It’s beginning to feel a lot like Christmas
— Written by Clayton Thomas, Creative Director at Marlin Communications.
Christmas is one of the most important times of the year for many charities. It’s a time when people’s spirit of generosity is alive and donors are receptive to the fundraising ask. This Christmas, there are three things you can do to ensure your fundraising appeal is as strong as possible:
1. Capture the spirit of giving:
People are often more inclined to give at Christmas because they’re reflecting on what matters most. Acknowledge the warmth and generosity of the season, and invite donors to extend that spirit beyond their own family and friends by helping those who need it most.
2. Create a compelling Christmas or year-end need:
Where possible, connect your appeal to a need that is specific to Christmas. If that isn’t a natural fit for your cause, focus instead on a year-end need or opportunity. Giving supporters a timely and relevant reason to donate helps create a more compelling case for why their support is needed now.
3. Show the difference a Christmas gift will make:
Clearly explain how a donation made today will create impact during the Christmas period or in the months that follow. Whether it’s providing support over the holidays, preparing for the year ahead or helping your organisation meet increased seasonal demand, help donors understand exactly what their gift will make possible at this important time of year.
The best Christmas appeals do more than ask for a donation – they invite supporters to express the generosity and compassion that define the season. By giving donors a meaningful reason to give now and a clear understanding of the impact they’ll have, you’ll create a campaign that resonates long after Christmas has passed.
