Grab the opportunity by the Baubles. Make sure your charity stands out this Christmas.
Put Christmas at the top of your wish list
The thought of putting up the tree and stockpiling mince pies may feel like a long while away. But it’s time to get plans in place and think about your festive campaigns.
Christmas is a huge opportunity for charities, large and small. It’s the time of year where there is a collective desire to give back. A time when we recognise our own good fortune and become acutely aware of the huge injustices, inequalities and crises being faced locally and across the world.
But don’t just take our word for it, the proof is in the (Christmas) pudding. The data tells us that more people give at Christmas than any other time of the year – with half of all adults (50%) giving in the festive season vs 34% who give over the rest of the year*.
This was forecasted to amount to a whopping £2.8 billion donated to charities during November and December.*
And each person who gives at Christmas is going to feel good about their gift – and in turn feel good about you, the charity, helping them have a positive impact on a cause they care about.
Reaching the people that want to give
With some careful planning and a powerful campaign, the festive period is a huge opportunity to engage existing supporters and also acquire a whole new cohort of supporters.
With 50% of people ready to give, there are plenty of potential supporters out there. Your mission is to get your campaign in front of them and create an emotional connection with your cause.
Nearly a quarter of people (23%) say that the reason they give at Christmas is because they are more aware of charity appeals at this time*. This is your big moment. Make sure you are the charity they give to by shouting your message from the rooftops (hi Santa!), ensuring it’s your campaign that they see and are driven to support.
Getting cut through
This Christmas, you need a campaign that will sing and sparkle. Because the key to success is to use your creative to get cut-through and make the Christmas giving audience want to support you.
We all know that the Christmas media landscape has become more competitive in recent years. Ad spend across all categories has increased to record levels and was anticipated to be £10.5bn last Christmas**. Your campaign message is not only competing with other charity appeals, but also the retailers, toys, drinks, food, travel, and fashion brands fighting for festive sales.
But a powerful, bold, evocative campaign will cut through this noise and reach the audience that wants to give. We know this is possible because all the Christmas campaigns we’ve worked on for the last two years have beaten their targets and grown year-on-year!
And the stats support this potential for growth too – the giving audience is now giving more, with the average donation value increasing to £72***.
Christmas starts now
It’s time to grab this opportunity by the baubles. Start planning your winter campaign now and let us help you develop a campaign that’s bold, impactful and generates income.
We have lots of experience with Christmas campaigns – every campaign we worked on last Christmas hit or exceeded its targets. Contact sophie.high@killercreative.co.uk to hear more and explore how we could help you make this the best Christmas, ever.
** https://adassoc.org.uk/our-work/spend-in-the-battle-of-the-festive-ads-to-reach-10-5bn/
*** https://www.cafonline.org/insights/research/uk-giving-report