The role of community in strengthening charity commitment

Charities face immense pressure to build resilience and secure long-term support

In recent years, the sector has experienced a rapid increase in demand for services alongside a decline in public donations. Years of austerity have left many charities facing uncertain futures, and the road ahead seems equally challenging.

According to the NCVO, while the 2024 budget offers some relief with several measures, the rise in the national living wage and employer National Insurance contributions from April 2025 will bring significant financial pressures for charities.

These rising costs will most likely intensify the “triple squeeze” of increasing expenses, reduced funding, and higher demand.

In these challenging times, a committed supporter base is crucial

The Public Trust in Charities 2024 report highlights that trust is a key factor in securing support. People are driven to trust charities that achieve their purpose and make a tangible difference, maximising the money that reaches the end cause.

The Charity Commission for England and Wales (CCEW) report also reveals that supporters are less attached to individual charities and more focused on supporting good causes, willing to switch allegiance if their donations don’t have the desired impact. This highlights the importance of demonstrating impact and building deep relationships with supporters.

At Savanta, we understand the importance of community

We believe that the bond between a charity and its supporters is crucial for nurturing long-term relationships. To provide evidence of this bond, we have developed a tested and validated model that explains how charities can increase their resilience through community building.

The Charity Community Model can inform strategy and help charities focus their resources on the most pressing issues.

What can the Charity Community Model help address?

1. Focus on charity community: Committed supporters share a sense of emotional connection, belonging, and duty towards a charity. Understanding their views reveals what they value most and where there may be gaps in their understanding and emotional connection. This enables charities to tailor activities and communications to foster stronger relationships. The stronger the sense of community, the greater the impact on long-term commitment and support.
2. Supporter diagnostics: By understanding which pillars a charity excels in and which need improvement, it can identify strengths to leverage and weaknesses to address. Knowing how these pillars correlate and how supporters move within the model provides evidence for informed decision-making, ensuring your efforts align with strategic priorities.
3. Long-term competitive advantage: Tracking the impact of a charity’s efforts offers a regular temperature check, acting as an early warning system against potential crises and supporters shifting to different charities. This feedback can directly inform strategic focus and marketing efforts.

In the complex charity sector, the Charity Community Model is a vital tool for taking the right actions to build resilient charity communities.

Supported by academic literature and robust Savanta BrandVue data, the model empowers charities to make informed decisions and build stronger supporter relationships, helping them navigate these challenging times.

To learn more about the Charity Community Model and how Savanta can support your charity through its comprehensive charity brand offer, download the full proposition here or contact Savanta’s dedicated charity experts today.

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