The festive season presents a unique opportunity for charities and nonprofits to engage with their supporters. Christmas, with its spirit of giving and goodwill, is an ideal time to reach out and strengthen relationships. Let’s explore how you can make the most of this special time of year to connect with your supporters and enhance your fundraising efforts.
The Christmas Giving Spirit
Christmas is traditionally associated with generosity and kindness. Many people feel more inclined to give during this time, making it a crucial period for fundraising. The excitement and anticipation surrounding the holiday season can trigger positive feelings, reduce stress, and boost overall mood, making supporters more receptive to charitable appeals.
Whilst it is a mainly Christian holiday, think about how you might engage people who may not celebrate, so if possible, give options for other festivities that occur at the same time of year. It is also important to remember that, for some, it might be a difficult time with the loss of a loved one, so think about how you can be sensitive to these people.
Segmentation: The Key to Personalised Communication
To maximise the impact of your Christmas outreach, it’s essential to tailor your messages to different groups of supporters. Segmentation allows you to group your audience based on shared characteristics, enabling more targeted and effective communication.
Financial Segmentation
Consider grouping supporters in your CRM of choice based on:
- Donation history (frequency and amount)
- Giving capacity
- Regular givers (It’s important not to forget them, even if it’s only to supply an update on how they’ve helped throughout the year)
This approach allows you to craft messages that resonate with each group’s giving patterns and potential.
Non-Financial Segmentation
Don’t overlook non-financial factors when segmenting your audience:
- Different contact types
- Interests and affinities
- Demographics (age, location)
- Engagement level
By considering these factors, you can create more personalised and engaging content for each segment.
Tips for Effective Christmas Communication
- Share your impact: Highlight how donations have made a difference throughout the year.
- Create urgency: Remind supporters of the benefits of charitable giving.
- Tell stories: Share heartwarming stories of those you’ve helped to evoke emotion.
- Offer multiple ways to give: Include options for one-time gifts, recurring donations, and non-monetary support.
- Express gratitude: Thank supporters for their ongoing commitment to your cause.
GDPR and UK Fundraising Regulations
When communicating with supporters, it’s crucial to adhere to data protection laws and fundraising regulations:
- Ensure you have consent to contact individuals, the key being to make sure you exclude supporters who definitely don’t want to hear from you
- Provide clear opt-out options in all communications
- Follow the Fundraising Regulator’s Code of Fundraising Practice
- Always prioritise transparency and respect for supporter preferences in your communication strategies.
Run a Follow-up Campaign
After your Christmas outreach, a well-planned follow-up campaign can help maintain momentum and convert one-time donors into long-term supporters:
- Timing: Launch your follow-up campaign in early December while the holiday spirit is still fresh.
- Personalisation: Use data from your Christmas campaign to tailor follow-up messages.
- Impact reporting: Share specific outcomes of the Christmas fundraising efforts so far.
- Engagement opportunities: Offer ways for supporters to stay involved beyond financial contributions.
- Future vision: Outline your organisation’s goals for the coming year and how continued support will make a difference.
Key Takeaways
By leveraging the Christmas season’s giving spirit and implementing thoughtful segmentation strategies, you can create meaningful connections with your supporters. Remember to always comply with data protection and fundraising regulations while crafting your campaigns. With a well-executed Christmas outreach and follow-up strategy, you can strengthen relationships, boost fundraising, and set a positive tone for the year ahead.
Further Reading
Would you like to know more? Here are some other ideas from across the non-profit sector on how you might engage supporters:
Macmillian Cancer Support – Christmas Fundraising Ideas A-Z
Happy Place – The Magic of Christmas Excitement: Unlocking Happiness and Connection
Help For Heroes – Christmas Fundraising Ideas
Capital On Tap – How Your Small Business Can Support Your Community This Holiday Season 2023
Teenage Cancer Trust – Fundraising Ideas For Christmas Fairs
