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How to Plan Your Festive Campaign

10 October, 2020

With the end of the year fast approaching, now is the time to start planning your festive campaign. Statistics show that around a third of all giving takes place in December, making it the perfect time to run your next campaign!

Analyse the Situation:

The first step in planning your campaign is by checking your current situation. Looking back at the last year, as well as any previous festive campaigns you may have held, is the best way to know what worked and what didn’t. The key things to note when looking back are the most effective methods of fundraising, along with the demographics of your key donors – this will really help in the next two steps.

It’s also a great opportunity to check out what other charities are doing and how they have approached their fundraising campaigns during these challenging times. You can get inspiration for your own campaigns as well as learning from their mistakes. Better yet, you may even spot the opportunity for a partnership!

Set Objectives:

Once you have a better idea of where your fundraising approach currently stands, you need to establish exactly what it is you are setting out to do. This will make creating a strategy much easier down the line, as you know exactly what it is you want to achieve. It also means you will be able to evaluate the success of your campaign once it is complete.

Using the SMART Objective approach will allow you to set clear objectives that you can easily come back to later on in your campaign. To set these objectives, you need to make sure they are Specific, Measured, Achievable, Realistic and Timed. To find out more on how to set SMART objectives, check out our previous blog here.

Create Your Strategy:

Now that you have established your aim and what you are setting out to do, it is now time to decide how you are going to do it. Creating a campaign schedule which covers both the preparation and the execution of your campaign, will allow you to look at the bigger picture whilst keeping track of key dates and deadlines. There are hundreds of platforms that you can use for creating this schedule, such as your email calendar or any free online template – better yet, you can make your own!

To ensure your campaign has its biggest impact, it is useful to use a variety of channels during its execution. During these challenging times, using both physical and digital methods is the best way to get the most out of your campaign, as you can reach a much larger audience. For example, using a mixture of social media marketing, email marketing and direct mail, is a cost-effective way to get in touch with supporters wherever they are, and keep them updated with your work. Why not even create some merchandise for your campaign! Choosing products with a high exposure to the user (such as shoppers or pin badges) are a great way to raise awareness for your campaign and accumulate support.

Put Your Campaign into Action and Evaluate:

Now you have created your strategy, it is time to put it into action! Follow your campaign schedule closely, to ensure you meet your deadlines and get things out when they need to. Throughout the campaign it is important to monitor and evaluate its progress. Refer back to your objectives to ensure your campaign is on track, to allow you to see what is and isn’t working, and where you should focus your fundraising efforts more.


  • Start early: Start planning your campaign now to ensure you can get the most out of your time. It will also allow you time to work on the designs of you campaign assets so you can really get them right!
  • Maintain your brand identity: When executing your campaign, make sure it is done in line with your brand guidelines. This will raise awareness for your charity which will result in more support. That being said, don’t be afraid to add your own festive spin!
  • Thank your supporters: 2020 has been a difficult year for all. This year why not use your festive campaign as an opportunity to thank those who have supported you during this time.

Now you are ready to begin planning your festive campaign! If you would like any advice for your next campaign, why not sign up to one of our FREE Fundraising Consultations? or get in touch with one of our helpful sales team members today!

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