How Charities Can Stand Out Amongst the Tax Appeals

Last week, I shared a personal experience that left me reflective—and a little frustrated. Within five minutes, I received two phone calls from the same telemarketing agency, each on behalf of different charities and their tax appeals. By the end of the series of calls, I learned that the same agency was representing at least three charities I support. It raised a crucial question: amid a highly saturated fundraising season, how are charities ensuring they’re heard and remembered amongst all the tax appeals?

As the end of the Australian financial year nears, the volume of tax appeals has reached an overwhelming pitch. I’ve counted over 200 separate tax-related solicitations in just a few weeks. These came through Australia Post, email, and telemarketing. Yet, only six of these appeals reached me via SMS—a surprisingly underutilised channel, especially considering its immediacy and high open rate.

This flood of communication—often with overlapping messages, similar visuals, and generic tones—has made it harder than ever for charities to stand out. The risk isn’t just being ignored. It’s donor fatigue, brand dilution, and ultimately, missed revenue. Worse, when multiple charities share the same telemarketing provider without coordination, it creates a disjointed experience for the donor and reflects poorly on both the agency and the organisations involved.

So, how do charities rise above the tax appeals noise?

Here are some strategies to help your appeal break through the clutter:

• Personalise Every Touchpoint: From using the donor’s name to referencing past support, relevance is key. Your appeal should feel like it was written for one person—not a database.
• Be Visually Distinct: In the letterbox or inbox, bold design choices, vibrant imagery, and memorable branding make a difference. Don’t settle for templated layouts.
• Use SMS—Strategically: SMS messages are short, timely, and often read within minutes. Whether to prompt a donation or say thank you, this channel offers direct impact when used thoughtfully.
• Coordinate with Agencies: If you’re using external vendors, ensure you’re not overlapping or colliding with other clients in awkward or duplicative ways. A donor-first approach includes smart scheduling.
• Highlight Urgency and Impact: Why give now? What difference will my gift make? The best appeals answer those questions in one clear sentence.
• Segment Thoughtfully: Not every supporter should receive every message. Tailor your approach by giving history, engagement level, and communication preferences.

Tax time presents a vital window for giving, but it also demands that we communicate with clarity, creativity, and care. With hundreds of voices vying for attention, only those who truly connect with their donors will be heard.