If this is a question you’re asking yourself at the moment – here’s some good news. I think this is the year Christmas fundraising success returns with a vengeance.
Reasons for believing that (other than just a maddeningly positive and upbeat personality)? We’re seeing the signs already.
Appeals delivered for our charity partners so far this year have been returning the kind of income we would have been expecting pre-pandemic. The surge of donations in lockdown has passed, the dip in giving during the following two years seems to be behind us and there is a swelling of optimism amongst most of the charities we support. Christmas has always been the most obvious and often successful time for fundraising. And now, finally, we again have a Christmas we can look forward to – with the belief that our communities and audiences will once more be able to respond.
But how to maximise this new chance we have?
1. Firstly, we’ve got to be incredibly adaptive and flexible in who we chose to approach with our Christmas campaigns. The dated two-year or three-year cut-off for data selections just doesn’t make sense. We have passionate, committed supporters who may not have been able to give since 2019 – and if we apply the ‘can only select if they’ve given in the last <insert arbitrary timeframe here>’ then we’re not going to give these amazing supporters the chance to respond.
This is a year for rebuilding our supporter bases, stretching our criteria to welcome and acknowledge past donors – and encourage new ones. It will be a couple of years (at least!) before we can think about settling back into what were our old familiar patterns of communication. Success will come from being responsive, agile and flexible.
2. The second reason we’re optimistic about Christmas 2024 is that many charities have stories of hope, renewal and optimism to tell. In-person services cancelled in the pandemic are returning. Capacity that was lost is being renewed. Learning, growth and development of services that happened as a matter of necessity during COVID have now become embedded in core delivery – with huge benefits for all.
3. But, most importantly, the need is there this Christmas for all to see. More people need help, more services in demand. And so, this is the Christmas where the donor really can step forward and be the hero our services need (and we’ve got a wonderful way of thanking and recognising their support).
Our message to you for christmas 2024
Have faith in your work and your community’s ability to show their support. If you choose the right people to approach, deliver a strong, clear message of need, offer emotional engagement and the chance to be part of something wonderful and special, people will respond.
We know sometimes that seems like the most daunting task imaginable – but please have the confidence to get out there and allow your community the chance to be there for you this Christmas.
How we can help you achieve christmas fundraising success
If you have the skill, expertise and resource in house to create an extraordinary Christmas campaign, then you should. But, we know that often it’s just not possible amongst all the other pressures, activities and income streams you have to look after. And that’s why Pebblebeach exists, to solve the problems you can’t solve internally – and to ensure that you’re delivering the best, most powerful, emotive, passionate appeal to the right people.
Time is tight – we’ve been working on Christmas for a while now. But, if you want to deliver the most successful Christmas campaign you can this year – and you don’t have the time, expertise or resource in-house – there’s still time for us to help you.
Just email hello@pebblebeachfundraising.com and we can arrange a no-obligation chat about how we can make 2024 the merriest of Christmases.
Good luck – and happy Christmas! 🎅
Ash
Recent Comments