How COVID-19 and a recession will impact your supporters

On 12th August 2020, the UK economy officially entered recession, with GDP falling by 20.4% - the largest drop since records began in 1955.


Of course, at the moment this is just a headline.


For most of your supporters, today will be no different to yesterday. But the news brings into sharp relief the impact that COVID-19 is having, both from a health perspective and, now, from an economic perspective.


It’s been on the cards for some time. In fact, more than 60% of people have consistently been predicting that we are heading for a ‘massive’ recession.


We’ve been tracking how COVID-19 and a recession is affecting how supporters are feeling about themselves, their communities and about charity giving, weekly since before lockdown.


Most worryingly, we’re seeing that more than 40% of people think that they personally will be MASSIVELY affected by a recession.


And one in five regular charity donors say they plan to stop giving when a recession hits.


But it’s not the same for everyone.


Some charities and some causes will be hit harder than others.








The COVID-19 Sentiment Tracker provides you with tangible and actionable insights into what's really happening in your supporters' lives right now. It's mission critical:


  1. We're entering a massive recession. We've never been through this before - it's going to be different to 2008. This one will affect charity donors. It's going to be tough.

  2. What you might be seeing and reading in the media does not reflect how people are actually feeling. Our tracker shows where there is fear, fragility and uncertainty.

  3. Things are changing rapidly; week-on-week. You need to be regularly on top of this and our weekly workshops keep you up-to-date and informed.


If you want to know how COVID-19 and the recession will continue to impact charities, and if you want us to add your charity into our survey so that you can see how it will affect your supporters, give us a ring today – we can discuss pricing options and get you set up from tomorrow.


Roger@About-Loyalty.com 07929 208848

Richard@About-Loyalty.com 07703 483220



More about the 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.


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