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Lessons from the 2020 Christmas campaigns
15 Nov 2021by Christine Chiu
Our top tips from last year’s memorable campaigns
Successful campaigns stand out by their ability to add to holiday cheer.
Recapping 2021’s iconic ones, we highlight the charity campaigns that worked best and give charities some insight that might help them define their 2022 campaigns.
Xmas Party Heroes
Founded in 2021, Xmas Party Heroes made a big splash. Two partners, Landmark Group and Wilson Cooke, came up with the idea to fundraise against a backdrop of cancelled holiday parties. Xmas Party Heroes accepts unused Christmas party budgets and donates to charity.
Why it’s made the list: A product of its time, the charity’s simple idea works well. Businesses get to choose which charities they donate to.
Top tip: Use the #XmasPartyHeroes campaign hashtag to get involved.
The Big Issue’s first ever Christmas Appeal
The pandemic impacted nearly every charity in the UK. The Big Issue is no exception. Lord John Bird, founder of the charity, said: “Christmas is traditionally a big time for our vendors, with high streets bustling and everyone full of cheer. But if the current trend continues both our vendors and the organisation face a weekly shortfall of over £100,000 during this period.”
The video appeal, which was launched over the holidays, featured Martin McKenzie, one of the charity’s magazine vendors.
Why it’s made the list: Like many charities faced with pandemic restrictions, The Big Issue resorted to new ways of doing things. Launching a video was a step in a different direction.
Top tip: Don’t be afraid to try new tech. Try new editing tools for video, graphics and content.
Guide Dogs’ Virtual Christmas Appeal
Guide Dogs did their homework on how audiences were reacting to COVID-19. The charity launched different campaigns for various audiences.
Maria Novell, director of fundraising for Guide Dogs, said: “What we’ve done instead is taken what we’ve learnt about donor behaviour since COVID-19 – whether that’s through results that we’ve seen on previous activity this year or market research that’s come out – and adapted or created campaigns accordingly for the different groups.”
Why it’s made the list: The campaign is a perfect example of audience segmentation. The charity launched a virtual walk and new retail products on their website to complement their annual 12 Guide Dogs of Christmas appeal.
Top tip: Segment your audience to see what digital outreach works best.
Homeless Link and Taskmaster
Taskmaster partnered with Homeless Link during last year’s fundraising effort. The TV show featured a virtual version of the game on its website. Games were played online and via Zoom.
Why it’s made the list: Taskmaster and Homeless Link used tech to fundraise and reach out to new audiences.
Top tip: For upcoming campaigns, see how you can use digital communication tools.
Home for Christmas GOSH
At Charity Digital, we’ve highlighted how emotive storytelling motivates fundraising. In 2021, Great Ormond Street Hospital’s Christmas appeal showed how feelings drive donations. The video features animated children being whisked away to their homes for Christmas.
Why it’s made the list: GOSH shows the purpose of its Christmas campaign and why it’s important to donate.
Top tip: Review the advert and take notes on how emotions are triggered. Make sure you watch until the end, where animated characters are swapped out for real footage.
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NHS Charities Together
There’s a first for everything. Prior to 2021, the NHS charity had no need for a Christmas appeal. In the midst of the pandemic, that strategy changed. The inaugural NHS Charities Together Christmas advert featured an unwell Santa recovering from illness in hospital.
Why it’s made the list: Like others on the list, the NHS Charities Together took advantage of the pandemic climate to launch an emotional campaign. Over the past 18 months, the charity raised unprecedent funds – nearly £150 million was made available to health charities.
Top tip: The campaign focused national attention on COVID-19. Getting involved meant charities and audiences connected on the issue.
Simon on the Streets Reverse Advent Calendar
Showcasing how creative charities are, Simon on the Streets launched a reverse advent calendar. A spin on the traditional one, Simon the Streets encourages people to donate every day leading up to Christmas.
Why it’s made the list: The calendar is a unique way to celebrate giving all through December. On Christmas Eve, fundraisers get to hear about who they have supported.
Top tip: Simon on the Street encouraged fundraising on JustGiving and through calendar collections. Let fundraisers choose how they support you and include a fundraising platform.
Leonard Cheshire Christmas Campaign
Another expert at storytelling, Leonard Cheshire’s Christmas campaign highlights how people with disabilities see the world. The Possibility with Disability video was launched during Christmas, showing how those with disabilities navigate the world. The narrator describes how pain, confusion and every day struggles can be overcome.
Why it’s made the list: The inspirational video shared how those with various disabilities can achieve more.
Top tip: The campaign tells audiences how they can donate by text or by visiting the website. This year, offer audiences payment options.
Christine Chiu
Christine Chiu
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