The end-of-year period is one of the most lucrative times in the charity fundraising calendar. Could optimising the timing your campaign hold the key to ensuring success?
This article is sponsored by Enthuse, the fundraising, donations and events registration platform.
The festive period is always a crucial time of the year for charity fundraisers. Religious festivals and secular occasions such as Giving Tuesday highlight the importance of supporting good causes, and encourage charitable donations.
This year, end-of-year appeals and campaigns are going to be more important than ever for the third sector.
However, with so many normal activities difficult or impossible to do, charities are having to be even more creative than usual with their ideas. They also need to make sure their festive fundraising plans are flexible in the face of ever-changing alert levels.
But the resourcefulness of the sector means that we are seeing all sorts of weird and wonderful new ideas come to life to help shake the virtual tin. From socially distanced Santa runs to virtual carol concerts, the sector is embracing the challenge of these tough times and innovating with new ideas.
So, while some charities already have their ideas ready for launch, and others have their planning underway, there are still many organisers thinking about their best approach.
But whatever stage charities are at with their planning, all of them will still be considering how they can best promote and market their fundraising efforts to both current and new supporters. Most importantly, fundraisers will be looking for the perfect time to roll out their campaign in order to optimise their chances of success.
With end-of-year campaigns being so important, timing will play a crucial role. There are a number of questions to consider, such as when should the campaign be launched, what days are the best for donations, how does Giving Tuesday factor into campaigns (particularly with it happening the day before lockdown is scheduled to end) and are certain times of the day better than others for engaging with donors?
To help answer some of these questions, the fundraising, donations and events platform, Enthuse have used their own data to explore some of these questions and create a guide to the best days for online donations and what times of the day people are most likely to donate during the festive period.
They have looked at their data from last December to find out when donations start to rise and when they tail off, as well as looking into how important Giving Tuesday is, and whether there is a Golden Giving hour. The report also provides details on the most end of year giving patterns and explores whether COVID-19 has changed peak donation times and what charities can do to factor this into their plans.
You can download the report below. Best of luck with your festive fundraising!
Download the report to learn more about optimising your end-of-year giving campaign