4 tips to make your Christmas fundraising campaign sparkle

Can you believe that Christmas is just three short months away? Granted it’s not quite time to get out the fairy lights and crack open the Quality Street, but for those of you in the third sector, it’s time to get your Christmas fundraising campaigns in order.

‘Why?’ I hear you ask? Because research such as this from Enthuse Fundraising shows that 49% of the public are more likely to give to charities at Christmas than any other time of year.

You’d be ‘crackers’ to miss out on the opportunity to raise some festive funds.

Here are some top tips to get the creative juices flowing.

1.     Stir up emotions

John Lewis, the upmarket chain of department stores, have been spreading Christmas cheer with their beautiful, animated adverts since 2007. From “Monty the Penguin” to “The Bear and the Hare”, they’ve mastered the art of emotional storytelling, using strong narrative and spine-tingling music to pull at our heart strings. As a result, the John Lewis Christmas ads are the most anticipated

Their 2015 ad was no exception. Entitled "Man on the Moon", it followed the story of a young girl named Lily, as she watched an elderly man sitting all alone on the moon, through her telescope

After several failed attempts to make contact with the man, she finally manages to send him a telescope present using balloons.

It arrives just in time for Christmas and enabling him to look down on Earth and see Lily smiling back at him.

John Lewis partnered with Age UK for this tear-jerking campaign which was designed to raise awareness of loneliness among the elderly at Christmas.

And it did the job. Donations to Age UK sky-rocketed and the ad has gone down in history a one of John Lewis’ best.

You may not have a John Lewis sized budget, but you can take inspiration from their approach.  

If you can elicit an emotional response from your audience, you’re onto a winner.

These stats from Folajomi Ballo say it all.

2.     Make it topical

The FIFA World Cup is taking place in December... is there an opportunity to incorporate it into your festive fundraising campaign?

Sure, football might not be the first thing that springs to mind when you think of Christmas, but football has been used to bring people together for a long time. Did you know for example that, during World War One, some of the troops held a truce on Christmas Day, and played a game of football in No Man’s Land?

3.     Target younger donors

When targeting donors, charities tend to focus on Gen X and Boomers. But not so much on Millennials and Gen Z/younger donors. Research shows that Gen Z are giving more than other generations, so it would be a mistake to overlook them this Christmas.

‘What’s the best way to reach Gen Z’ I hear you cry? One word – online.

Gen Z are digital natives, as are millennials, so to really succeed this Christmas, you’ll need to harness the power of the internet.

There are plenty of examples of great digital campaigns. But one of the most fascinating is the  Injustice Advent Calendar from Traidcraft Exchange: a 24-day long campaign where each day provides a short, shareable action to make a positive difference, from writing to your MP and signing petitions, to sending a thank you note to a key worker.

Instead of just asking for donations, people are invited to support the cause in other ways (and carry out free marketing for the charity at the same time by sharing their actions on social media). Genius!

4.     Be the gift

Virtual gifts are a great option for supporters who want to donate to their favourite charity whilst sending a meaningful gift. So why not give the people what they want?

If you go down this route, to make your gifts impactful, you need to add some context. For example, say you’re a health charity … rather than asking people for £15, tell them that £15 will buy lifesaving polio vaccines for 100 babies and suddenly they aren’t just donating £15, they’re buying 100 babies the most important Christmas gift they’ll ever receive.

You can take this a step further by ‘selling’ charity gifts. Essentially, you’re enabling people to make a donation to a good cause in someone else’s name.

Take domestic violence charity Refuge, for example. This year they are selling virtual gift parcels ranging in price. A £13 parcel will enable an expert to answer a call to someone fleeing domestic abuse, while £500 would keep one of their 43 refuges running for a whole day.

This is a great way to demonstrate the impact of each donation you receive.

Maybe there’s a skillset missing from your team? Maybe you need to grow your organisation to reach your fundraising potential? We can help you. Give us a call on 0203 750 3111 or email info@bamboofundraising.co.uk to find out how.

