  • How it’s affecting them financially (worried about job/income etc).

  • Consumer profiling questions.

Please let us know and in addition to the weekly monitoring, we will provide you with reports looking over the period from March 19th. 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.


©2020 by About Loyalty