Compared to other markets in SG Support’s portfolio, Thailand was the most severely pandemic-affected in 2021, and new donor acquisition proved to be a real challenge, being outpaced by donor attrition for the better part of the year. To mitigate the low signups in urban areas, face-to-face fundraisers explored upcountry regions of Thailand that were traditionally low-footfall areas. Dealing with a relatively different donor profile and limited knowledge of regular giving programmes, fundraisers were kept on their toes by having to build social awareness and educate the public about the value of regular giving.

On a positive note, we saw a donor acquisition uptrend in the last quarter of 2021, which was expected to continue into 2022. In fact, donor acquisition increased in December 2021 compared to December 2020. Charities in Thailand were quick to explore alternative fundraising methods and channels in the early days of the coronavirus pandemic, which put them in good stead towards re-establishing consistency in donor acquisition and rebuilding their donor bases in the months to come.