Mid-level giving: 3 tips to keep donors engaged

Mid-value giving is a largely underdeveloped area of fundraising. This is because charities tend to focus on acquiring donors and locking in major donors.As a result, mid-level donors get left on the back burner, which is a shame, as they’re a vital part of the fundraising mix.In this blog post we're going to look at why mid-level donors are important and what you can do to make them feel loved.But first, who are your mid-level donors?This answer is different for every organisation, but as a rule, your mid-level donors occupy the space between your largest average gift and your smallest major gift.You’ll need to do some number crunching to figure out who they are.Why are mid-level donors overlooked? Mid-level donors tens to be overlooked as they account for a small amount of a charity’s donor base (around 5 - 10%). And yet they can contribute as much as 40% to 50% of an organisation’s annual revenue.This is why it’s important to keep them engaged.Here are three easy ways to do it:

1. Establish personal relationships

As mid-level donors account for a small percentage of your donor base, you can afford to go the extra mile with them. So, rather than write an email, pick up the phone and have a good old-fashioned chinwag. Find out why they give to your organisation. Thank them for their continued support. Tell them about upcoming events and update them on charity news.Remember, you want to build long-term relationships with these donors. How you treat them now is crucial.

2. Offer exclusive benefits 

If you want your mid-value donors to stay engaged (and increase their donations), make them feel important by offering them exclusive benefits.For example:Private tours/meet-and-greets: What better way to see the impact of their donations than a tour of your facility/projects and meeting some of your beneficiaries?Quarterly conference calls: Why not host exclusive conference calls or webinars you’re your mid-level donors, to update them on charity news? You could talk about recent projects/initiatives, fundraising events and share success stories.Public recognition of donations: Whether it’s a shoutout on social media, or a name-drop in your newsletter, your mid-value supporters will be grateful to receive public acknowledgement of their generosity.

3. Plan events with your mid-level donors in mind 

As you plan your fundraising calendar, be sure to factor in a couple of events for your mid-level donors. You’ll have intel about the sort of activities they enjoy from your conversations with them.This will give them a chance to connect with one another and meet charity staff and volunteers.Every personal touch point will strengthen your relationship with them and keep them engaged with the cause.Looking for talented fundraisers to lead on your mid-level giving strategy? Give us a call on 0203 750 3111.

The Fundraising Regulator: Should your charity register?

If you work in the third sector, you’ve probably heard of the Fundraising Regulator. But what is it? How does it work? And should your charity register with it?

What is the Fundraising Regulator?

The Fundraising Regulator is an independent organisation that provides accountability and sets fundraising standards (such as the Code of Fundraising Practice), for organisations in England, Wales, and Northern Ireland to follow.

Scottish charities are primarily managed by the Scottish Charity Regulator.

The Fundraising Regulator also maintains the Fundraising Directory and investigates complaints made about fundraising and fundraisers.

Do charities have to register?

It’s voluntary to register with the Fundraising Regulator, but it’s good practice to do so, as it shows your charity is committed to legal, open, honest, and respectful fundraising.

Once registered, charities agree to follow the Code of Fundraising Practice.

How do charities register?

Applying to register is quick and easy. All you have to do is fill out a form on their website and they’ll do the rest.

In terms of the registration fee, it depends on how much you spend on fundraising each year. If you spend less than £100,000, it’s £50. If you spend above that, the fee is higher, and there’s a yearly fundraising levy on top to keep the Fundraising Regulator running.

The costs are listed on their website.

The Fundraising Regulator has plans to increase these costs in the coming years, to better support fundraisers, but they will still be tiered, meaning the amount you pay depends on your fundraising budget.

What are the benefits of registering?

Once registered, you can use the fundraising badge (an icon that says ‘registered with the Fundraising Regulator’) on all your fundraising materials. This is a great way to demonstrate to the public that you’re a trustworthy and legitimate organisation.

