Everyday there’s an update about the impact of coronavirus – not just on a global scale, but also in a personal way. It’s hard for anyone to feel like they have steady footing at the moment. The only certainty we all face is that we’re living in a time of change.

Coronavirus impact on industries

Embracing change is encouraged. And that can be difficult for those dealing with the day-to-day negative impacts of coronavirus. Many people are rightly worried about their jobs. Yesterday it was announced that one in six UK car industry jobs could be lost. Last month we saw the news that Rolls-Royce would be cutting 9,000 jobs. And the car industry isn’t alone. All industries are being affected by the pandemic. People Management have put together a useful blog where they’re updating a coronavirus journal regularly.

But what do most of these industries have in common? Many have their own dedicated professional charity – or benevolent fund – that can offer support to people in challenging times. Foothold isn’t unique in trying to find ways to support members of their community.

Benevolent fund support

While things are changing around us and people feel like the ground is constantly shifting, charities like ours can provide a steady footing. People need to be reminded (regularly and loudly) that while they may feel like they’re losing control over their lives, they’re not in fact free falling. That there are safety nets to catch them.

‘Benevolent fund’ is a little understood term, and we all struggle to get ourselves at the forefront of people’s minds. As a charity, we’ve tried to communicate to our audiences in a fairly balanced split, without overly promoting our support. But now, more than ever, we need to shout about what we do. We need to abandon our current models of marketing where we seek to engage first and drive people to action second. We need to push our support out there and advertise it shamelessly.

We’re in the unique situation where most people are in need in some way. As marketers, this approach may feel odd but the landscape has changed. People need to see that the safety net exists. So, as a sector, we should shout about what we do. More than that, we should shout about what our fellow charities do. We should work together to make sure that in a sea of change, we’re a constant that somebody can hold on to.

How we’ll take action

That’s why we’re actively planning to promote the work of our colleagues across the sector on social media. We’re going to be adding a page to our website to signpost people to other charities and the great work they do. We encourage our friends at other charities to help drive forward the aims and the purpose of benevolent funds by doing the same.