HOW TO

Planning your christmas campaign starts now

If your charity is planning a year-end appeal, here’s what to focus on now, while there’s still time to make a difference.

Written by Nikki Lamb

8th September 2025

4mins read time

By the time most year-end campaigns launch, it’s already too late to fix what really matters. The messaging is locked. The budget’s spent. The audience list is ‘good enough’. And the results – well, they’ll probably look like more of the same. But it doesn’t necessarily have to be that way.

September is when the strongest campaigns are already in motion. Not because they’re being sent, that’s way too early for Christmas, even for me. It’s because they’re being shaped. This is when the thinking counts.

1

START WITH THE AUDIENCE, NOT THE ASK

Before you decide what to say, get clear on who you’re speaking to. Which segments are you hoping to reach? What do they care about right now? What’s likely to land, and what’s been overused – and not just by you, remember you’re not the only one’s asking for support?

This doesn’t have to mean a full research process (though if you haven’t done one in a while, now’s a good time). It just means taking the time to ask: who are we trying to connect with, and what do they need to hear from us right now?

Strong campaigns start by understanding the audience’s context, not just the charity’s priorities.

2

DEFINE ONE CLEAR, TIMELY MESSAGE

Not three messages. Not a ‘basket’ of needs. One.

That doesn’t mean oversimplifying your work, it means choosing a focus that feels relevant and real. Your supporters don’t need a project plan. They need a clear reason to care, a sense of what their gift will do, and the confidence that it matters now.

Start shaping that message in September. Test it. Sense-check it. Run it past someone outside your team. It’s much easier to refine a message early than to try and rescue it once it’s already out in the world.

Woman shopping online on Christmas day with laptop in home or office. Woman using computer laptop indoors to pay for goods of Christmas holiday. e-commerce, shopping online at home.

3

MAP THE EXPERIENCE, NOT JUST THE COMMS

A year-end campaign isn’t just a single ask. It’s a series of touchpoints that build (or break) momentum. Plan the journey, not just the asset list.

  • What will people see, feel, or do before the ask arrives?
  • What happens after they give, and how quickly?
  • What could you do to surprise them, or bring them closer?

If you’ve already worked on supporter experience this year, this is where it pays off. If you haven’t, there’s still time to sharpen the moments that matter most.

4

BUILD IN ROOM TO TEST AND LEARN

The best campaigns aren’t perfect. They’re responsive.

If you want to do something differently this year, whether it’s a new format or a different call to action, start planning the test now. What will you try? How will you measure it? Testing doesn’t have to mean A/B software and fancy dashboards. It just means having a clear hypothesis, a clean comparison, and a willingness to adapt based on what works.

And it means making sure your timeline actually allows for that. Don’t leave it until the final proofing stage to start wondering which variant will perform better.

5

DON’T FORGET THE FOLLOW UP

The campaign doesn’t end when the donation lands.

A simple thank-you with a follow-up story and warm update in January can go further than most charities realise. And the work of stewarding a donor is often where long-term income lives or dies.

Plan this now, not as an afterthought, but as part of the whole. A one-off appeal might bring in a one-off gift. A joined-up experience could bring in a supporter.

6

AND IF YOU’RE NOT READY YET, THAT’S STILL USEFUL TO KNOW

Sometimes the planning doesn’t happen because there’s no campaign to plan. No time or no clarity about what the ask should even be.

If that’s where you are, don’t panic, but don’t stay stuck. You don’t need to create a new campaign for the sake of it. What you do need is a view on how you’ll keep supporters engaged through the last quarter of the year.

Whether that’s a formal ask or a more personal story, now’s the moment to shape it, while there’s still time to get it right.

Built on the combined experience of our founders, Creativity Unbound brings over 30 years of knowledge from across different industries to support VCSE’s of all sizes.

We’d love to bring our experience, creativity and passion to help realise the true potential of your audiences.

ABOUT US

We’d love to hear from you.
Call us on 01603 339138 or email hello@creativityunbound.co.uk

We’d love to hear from you. Call or email us.

THOUGHTS

The changing donor landscape charities can’t afford to ignore.

We’re halfway through the year, and two of the most significant reports on UK fundraising have landed. Between them, they tell a story that should stop charity leaders and fundraisers in their tracks. Not just because the data is worrying (though it is), but because the warning signs are now clearly visible across the sector.

Written by Nikki Lamb

30th June 2025

6mins read time

The CAF UK Giving Report 2025 confirms it: fewer people than ever are giving to charity. Among younger generations, the drop-off is even more pronounced. Not because they’re hostile to charity, but because giving has quietly slipped off their radar. The sense of connection isn’t there. Neither is the ask, in many cases.

