It’s the most wonderful time of the year, and as anyone working in charity marketing knows, Christmas is also the most important time of the year when it comes to fundraising.
According to Enthuse’s 2021 donor pulse winter report, 49% of people are more likely to donate during the festive season, with 42% actively seeking out opportunities to give around the festive period.
While this season of goodwill is a brilliant opportunity for charities to increase their donations, therein lies the challenge. You’re vying for attention against every other organisation’s Christmas fundraising campaign.
It’s a tough fundraising landscape out there. Marketing teams are under pressure, donor acquisition is becoming more expensive, and while overall charitable giving continues to rise, fewer people are donating. Which means every supporter matters more than ever.
So, how do you create a Christmas appeal that cuts through the noise?
We’ve put together our top 10 tips for supercharging your festive fundraising campaign.
1. Start planning earlier than you think
While it may seem crazy to be thinking about Christmas in the middle of summer, when it comes to seasonal campaigns, it pays to plan early.
You’ll have plenty of time to test ideas, build anticipation and coordinate activity across every channel.
BONUS TIP: Build your Christmas campaign into your 12-18 month marketing plan to avoid that last-minute scrabble for content.
2. Think about your audience
People don’t support organisations, they support the people whose lives they'll improve.
The most effective fundraising doesn't position the charity as the hero. It positions the donor as the change-maker.
Your campaign should clearly explain:
- the problem, and the need for urgency
- what happens if nobody acts
- how the donor can change the outcome
80% of the total amount you raise will come from 20% of your donors. While Gen Z are statistically more likely to support charities over the festive season, and are most likely to give the biggest donations (Enthuse’s Winter Donor Pulse Report 2022), use your own audience data to inform your campaign and lean into the audience who’s already most likely to donate to your organisation. What are their values? What channels do they respond best to?
BONUS TIP: Remember to step back and ask ‘So what?’ Why should people care about what you’re saying? It’s easy to lose perspective when you’re familiar with your cause so consider testing out early ideas on someone less familiar with your organisation to help gauge buy-in.
3. Focus on one compelling story, told well
One of the biggest mistakes charities make is trying to explain everything they do. If everything matters, nothing matters.
Use the weeks leading up to the campaign to raise awareness of various aspects of what you do, but ensure that for your Christmas campaign, you choose just one powerful story, one project or one person that demonstrates the impact of your work.
People rarely connect with organisations. They connect with people, so don’t lead with stats, lead with a genuine story that illustrates the difference a donor can make, and let that become the thread running through your campaign.
A compelling story, told from an unusual angle can be a great way to stand out and be remembered. Think creatively about who the person is and what story they will tell. Instead of the standard letter from your CEO, pick someone with a story people can relate to, and ideally one that evokes a positive feeling. A beneficiary, their loved-one, a volunteer? Cast your net wide.
BONUS TIP: Honesty and authenticity are key here so work with them to create a draft. Ensure their real story is told rather than you putting words in their mouth.
4. Forge an emotional connection
Christmas should feel present in your campaign in some way.
That doesn't necessarily mean tinsel, Santa hats and wrapped presents.
Lean into the emotions people already associate with the season: hope, kindness, togetherness and generosity.
The strongest festive campaigns connect those emotions seamlessly to your cause. Show and describe the vision of Christmas you want your beneficiaries to help you achieve.
BONUS TIP: If you’ve planned enough in advance, you could consider asking your supporters to interact with the campaign in some way. For example, people could send a message or gift that will be delivered to the recipient, captured in an emotional video and shared on social media just in time for Christmas.
5. Be specific and honest
Link your story with a tangible ask. Instead of asking people to simply "support our work", tell them exactly what their gift will achieve.
- £20 could provide...
- £50 would buy...
- £100 could make possible...
The more specific your ask, the easier it is for supporters to see the difference their donation will make.
BONUS TIP: If there’s an unmet need that’s holding your organisation back from making the impact you want, then be honest about it. You could even focus on one big headline target that will help you achieve a larger goal. For example, ‘We need to raise £50,000 to achieve XYZ next year. Will you donate £30 now to help us hit our target?’.
6. Nurture your supporters
Your most valuable donors are the ones you already have.
