It's the UK’s biggest online match funding campaign, offering organisations the chance to double their donations and maximise impact. To ensure your campaign stands out and achieves your goals, here are 10 essential tips for creating a successful Big Give Christmas campaign:
1. Plan Ahead
Preparation is key. Start by mapping out your campaign goals, message, target audience, and timeline. Match funding creates a sense of urgency, but you need to have all your materials, communications, and donor outreach ready before the campaign launches. Begin outreach to your match funders early, as securing match funding is vital to the success of your campaign.
2. Tell a Compelling Story
People give to causes they care about, and storytelling is an excellent way to emotionally engage your audience. Use your campaign to highlight the real-world impact of your work. Show specific examples of how donations will make a difference, especially during the Christmas period when the spirit of giving is heightened. A story-driven approach can create a deeper connection with potential donors.
3. Leverage Video and Multimedia Content
The power of video cannot be overstated in the digital age. Create a short, emotive video explaining your cause and why donations during the Big Give Christmas Challenge are so important. Make sure it’s easily shareable across social media platforms, and embed it into your campaign page. A video can dramatically increase engagement and help convey your message in a compelling, visual way.
4. Engage Your Existing Donors
Your existing donors are your best asset when it comes to fundraising. Reach out to them early in the campaign, explaining the match funding opportunity and encouraging them to donate during the challenge period. Personalised emails, direct messages, or phone calls can make all the difference in turning passive supporters into active donors.
5. Use Social Media Effectively
Social media is your megaphone during the campaign. Develop a content calendar and use platforms like Instagram, Facebook, Twitter, and LinkedIn to share updates, success stories, and thank donors in real time. Hashtags such as #ChristmasChallenge can help raise your campaign's visibility. Interactive content like polls, countdowns, and behind-the-scenes stories will keep your audience engaged and excited about participating.
6. Build Relationships with Major Donors
Before your campaign goes live, focus on engaging with major donors or philanthropists who may be able to provide significant match funding. A personal touch, like an invitation to a pre-launch briefing or a thank-you lunch, can help cultivate these relationships. Donors are more likely to give when they see their contribution being matched and making an even greater impact.
7. Set Clear, Achievable Goals
Transparency is crucial when asking for donations. Set a clear fundraising goal and communicate it effectively to your audience. Whether it's raising £10,000 for a new community programme or funding a specific project, having a clear objective motivates donors. Keep them informed of progress throughout the campaign, with regular updates on how close you are to reaching your goal.
A great example of this was Crisis's campiagn who set a straightforward, achievable goal for their Christmas campaign—to raise enough funds to provide meals and shelter for 500 homeless individuals over the festive period. This clear objective made it easy for donors to understand the impact of their contributions.
8. Offer Incentives and Create Urgency
Match funding campaigns thrive on urgency. Create incentives to encourage donations at specific times, such as ‘power hours’ where donations can be doubled or even tripled if they’re made within a certain timeframe. Also, remind potential donors that their impact is doubled for a limited time, adding urgency to their decision to give now rather than later.
9. Collaborate with Influencers and Ambassadors
Tap into your network of ambassadors, influencers, and loyal supporters who can help amplify your message. Their endorsement can bring your campaign to new audiences and lend credibility to your cause. Ask them to share their own stories about why they support your charity and what the Big Give means to them.
10. Show Gratitude and Impact Post-Campaign
Once your campaign ends, it’s crucial to thank your donors and show them the impact of their contributions. Share stories, photos, or videos about how the funds raised are being used. Personalised thank-you messages go a long way in retaining donors for future campaigns. Don’t forget to keep donors engaged throughout the year so that they’ll be ready to support your next Big Give campaign.
The Big Give Christmas Challenge is an excellent opportunity to amplify your fundraising efforts, and 2S Films can help you craft a successful, compelling campaign. With our expertise in multimedia production and digital content strategies, we specialise in creating engaging, high-impact campaigns that resonate with donors. Whether it’s developing emotive storytelling, optimising your content for multiple platforms, or managing the campaign's creative and logistical aspects, we ensure everything is delivered smoothly and on time.
Partner with 2S Films to make this Christmas your most successful fundraising season yet.
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