5O%

Only half of UK adults gave to charity in the past year

4m

Four million fewer donors than 2019.

36%

Just 36% of 16–24s say they’ve donated or sponsored.

The Blackbaud Status of UK Fundraising 2025 picks up where that leaves off. It shows income volatility, increased reliance on major gifts, and growing digital maturity gaps. It reports most organisations are still hitting fundraising targets, but often through one-off gifts, or luck, or sheer determination from overstretched teams. That’s not a strategy. That’s survival.

So, we need to talk about individual giving. Because what these reports show, and what many charities are already experiencing, is a slow erosion of the donor base. And unless we act now, the next wave of lost income won’t be unexpected. It’ll be the direct result of standing still.

THE TRENDS NO ONE CAN AFFORD TO IGNORE

Let’s start with the obvious: people are giving less often. That’s not just anecdotal. It’s now backed by national data. The CAF Report makes it plain. Donation levels are the lowest they’ve been since tracking began. Sponsorship is down too, by nearly six million people.

Younger people, in particular, are tuning out. Not only because they’re feeling the financial pressure (though that’s part of it), but because they’re not being reached in ways that matter. The classic channels feel off. The cause messaging doesn’t land. And spontaneous giving isn’t what it was when “stick a quid in the bucket” was a common reflex.

The Fundraising Status report, meanwhile, gives us a peek inside the sector’s engine room. The charities that are growing income are often doing so through exceptional gifts. Good news on the surface, but not something you can build a long-term programme around. And individual giving still doesn’t feature prominently in most income portfolios. For some, it’s barely being considered.

And that’s a problem. Because while legacy and statutory income have their place, they won’t carry you if regular supporters quietly slip away and nothing replaces them.

Woman feet with red sneaker shoes walking away on a road.

IT’S NOT ALL BAD NEWS (ALTHOUGH THIS SHOULD STILL BE YOUR WAKE UP CALL)

Here’s where things get interesting. While fewer people are giving, those who do are giving more. The average donation has increased. Regular giving, though under pressure, still plays a significant role in income. And among charities reporting stable or growing revenue, individual giving has grown in importance.

So the issue isn’t that people won’t give. It’s that they’re more selective, more cautious, and more likely to pause or cancel if the relationship feels thin.

Then there’s digital maturity. The report shows a clear link between income growth and charities that are getting their digital foundations right. This isn’t necessarily about shiny tools or the latest CRM. It’s about having the basics in place so you can understand your supporters properly. The difference between knowing who gave, and knowing why.

WHAT CHARITIES CAN ACTUALLY DO

The first thing is to stop seeing this as a short-term blip. The donor base isn’t just shrinking because times are tough. It’s shifting because expectations have changed. A quick tap-to-donate and a generic thank you won’t cut it anymore. Supporters want to feel part of something. They want relevance, clarity and connection.

Happy young brunette woman with headset waving to laptop screen, having video call whilst sitting on sofa at home.

That doesn’t mean throwing out your current programme. But it does mean refocusing. There are three things worth prioritising:

1

Understand your audience better:
Not through guesswork, but through actual insight. What do different supporters want from you? What would make them stay? You don’t need an expensive segmentation model. Start with conversations, surveys, or just reviewing what you already know but haven’t fully used.

2

Focus on the supporter journey:
If you’ve already begun this work, keep going. If you haven’t, now’s the time. Look at what a typical supporter sees, hears and feels when they engage with you. Is it clear? Does it feel personal? Does it encourage them to come back, or just ask them to give more? You don’t need a full CRM overhaul to get started. Begin with a simple walkthrough. Pick a channel. Make a donation yourself. What happens next? If you’re not confident in the answer, you won’t be alone. For more on how to think about this practically, especially if you’re still at the starting line, you might find this blog useful.

3

Build a culture around testing:
This doesn’t have to be complicated or resource-heavy. It means trying things, learning quickly, and adapting. Test a message. Try a new format. Vary your asks. Pay attention to what works, and more importantly, why.

AND FOR ANYONE STILL HOPING THIS WILL FIX ITSELF

If there’s one message that comes through both reports, it’s this: waiting it out won’t work. The old models are fading. The casual donor is disappearing. The pipeline is thinning at the top and leaking at the bottom.

But this isn’t a lost cause. It’s a call to take individual giving seriously. Not just as a revenue stream, but as a relationship worth building properly. That means strategy, not short-cuts. It means testing and learning, even when budgets are tight. And it means being honest about the work needed to keep people connected, not just compliant.

There’s still time to shift course. The charities that take action now, the ones who invest in understanding their audiences, improve the supporter experience, and bring real clarity to their message, will be in a stronger position when the next round of data lands.