Considering charity scams increased during the COVID pandemic, it’s more important than ever to show potential donors that their money is safe in your hands.

As well as the badge, every charity registered with the Fundraising Regulator is added to their Fundraising Directory.

Corporates often check the directory for charities to support, so registering could bag you a partnership.

Registered charities can also access fundraising support, training, and advice. Some of it is generic and available for everyone, but some can be tailored directly to your organisation. Either way, it can help you level up your fundraising potential.

Looking for fundraising talent? That’s our area of specialty. Give us a call on 0203 750 3111 or email info@bamboofundraising.co.uk to find out how we can help.

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The importance of databases for small charities

Data is an invaluable asset for charities.

How do you store yours?

Word documents? Excel spreadsheets? Post-it notes?

Hopefully, the answer is ‘none of the above’ and you’ve invested in a solid database that’s accessible, user-friendly, and simple to navigate.

But, some charities still rely on these archaic methods to collect and store data.

In this post, we’re going to dive into the reasons why databases are important for small charities and look at the pros and cons of some of the most popular CRM (Customer Relationship Management) systems on the market.

But first things first.

What is a database?

A database is a computerised system that makes it easy to search, select, store, and update information. They can be used for all sorts of reasons, but charities tend to use them to:

• Store data about staff, employees, donors, suppliers, and volunteers

• Record and track donations

• Streamline fundraising activities

• Track grant applications

• Manage gift aid

• Generate thank you letters for donors

Why are databases important for small charities?

Having all this information under one virtual ‘roof’ can help charities improve communications with supporters, volunteers, and other teams within the organisation, and better target their fundraising campaigns.

And the benefits don’t stop there.

Here are three more reasons to invest in a database.

Accessibility

Having all your data in one place makes it quicker and easier to find the information you need.

Who has the time to shuffle through 92 pages of Excel sheets to find a phone number?

Consistency

A database makes it a lot easier to make sure you don’t have numerous records for the same supporter.

Optimised fundraising

Successful fundraising campaigns don’t just attract new donors. They retain existing ones.

Considering it less to retain than to attract new support.

A well-managed database containing key information about your donors, such as the number, amount, and frequency of their donations, can help you optimise your fundraising efforts.

You’ll know how and when is best to approach them and how much they can afford.

This will ensure you don’t alienate them by asking for too much, too often.

Pros and Cons of Database

Now we’ve clarified why a database is important, let's look at some of the systems used by charities – and the pros and cons of each.

Raiser’s Edge

A cloud-based fundraising and donor management tool built specifically for charities, Raiser’s Edge is used by charitable organisations around the world.

Pros

• A well-known brand in the CRM (customer relationship management) market

• Multifunctional and highly customisable

Cons

• The system requires time and expertise to set up

• It’s pricey

Donorfy

Popular with small UK charities, Donorfy is a simple, user-friendly contact database.

Pros

• Easy to use

• Free for small charities

Cons

• Lack of customisation options

• You need to upgrade to access the bells and whistles

Salesforce

One of the big players in the CRM world, Salesforce is an all-in-one solution designed to help you attract and retain donors.

Pros

• Wide range of customisable features

• A trusted resource, used globally

Cons

• It’s complex to set up and configure

• The cost makes it less viable for small charities

Lamplight

Another popular choice for small charities, Lamplight is an all-in-one database system built to support charity operations.

Pros

• Designed specifically for small charities

• An established brand in the sector

Cons

• Complex modular pricing system

• Setup requires professional assistance

Final Word

So, there you have it. We’ve delved into the importance of databases for small charities and looked at some of the options on offer.

Are you looking for fundraising talent to manage your database? Give us a call on 0203 750 3111 to start the conversation.

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Five creative recruitment campaigns

Are you getting a poor response to your job ads, or worse, no response at all?

There are many reasons why this could be happening.

