Nearly 40% of annual donations happen between October and December. It’s your biggest fundraising opportunity, but also the busiest time to be heard.
So if you’re going to do it, make it count. Make it confident. Make it informed. Make it work.
At Campfire, we partner with charities to turn past learnings into future wins, drawing not just from last year’s results, but from trends, audience insights, and the evolving challenges of the sector.
Here’s how we approach a standout winter appeal
1. Audit last year
Look at what worked and for who. Go beyond the donors and focus on the silent majority: the non-responders. What can we learn from them? Let’s dig into the gaps and missed opportunities.
2. Define a unique, compelling proposition
Don’t copy-paste last year. We need to re-engage past givers and motivate new ones. Bring supporter voices into the mix, understand why some didn’t connect, and reshape the message around what matters to them.
3. Build the strategy
It’s not just about creative. It’s about clarity. We define a focused strategy. One issue. One organisation. One voice. All aligned across channels and teams.
4. Optimise the channels
Media isn’t plug-and-play. We revisit audience insight and build media strategies that meet people where they are. And when needed, we get creative about how we combine and sequence channels.
5. Craft the story
We help shape a narrative that moves people, rich in impact, emotion, and urgency. Then we bring it to life in compelling, human-centred ways.
6. Pre-launch in November
Get ahead of the noise. Warm up your audience. Activate ambassadors. Build momentum before December even begins.
7. Launch with confidence
Your cause matters. Let’s shout it from the rooftops. Be bold, be visible, and show people exactly why now is the time to give.
8. Accelerate to year-end
Create urgency. Keep the experience frictionless. Update your community on the progress and rally them to the finish line.
9. Use January wisely
Analyse deeply, especially the non-responders. Ask, listen, and learn. Then shift the focus from one-off giving to long-term engagement.
Most of all, start now!! This season is yours to own.
Let’s build a winter appeal that works harder, connects deeper, and leaves a legacy.
Get in touch, we’ll walk the journey together..
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