And they won’t have gotten there by chance.

Built on the combined experience of our founders, Creativity Unbound brings over 30 years of knowledge from across different industries to support VCSE’s of all sizes.

We’d love to bring our experience, creativity and passion to help realise the true potential of your audiences.

ABOUT US

We’d love to hear from you.
Call us on 01603 339138 or email hello@creativityunbound.co.uk

We’d love to hear from you. Call or email us.

THOUGHTS

The importance of brand in fundraising

In today’s competitive fundraising landscape, charities are facing increased pressure to stand out and maintain a loyal supporter base.

Written by Nikki Lamb

25th October 2024

5mins read time

With an ever-growing number of organisations vying for attention, brand could just be the most important thing you’ve overlooked. A strong, recognisable, and trustworthy brand will not only help your charity differentiate itself from others but also plays a vital role in attracting donations, securing partnerships, and engaging supporters to achieve long term stability.

So what makes brand so important?

ESTABLISHING TRUST AND CREDIBILITY

In the charity sector, trust is everything. Supporters want to be confident that their contributions are being used effectively and that the organisation they are supporting is making a genuine impact. A strong brand is a symbol of credibility, signalling to potential supporters that your charity is reputable, accountable, and worthy of their trust.

Research conducted by the Charities Aid Foundation (CAF) shows that trust in a charity is one of the top reasons why people choose to donate. Charities with well-established, trustworthy brands are more likely to attract donations than those that lack a clear identity. This is particularly important where issues such as high executive salaries and misuse of funds have eroded trust for some. A strong brand can help alleviate these concerns by communicating transparency, reliability, and a commitment to ethical practices.

CREATING EMOTIONAL CONNECTIONS

One of the most powerful aspects of branding is its ability to create emotional connections with your audience. Charities that tell a compelling story about their cause are more likely to inspire donations and long-term support. Branding plays a crucial role in this storytelling process by creating a distinct identity that resonates with supporters on a personal level.

A brand’s visual elements – its logo, colours, shapes, photography and typography – combined with its tone of voice and messaging, can evoke emotions that align with the charity’s mission. These decisions are not just aesthetic; they shape how your supporters feel about the charity and can influence their willingness to contribute.

Countless research studies have shown us that in the UK, emotional connection is a key driver of giving. Donors are more likely to support causes that they feel passionate about and that reflect their personal values. Charities with strong, emotionally resonant brands are much better positioned to attract and retain supporters who are deeply invested in their cause.

DIFFERENTIATION IN A CROWDED MARKET

The UK charity sector is both vast and diverse, with over 168,000 registered charities, each competing for a share of the public’s attention and donations. In such a crowded market, differentiation is crucial. A strong, unique brand can help your charity stand out from the rest by clearly communicating your vision, mission, values, and impact.

With so many charities also operating in similar spaces, charities risk blending into the background and failing to attract sufficient support without a strong and recognisable brand. By defining what makes you different – whether it’s your approach to tackling an issue, the communities you serve, or the support you offer, brand can help you carve out a distinct place in the minds of supporters.

A well-defined brand also helps charities attract corporate partnerships, grants, and sponsorships. Businesses and institutions often look for organisations with a strong identity and a clear value proposition when deciding which causes to support. A charity with a compelling brand is more likely to be seen as a worthy partner, capable of delivering tangible outcomes and generating positive media coverage.

Campaign wording 'you're courageous' on the back of a tshirt.

BUILDING SUPPORTER LOYALTY

Fundraising is not just about attracting one-off donations; it’s about creating long-term relationships with your supporters. A strong brand helps to build this loyalty by creating a consistent and memorable experience for supporters. When people feel connected to a brand, they are more likely to remain loyal to the cause and continue to give over time.

A consistent brand experience means that every interaction a supporter has with your charity, whether through your website, social media, events, or even printed materials, should reinforce your organisation’s visions, mission and values. This consistency helps to build trust and a sense of familiarity, making it easier for supporters to feel part of your community.

Add in the highly competitive nature of the sector and donor retention becomes just as important as acquisition. It’s widely acknowledged that retaining existing donors is more cost-effective than acquiring new ones. A strong brand can play a key role in maintaining donor loyalty by providing a clear, compelling reason for supporters to continue their involvement, building a diverse and stable income stream for the long-term.

In today’s uncertain financial climate where competition for donations is fierce, a strong brand is essential for fundraising success. A compelling and trustworthy brand will help your charity build emotional connections with donors, differentiate yourself in a crowded market, and create long-term loyalty. By focusing on brand, your charity will not only raise more funds but also build a lasting legacy that continues to inspire and engage supporters for generations to come.