For example:

• Your job descriptions are confusing

• The application process is torturous

• You have unrealistic expectations

• You’re posting your ads in the wrong places

Or, it might just be that your ads are bland and uninspiring.

Whatever the reason, it’s time to change tactics.

Applying a little blue sky thinking to your recruitment campaign could be just the thing you need to generate interest.

Here are five inspiring examples from the corporate and not-for-profit sectors to get your creative juices flowing.

1. IKEA – Career Instructions

In 2012, an Australian branch of the Swedish furniture chain was looking to hire a staff for its new store.

How did they go about it? They included a ‘career instructions’ leaflet in every IKEA purchase.

Inspired by their iconic assembly instruction booklets, the quirky ad included step-by-step instructions, along with illustrations.

The campaign was a stroke of genius as it targeted people who were already familiar with the brand.

It also saved them from forking out for advertising through traditional marketing channels.

The campaign attracted 4,285 job applications, resulting in 280 new hires.

We’d call that a DIY recruitment win.

2. The City of Los Angeles – Graphic Designer

You may have seen the ‘graphic design is my passion’ meme; a tongue-in-cheek mockery of poor design work.

Well, the City of Los Angeles took the concept a step further with its fun recruitment campaign for a graphic designer.

To promote the role the organisation created a graphic that looked like it was created by a toddler in Microsoft Paint and posted it on social media.

And it had the desired effect.

The ad attracted a ton of attention and witty comments from designers. And the city of L.A. was quick to respond with a series of witty comebacks.

The ad was retweeted 24,000 times and garnered 65,000 likes. And it highlighted the fun, laid-back culture of the organisation.

Creative recruitment at it’s best.

3. Crime Stoppers Queensland – Do You Recognise This Person?

Crime Stoppers Queensland is a volunteer-run organisation that aims to keep Australian communities safe.

In 2018, they needed to recruit volunteers but knew they’d need to go the extra mile to entice people to give up their free time.

To do it, they launched a quirky ‘do you recognise this person?’ campaign.

They created a poster, (a take on the identikit concept), but instead of showing a person of interest, each poster featured a collage of faces, along with the qualities they were looking for in volunteers, such as “creative ideas” and “community-minded”.

They supported the poster campaign with a television commercial, in which leaflets on a notice board come to life and discuss the benefits of becoming a volunteer.

The results of the campaign haven’t been made public, but the quirky campaign is bound to have attracted plenty of attention.

4. Ogilvy & Mather - The world's greatest salesperson

In an effort to attract top sales talent, Ogilvy, one of the world’s most prominent advertising agencies, launched a creative recruitment campaign to find ‘the world's greatest salesperson’.

Sounds simple enough, but what did the application involve?

Selling a brick. Yes, a brick. 

Contestants were asked to submit a YouTube video demonstrating how they would sell a common, household brick.

The prize? A three-month paid internship with Ogilvy and the chance to pitch at the Cannes Lions International Advertising Festival.

Unsurprisingly, this quirky competition attracted hundreds of entries and sent social media into meltdown.

Here’s the winning entry.

5. FareShare – Let’s Get Together

This is another volunteer recruitment campaign, but it could work just as well for a paid role.

To recruit new volunteers, the anti-hunger and food waste charity launched a recruitment campaign titled ‘Let’s get together’ .

The charity designed a series of posters highlighting the relationship between people and food in a bold, impactful way.

One design featured a bald man next to a boiled egg with the caption “every egg needs a soldier”. Another depicted a woman with a pink headscarf next to a cupcake with pink icing, accompanied by the text, “apply now. It’s a piece of cake”.

The campaign, which reflected FareShare’s fun and inclusive ethos, resulted in 400 applications and a 900% increase in brand awareness. Impressive huh?

Creative campaigns can work wonders, but so can recruitment agencies. We can help you find your perfect fundraiser. Call us on 0203 750 3111 to find out how.

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