Loyal supporters are far more likely to give again when they can clearly see their impact.
Thank them. Show them what their previous gifts achieved.
Personalise your communications wherever possible. Use their name, use the word ‘you’ and remind them they're already making a difference.
Use the information you have about them to suggest donation amounts that they’re likely to respond to.
BONUS TIP: With GDPR guidelines having recently changed, you can now approach lapsed supporters who have shown legitimate interest in you in previous years. They already have some connection with you, so use your campaign as a way to reconnect with them via a personalised letter or email inviting them to support your work again.
7. Use timing strategically
Although people are most receptive to Christmas appeals from Mid-November to late December, there’s a risk your campaign could get lost in the crowd if you just run your campaign during this period.
Many charities are now beginning to build momentum from late October, with some extending their campaigns into January to achieve a longer fundraising window.
Look out for key times when you might be able to catch people’s attention. There’s an annual spike in traffic on the web and social media on the days between Christmas and New Year so think what you could post around then.
BONUS TIP: Giving Tuesday (the last Tuesday in November) can be a great opportunity to contact your supporters and boost your fundraising. People are statistically more likely to give mid-week too.
8. Mix it up
Think carefully how you can keep a conversation going with your audience over a number of months, via a combination of direct mail shots, social media posts and emails.
Aim to send a couple of mail shots and at least 5 emails. But remember, not every communication needs to ask for money. Building a relationship before asking for a donation often creates stronger emotional investment and better fundraising results.
Mix hard asks for funds with emotional stories, heartwarming pictures or interviews with beneficiaries. Try to give donors some joy as well as showing them the need and asking for their generosity.
BONUS TIP: You could invite supporters to become part of your campaign by asking them to:
- send a Christmas message
- complete a poll
- sign a petition
- watch a story
- share your campaign
9. Make it creative and connected
Christmas is crowded, but the charities that stand out aren't always the loudest. They're the most memorable.
A distinctive campaign hook, an eyecatching piece of direct mail, an emotionally engaging video or even an intriguing envelope can make all the difference. Anything that stands out and cuts through the noise.
Just remember to keep your visuals, messaging and call to action consistent. Whether someone opens your email, sees a social advert or receives a letter through the post, your campaign should feel like one joined-up experience.
In 2024, we helped MicroLoan Foundation raise a record amount from their Christmas appeal, lifting their total by 24% compared to the previous year.
The campaign followed the story of Susan Numaya, a woman in Africa who, despite being faced with one of the worst droughts in recent history, was positively impacted by MicroLoan Foundation's support.
We used a strategic blend of direct mailing, social media visuals, and video storytelling to connect with donors on multiple levels. The direct mail, sent to key supporters, included a personalised letter and donation request, while engaging emails and social media posts ensured widespread digital reach.
The campaign video, which was shortlisted for the Smiley Video Awards, highlighted the urgent need for support. This cohesive, multi-channel approach played a vital role in amplifying the campaign’s impact and driving meaningful contributions.
BONUS TIP: Don’t neglect the donation page of your website. It’s the culmination of all your campaign activity so make it as simple, reassuring and frictionless as possible. A thoughtful follow-up email acknowledging their donation goes a long way too.
10. Keep the relationship going after Christmas
Don’t let momentum fizzle out once the campaign ends.
Your supporters and donors are bombarded with giving requests over Christmas, while facing a rising cost of living, but they chose to support you, so remember to thank them promptly.
Share what the appeal, and more importantly, their donation, has helped to achieve.
BONUS TIP: A thoughtful follow-up doesn't just acknowledge their generosity, it can help turn a first-time donor into a long-term supporter. Engage regularly with your supporters throughout the year, updating them on your work and the impact they’re making before asking them to consider giving on a more regular basis.
Final thought
The charities that raise the most at Christmas aren't necessarily the ones with the biggest budgets.
They're the ones that tell the clearest stories, make supporters feel part of something meaningful, and show the real difference every donation makes.
Christmas is about hope, generosity and human connection. If your appeal captures those qualities, and makes it easy for people to act, you'll give your supporters far more than another fundraising ask.
You'll give them the opportunity to change someone's story.
Need some help with your seasonal campaign?
We’d love to help! Click the button below to book a free chat with Matt.