5 Ingredients for Successful Charity Christmas Campaigns

Against the backdrop of the cost-of-living crisis, this year nailing a Christmas campaign will be a more delicate endeavour, as the phrase ‘charity begins at home’ takes on a literal meaning.

Festive donations have dropped from 43% to only 36% of individuals from pre- to post- pandemic. 1 in 5 are also considering cutting back on their donations to cover their household bills.

Yet, demand for charitable services has never been higher, so it’s crucial that charities still raise enough money during the Christmas season to continue providing their services to those in need. So here are my 5 key ingredients for success, ending with the icing on top that will really make the difference this year. What can charities do to add that last minute sparkle to their campaign, and lift just a little doom and gloom out of the current economic situation?

1. Logistics might seem dry, but you can't make a cake without flour

For those of us who already think Christmas adverts start too early, the idea of organising logistics for a Christmas campaign in April might seem like an abomination. But campaign admin is an essential task and it gets earlier every year. If the leaflet printers aren’t booked by the Spring, charities are already falling behind.

Planning this early might seem premature, but it is a fundamental part of any successful charity campaign.  Timelines are everything: while Christmas officially starts in December, people tend to plan festive spending much earlier. Especially since budgets are tightened, and with sale events such as Black Friday gaining traction. Once initial planning is done, charities should use the autumn months to start building brand recognition, even if their official Christmas campaign launch comes later.

2. Pick a single, memorable flavour

From John Lewis and Age UK’s 'Man on the Moon’ to RSPCA’s tearjerking lockdown puppy gift campaign, charities must tell a memorable story with a message that resonates with our everyday. This messaging must be aligned across all channels to ensure continuity for the prospective donors. Charities should avoid muddying their campaign by advertising one message on TV, and another on their website.

The same goes for partnerships: while partnering with a brand is a great way to get last minute till donations from Christmas shoppers, partners must be telling the same story as you across their channels. There should also be some synergy between the brand and charity. For example, Iceland’s partnership with Greenpeace to remove palm oil from its food.

3. Not everyone likes the same cakes, so target the right audiences

Not everyone will be able to donate in the same way this year, so to avoid inappropriate asks, charities must personalise outreach as much as possible. This starts with profiling current donors based on factors such as who gives frequently and how much, as well as demographically by gender, age, and location.

This data then helps charities target ‘lookalikes’ in the general population. For example, Gen-Z and Millennials are more likely to donate to causes beyond their community, such as fighting hunger and disaster relief. Therefore, charities in this space should target postcodes with a high population of these generations.

It’s possible to personalise even further by using external data to target households that earn above a certain threshold to donate money, while offering those on lower incomes inexpensive ways to get involved (sponsorship, events, volunteering).

4. Give a slide to every channel

Different channels reach different audiences, and the cost of different channels also varies widely. To ensure every penny spent on advertising delivers a return for the cause, charities must strategise how they reach people.

Leaflets through the door may appeal to ‘Dorothy donors’ – older women who are active in their support of charities – but digital platforms are more likely to bring younger generations onboard. Equally, direct mail is one of the most expensive media, but often drives a much higher response rate and generates longer-term donors. This sounds like a lot of factors to consider, but with AI and machine learning, it’s now very possible (with the right expertise) to model return on investment effectively.

5. The icing on the cake - bringing the last-minute sparkle

While overarching story and strategy are important, this year the innovative extra touches will really make a difference. Charities should consider how they can bring some final sparkle to their campaigns by utilising technology and volunteers. For example, Crisis offers donors a chance to build a virtual stocking, which is then sent to a homeless person in real life. Or Penguin’s Seasons Readings book giveaway in Paddington Station to encourage access to reading.

Bringing a little fun factor or a way to create in-person memories will go a long way toward creating a sense of community and encouraging last-minute giving. It’s this extra sparkle that will even persuade some one-off donors to become committed givers, boosting support for your charity’s cause far beyond Christmas.

Learn more about Campaign Planning