Simple Ways to Engage Your Audience in the Lead-Up to Christmas
Christmas offers the perfect opportunity for charities and fundraising teams to connect with their supporters in a meaningful way and to share some of the highlights of your work. This time of year naturally inspires generosity, reflection, and community spirit – making it the perfect time to engage new supporters while strengthening relationships with existing ones. To help you make the most of the season of goodwill, we’ve compiled some simple yet impactful strategies to engage your audiences during December.
1. Share Heartwarming Christmas Stories
Celebrate the impact your organisation (and your supporters!) have made throughout the year by sharing uplifting stories that resonate with the festive spirit. Frame these narratives around themes of hope, togetherness, and the joy of giving, and enhance your message with compelling visuals or videos that will evoke emotional connection with your audience. Where appropriate, put your beneficiary voices at the centre of your communications - giving them the opportunity to say thank you to donors!
2. Organise a Festive Donor Appreciation Event
A Christmas-themed event can bring your supporters together in thanks, while also reminding them of the vital role their generosity plays in delivering your impact. It doesn’t need to be elaborate – just something to spread cheer while aligning with your cause.
3. Run a Christmas Social Media and Email Campaign
Bring your Christmas fundraising to life with a dynamic social media and email campaign. On social platforms, use eye-catching visuals, festive messaging, and interactive features to capture attention and spark engagement. Complement this with a thoughtfully crafted email campaign that cuts through the busy inboxes that this time of year brings. Begin with a heartfelt thank-you for your supporters' generosity over the past year, then inspire them to make an impactful gift this Christmas.
4. Encourage Recurring Giving for the New Year
While one-off gifts are wonderful, Christmas is also a great time to promote regular or annual giving. Present a Committed Giving programme as a way to continue the spirit of Christmas throughout the year.
5. Allow Supporters to Give the Gift of Time
Highlight volunteering opportunities for those eager to make a difference this Christmas. Activities like wrapping presents, packing hampers, helping out at your events, or writing personal Christmas cards for beneficiaries offer meaningful ways for supporters to contribute. While not a financial contribution, volunteering fosters community spirit, builds lasting relationships, and strengthens supporters’ connection to your cause – laying the foundation for long-term engagement.
6. Focus on the Personal
Christmas is a time for communicating from the heart. Whether it’s sending a handwritten card, making a personal phone call, or sharing a video message, taking the time to thank your supporters individually can leave a lasting impression. Use this opportunity to remind supporters of the tangible difference their contributions have made.
Throughout December, consider spotlighting individual, corporate and foundation donors, volunteers, or staff members with a “Christmas gratitude post” series. Share why they’re special and how they’ve contributed to your mission - this is a wonderful way to both celebrate the people behind your success, and inspire others to join in your cause.
7. Highlight Gifts that Makes a Difference
This Christmas, inspire your supporters to give meaningful gifts that make an impact. Encourage them to:
Donate on behalf of loved ones
Sign someone up for a membership or Friends programme
Shop for gifts that give back - if your organisation sells products, highlight these as thoughtful presents. If you’re an arts organisation, promote gift vouchers for performances, workshops, or experiences.
Position these options as unique, impactful gifts that will benefit both their loved ones and those who your organisation supports.