How to Prioritise Your Charity’s Fundraising Activities Leading Up to Christmas
As the end of the year approaches, many charities are faced with the challenge of balancing numerous fundraising efforts, especially around Christmas. This time of year presents an incredible opportunity for nonprofits—donors are often in the giving spirit, and year-end appeals can bring in a significant portion of a charity’s annual donations. However, with so many competing activities, it can be difficult to decide where to focus your efforts. Here’s how your charity can prioritise fundraising activities leading up to Christmas, while still making the most of your year-end appeals.
Why the Lead-Up to Christmas is So Important
The holiday season is one of the busiest times for fundraising, and for good reason:
- Increased Generosity: People are often more generous during the holiday season as they embrace the spirit of giving.
- Tax Deductibility: Many donors are motivated by the end-of-year tax benefits that come with charitable donations.
- Emotional Connection: The holidays often stir feelings of empathy, compassion, and a desire to make a positive impact, making it an ideal time to appeal to donors’ hearts.
But with all the competing demands for attention at this time of year, how can your charity stand out? Here’s how to prioritise and plan effectively.
1. Assess Your Year-End Goals Early
Before diving into holiday-specific activities, take a step back and evaluate your overall year-end fundraising goals. Christmas is just one part of your year-end strategy, so understanding your broader objectives will help you prioritise activities.
- How much do you need to raise by the end of the year?
- Are there specific campaigns or projects that need attention before December 31st?
- How do your Christmas fundraising efforts fit into these larger goals?
Once you have clear goals in place, you can begin prioritising the activities that will drive the most impact.
2. Identify Your Core Fundraising Activities
Not all fundraising activities have equal weight, so it’s important to identify the core activities that will have the greatest return on investment (ROI). Some key activities to consider are:
- Direct Mail Appeals: Traditional but effective, direct mail appeals can be crucial for reaching long-term supporters. Plan these well in advance to ensure they land at the right time.
- Email Campaigns: A well-timed email appeal can be one of the most cost-effective ways to drive donations during the holidays. Make sure your email campaigns have clear calls to action and a personal, emotionally resonant message.
- Giving Tuesday: The global day of giving that follows Black Friday and Cyber Monday is a major opportunity. Plan a focused campaign for this day to kickstart your holiday fundraising efforts.
- Christmas Events: If your charity hosts Christmas-related events, such as galas, charity runs, or virtual fundraisers, make sure they are integrated into your overall plan. Events can bring in significant donations, but they also take time and resources to execute well.
- Online and Social Media Campaigns: Leverage social media to promote your campaigns. You can create Christmas-specific content, share impact stories, and use platforms like Facebook and Instagram to reach new audiences with donation appeals.
After identifying your core activities, rank them based on their potential to help you reach your goals.
3. Segment Your Donor Base
One of the best ways to prioritise your activities is to segment your donor base and tailor your efforts to each group. Different donor groups may respond better to different types of outreach:
- Major Donors: These donors may appreciate a more personalised approach, such as phone calls, handwritten notes, or exclusive invitations to events.
- Recurring Donors: Consider special campaigns to recognise and thank recurring donors, offering them additional opportunities to increase their contributions during the holidays.
- Lapsed Donors: Use the holiday season to re-engage donors who haven’t contributed recently. A heartfelt Christmas message or reminder about year-end tax benefits may inspire them to give again.
By tailoring your fundraising activities to specific donor segments, you can prioritise efforts that are more likely to yield positive results.
4. Leverage the Power of Storytelling
Christmas and year-end appeals provide the perfect opportunity to use powerful storytelling to connect emotionally with your donors. Sharing stories of how your charity has impacted individuals or communities over the past year can create an emotional response that motivates people to give.
- Impact Stories: Highlight real stories of beneficiaries whose lives have changed because of donor support.
- Holiday Themes: Tap into the holiday spirit by framing your stories with themes of hope, giving, and community.
The more emotionally compelling your message, the more likely donors are to contribute. Prioritise your storytelling efforts across key channels such as direct mail, emails, and social media.
5. Create a Clear Christmas Campaign
While year-end giving is broader, consider creating a specific Christmas campaign to capture the holiday spirit. Whether it’s themed around providing holiday meals, gifts for children, or winter essentials for those in need, a focused Christmas appeal can stand out during this busy season.
Make sure your Christmas campaign has a:
- Clear Call to Action: What exactly do you want donors to do? Give $25 to provide a Christmas meal? Sponsor a child’s Christmas gift? Make it specific and actionable.
- Tangible Impact: Help donors understand exactly how their donation will make a difference. For example, “$50 provides a warm winter coat for a child in need.”
- Festive Branding: From email headers to social media graphics, incorporate festive imagery and language that reflect the joy and generosity of the season.
6. Don’t Neglect Your Year-End Appeal
While Christmas fundraising is important, your year-end appeal may still bring in the bulk of your donations. Many donors make their largest contributions during the final weeks of the year, motivated by tax deductions and a desire to make a final impact before the year closes.
Here are a few ways to ensure your year-end appeal doesn’t get lost in the holiday rush:
- Send a Separate Appeal: Consider sending a standalone year-end appeal that isn’t tied to Christmas. This could be an email or direct mail piece that lands between Christmas and New Year’s, specifically focusing on the need to close the year strong.
- Extend Your Campaign: If possible, extend your Christmas campaign through the end of December, allowing donors to contribute throughout the holiday season and into the new year.
7. Utilise Matching Gifts and Donor Incentives
One way to prioritise and boost your holiday fundraising is by securing matching gifts from major donors or corporate partners. These matches can encourage others to give, knowing their donation will be doubled.
Consider offering additional donor incentives such as:
- Exclusive Christmas cards for donors who give by a certain date.
- Gifts or tokens of appreciation, such as branded ornaments or calendars.
- Social media shout-outs for contributors who share your campaign or donate a certain amount.
These incentives can motivate donors to prioritise your cause among the many year-end giving options.
8. Plan for Post-Christmas Stewardship
Finally, remember that donor stewardship doesn’t stop once Christmas passes. As you plan your holiday fundraising activities, allocate time and resources to thank your donors and show appreciation for their support. Send thank-you emails, handwritten notes, or even small gifts as a gesture of gratitude.
Maintaining strong donor relationships now sets the foundation for continued support in the new year.
Conclusion
The lead-up to Christmas is a critical time for charities, but it can also feel overwhelming with so many activities competing for attention. By setting clear goals, identifying key fundraising activities, and prioritising donor segments, your charity can make the most of the holiday season while ensuring your year-end appeal remains strong. With thoughtful planning, compelling storytelling, and targeted outreach, your charity can capitalise on the generosity of the season and close the year on a high note.
Happy fundraising, and here’s to a successful holiday season!
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