Christmas in June? Yes really.

🎄 Christmas in June? For a successful year end campaign - the time to start planning is now!

Let’s talk about Christmas. Yes I know it feels far too early and we've barely even got our sunglasses out. But it you want to deliver a supporter-driven, emotive and high-performing appeal at the end of the year you simply can't wait until October and then wing it.

Planning now means you can use your data and make decisions to craft an appeal or campaign that will best inspire your supporters. AND it saves you (and your team) a lot of stress and rushing against deadlines.

I recently hosted a webinar with Fair Collective to help you plan for your Christmas (or 'year end') campaign. In case you missed it - here are my top tips to help you start planning now.

📉 The state of giving:

• Fewer people are giving to charity compared to 2019 — 4 million fewer, to be exact.

• But the people who are giving? They’re giving more. Average donation: £72 (Source: CAF UK Giving Report 2025)
  

🎁 Why Christmas still matters:

• 42% of people say they’re more likely to donate at Christmas.

• Most giving happens from mid-November onwards.

• December 21st is the most generous day of the year. (Source: Enthuse Giving Reports 2023 & 2024)
  

✅ Your 10-Point Christmas Campaign Checklist

1. Know your audience

What do you know about your supporters — have they given before? Recently? Regularly? What do their values and behaviours say? Use that insight to segment them - not every group of supporters needs the exact same message. You’ll have stronger response rates and better engagement when messages feel personally relevant.

2. What is your ask?

Your ask should be clear, resonate emotionally and be easy to action. Traditionally this might be a one-off gift — but look to your data to see if that's right for your supporters. Offer three giving points and centre your story around the middle one (psychologically, that’s often the sweet spot). If you’ve got an urgent or current project, that can increase impact — but be aware of the restrictions that come with saying or implying a gift will definitly fund a certain thing. And remember - don’t reduce your impact message to a shopping list — instead, ask supporters to give things like “the gift of..." "trust”, “independence” or “belonging”.

3. Find your appeal story

You need to be specific, don't talk about your work or a project generally. Focus in on the story of one person. Because that's relatable. Every charity has stories, even if you think you don’t. Look beyond service users: staff, volunteers, community members and even supporters can be powerful, ethical storytellers. Your story should centre around one person, with their consent and involvement, and make the donor feel like they’re stepping in to help write the next chapter.

4. Choose your channels

Today, digital is non-negotiable. But don’t assume one email = one donation. You’ll need a series of them to inspire your supporters to give. And don’t write off traditional methods — postal appeals still work, particularly if you have older supporters. Phone calls are powerful too, especially for stewardship or nudging previous givers. A good campaign meets supporters where they are, not where it’s easiest for us.

5. PLAN your communications

A well-paced campaign builds momentum. Start with warm-up stewardship in mid-November (think thank-you calls or storytelling emails), then launch with both postal and digital in late November. Tie into Giving Tuesday and any match funding opportunities (like the Big Give), and offer fresh angles or alternative storytellers mid-December. Keep your final push short, warm, and timely. Then in January, bookend your appeal with a further Stewardship opportunity and a wrap up thank you. Remember this should be as well as the timely and authentic thank you they got within a few days of making their gift.

6. Paid promotion?

If you’ve never tried paid ads before, this may not be the best time to start unless you have experts to help and budget to invest. If you do want to test for the first time, start small but be laser-focused on who you’re targeting and why. Retargeting past visitors or supporters with a simple, clear, emotional message works well. Paid promotion is only worth it if you have someone who knows how to test and tweak. Otherwise, it can eat up budget fast.

7. Use your existing community

Instead - use Relationship Marketing and involve your networks and supporters. Who in your wider community can amplify your message? Trustees, volunteers, local businesses, partner organisations — they’re all potential door-openers. Make it easy for them: provide copy-and-paste content, graphics, and a clear call-to-action. Give them challenges or shoutouts to keep energy high. An authentically shared message is often worth significantly more than paid ads.

8. Run your own match-funding

Match-funding can be a game-changer — and you don’t need to be part of one of the big named campaigns to make it happen. A generous major donor, a local business, or a pool of community organisations can all be your very own match-funders. Messaging is everything. Phrases such as "Double your impact" or "Unlock extra donations" work well. Give people a clear target such as “The first £2,000 will be matched — double your impact now!”

9. Bring joy with your Stewardship

I talk a lot about joy/. And it's not because it's a 'fluffy feel-good' - sparking joy is actually a really important retention tool. A prompt, heartfelt thank you creates trust and belonging. Don’t let your automatic email responses feel like a cold receipt. Say thank you with warmth — via phone, post, email, or even a video message. Make your donors feel seen, valued, and connected to your community. That’s what brings them back, not just your impact stats.

10. HOW to tell your appeal story

Your story needs structure. Think of it like this:

• Set the scene with detail and emotion

• Present a clear problem that the person is facing

• Show what’s being done about it (remember the person who's story you're telling is an active part of their solutions - not a passive by-stander being "saved")

• Identify the ongoing need for others

• Invite the supporter to be part of the solution

• Make the supporter feel something. Use language that taps into deeper emotions, not just logic. And always keep your storytelling ethical.
  

In summary - my top tips at a glance

• Know your audience and plan your communications with them at front of mind.

• Choose an emotive and impactful story – and ensure ethical storytelling at all times.

• Don’t let your stewardship be an after-thought. Plan it!

💌 Need support to shape your Christmas campaign? I work with small and mid-sized charities to deliver appeals that connect, convert and retain. I work with with charities across all areas of Public Fundraising, by focussing on Strategy, Stewardship and Storytelling. Get in touch on hello@fundraisersarah.com and let's have a cuppa and chat about your next campaign.