Built on the combined experience of our founders, Creativity Unbound brings over 30 years of knowledge from across different industries to support VCSE’s of all sizes.

We’d love to bring our experience, creativity and passion to help realise the true potential of your audiences.

ABOUT US

We’d love to hear from you.
Call us on 01603 339138

or email hello@creativityunbound.co.uk

We’d love to hear from you. Call or email us.

THOUGHTS

In-Memory – for those we love.

Driven with purpose, and busy delivering much needed services, charities struggle to find the time, and often courage, to ask supporters to donate. The pressure of finding the right words when someone has lost a loved one often means in-mem strategies are avoided.

Written by Michelle Williams

20th February 2023

5mins read time

The charity sector faces many challenges and one I keep coming across is the nervousness around asking for money. However, in-memory donations account for 8% of total known voluntary income in the UK and up to 30% including all ‘invisible’ donations*. With a post pandemic shift towards digital engagement such as online funeral donations and tribute funds, there is also a huge opportunity for growth. 

So how do we build an effective in-memory approach? Start by understanding that it is not a one-off ask in return for a name on a wall. In-mem is just one part of your overall stewardship strategy and by cultivating strong relationships with your supporters and their families in all areas of engagement, you will ensure your charity is considered when the unimaginable does happen. 

My son was given some money from his late Gt Grandad and his first question (after the jaw drop) was if he could donate some of it in his memory to a charity. When I asked why he’d chosen the charity he did, he quietly said it was because they’d been raising money for them at school and they helped Gt Grandad when Gt Nanny died. It surprised me that even at age 9, he was able to connect with a charity so much that it came to mind when he made the decision to donate.

Woman sitting at a table with hands around a cup of tea.

Health and Hospice charities see the biggest in-memory contributions as they have supported loved ones in their last moments. The emotional connection between the donor and these services is incredibly powerful as they are often there to support the families as much as they do the patients. 

But often the act of donating in-memory is not just a spur of the moment decision, but built over time watching their loved ones passion for a charity or cause. Donating to a ‘loved-in-life’ cause can be extremely comforting and your charity can play a small part in helping your donor through the grieving process. Grief is unique to every single person but when you lose someone, the act of donating in-memory sees their name live on.

“When a person adapts to loss, grief is not over, Instead thoughts, feelings, behaviours related to their loss are integrated in ways that allow them to remember and honor the person who died. Grief finds a place in their lives”

Brené Brown, Atlas of the Heart 2021

So how can your charity help the donor to talk about the one they’ve lost, celebrate their life and show how they’ve been able to help? 

Young girl with her head on her Grandad's lap, sitting on a bench in a park.

GIVE SPACE

When you lose someone, they are in your thoughts every single day. Having a space to sit and think about them, talk to them, is important. Memorial benches, trees and plaques give the donor a space to go if they’re struggling to cope, especially if that place means something to that person. Online tribute pages are becoming increasingly popular as a private space to share memories and remember how much they were loved.

Three ladies with their arms around each other.

CREATE A COMMUNITY

Charities can give donors a platform to celebrate their loved ones, a platform to connect with other people who have suffered the same loss and be part of a supportive community. Explore creating online groups, organise virtual or in-person events and other ways to bring people together. 

A collection of tealight candles, lit up in memory.

SHARE STORIES

Share with your donor how their loved one is being remembered in a meaningful and thoughtful way and how their donation made an impact. Keep your data up to date with names of loved ones and amounts donated so you can be sure to communicate sensitively.

Two people holding hands.

BE THERE

Give without expecting anything back. Just check in, asking if they are ok with no request for money or time. Create content that will interest them or share a story you think they might like. And don’t forget to say thank you. They’ve supported you, now it’s your time to give back.

You have the opportunity to make a difference to your supporters, but also to the financial stability of your charity.

Donors who have given a gift in-memory are three times more likely to pledge a legacy to the charity than standard regular donors* so with the right approach you can create a supporter for life.

PS. Start small
Giving gifts to charity to celebrate the loves of those still with us is a really accessible way to introduce the idea of giving in tribute – a gift for an 18th birthday, or a special anniversary or to teachers for a christmas present instead of chocolates. With a quick and easy online process, you can acquire new supporters to start their journey with you.

Built on the combined experience of our founders, Creativity Unbound brings over 30 years of knowledge from across different industries to support VCSE’s of all sizes.

We’d love to bring our experience, creativity and passion to help realise the true potential of your audiences.

ABOUT US

We’d love to hear from you.
Call us on 01603 339138

or email hello@creativityunbound.co.uk

We’d love to hear from you. Call or email us.