Good Bites on Christmas Appeals, July 2013
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Good Bites on Christmas Appeals, July 2013
- 1. ZSL Prepared by <name> <date> Christmas in July
- 2. Today • The context – how much extra do we spend at Christmas, and how much extra do our supporters spend? • Proposition basics – the propositions and techniques that apply across causes and sectors • Making it right for you – developing a unique and targeted proposition for your Christmas appeal
- 7. An annual peak in spend Source: Royal Mail Centre spend
- 8. TV, outdoor & doordrops are growing Source: Royal Mail Centre spend
- 9. Christmas is dominated by big charity brands Source: Royal Mail Centre spend
- 11. Only a tiny proportion of extra spend at Christmas • 50.1% of UK households make a donation to charity in any month. • This proportion rises to 52.6%in December. • This represents just a 5% increase in giving. • Older households have a higher propensity to give than younger ones, but both groups are more likely to give to charity in December. Source: CPAG report – Charitable giving by UK household
- 14. How do we unlock more of this discretionary spend?
- 15. More people say they donate through a charitable product purchase at Christmas than any other way “Thinking about charities at Christmas, do any of the following apply to you?” Base: 1,000 adults 16+ in Great Britain. Source CAM Dec 2011, nfpSynergy
- 16. 1 in 5 report giving more to charity at Christmas, but a similar proportion say they find it harder to give “Thinking about charities at Christmas, do any of the following apply to you?” Base: 1,000 adults 16+ in Great Britain. Source CAM Dec 2011, nfpSynergy
- 18. Give because it’s our Christmas Appeal
- 19. Give the gift of…
- 20. New beginnings
- 21. Parallel lives
- 22. The need doesn’t stop at Christmas
- 23. Grant a Christmas wish
- 25. What you should also look for… • Urgency – it’s a busy time and easy to be forgotten so is there a deadline around Christmas you can use? • Engagement – how can you make the gift more meaningful? • Integration – can you be part of a bigger campaign, or benefit from communications in other channels?
- 26. just use the lyrics of Band Aid’s 1984 hit ‘Do They Know It’s Christmas?’ Or,
- 27. It's Christmas time, and there's no need to be afraid At Christmas time, we let in light and we banish shade
- 28. In our world of plenty, we can spread a smile of joy
- 29. Throw your arms around the world at Christmas time
- 30. But say a prayer, to pray for the other ones At Christmas time, it's hard, but when you're having fun There's a world outside your window And it's a world of dread and fear
- 31. Well, tonight, thank God it's them instead of you
- 32. There won't be snow in Africa this Christmas time
- 33. The greatest gift they'll get this year is life
- 34. Do they know it's Christmas time at all?
- 35. BUT: what will work for you?
- 36. Why be different? • Cut through • Increased relevance • Build case for support year-round (we’re not just for Christmas) • Make the case for a bigger gift – this matters • Get up the list • Acquisition opportunity
- 37. An added layer to your proposition What people care about What you do CHRISTMAS
- 38. Do you have to have relevance built in?
- 39. What Christmas means to adults and young people 39 39 Base: 1,000 11-25 year-olds, 1,000 adults 16+ in Great Britain. Source YEM Nov 2011, CAM Dec 2011, nfpSynergy “Christmas is coming soon; which of the following most closely describes what Christmas means for you?”
- 40. Gift giving
- 41. Christmas is about stories Traditional story telling - Bringing ‘the true meaning of Christmas’ to the fore Modern story telling - Product based ask - Links to existing behaviour
- 42. Create a positive giving experience • People don’t want to feel guilty for enjoying themselves at Christmas • Their spending patterns show they prioritise having a good time • Make giving at Christmas a positive experience • Both/and not either/or
- 43. Some examples
- 44. Some examples
- 47. Christmas 2011
- 49. Xmas 2012
- 50. In short • It’s hard work – competing for attention & spend • You need to stand out • Lead with audience insight • A unique proposition is vital – inspiration • Then add the elements that work – optimisation • To go further: integrate
- 51. GOOD LUCK and HAPPY CHRISTMAS Any questions? Get in touch hello@thegoodagency.co.uk
Notas del editor
- With numerous ways to get involved with a charity at this time of year. Its when we have our biggest presence.
- It’s your core fundraising time of year. Your income targets are the highest. And this is represented in a huge increase in spend from October right through to December.
- How are people spending their money? DM remains the top spend for charities over the Christmas period but we have seen a growth in TV, door drops and outdoor over the last two years. Showing that channels that people are making work throughout the year are being increasingly introduced at Christmas.
- It’s when everyone goes head to head. And that’s not good news for the middle/smaller charities. Legion spend will be mostly around Poppy NSPCC – letter from Santa? WWf – Sponsorship products as gifts Age UK – older people/loneliness at Christmas Crisis – Homelessness at Christmas For some its their key time for fundraising RBL, CRISIS, Salvation Army. And generally because of relevance of message at that time of year. Or for the likes of WWF – their sponsor an animal RG product is suited to giving gifts.
- Looking at general household spend figures: So we aren’t seeing anything to evidence that people will give more because it’s Christmas, but a small increase in the numbers of people who give at this time of year as opposed to any other time of the year. little to suggest that people make bigger gifts at Christmas. When the absolute amounts donated are considered as a proportion of household income, there is no statistically meaningful difference between the Christmas period and the rest of the year, as household incomes also rise in December, due in part to factors such as annual bonuses, increased seasonal employment and possibly using income from savings
- Not only are you competing with each other but you have fierce competition with how people spend that this time of year. Research tells us that there is an increase in overall spend per household. 7% of increase is spent on gifts for eachother And less than 1% of their increased spend is spent on the people sitting in this room.
- And whats even more depressing is this STAT!
- And just to visualise it for you! This tells us people want to spend on Good Times / Celebrations / Togetherness at this time of year. How can you build on that experience to encourage / increase people engaging with you?
- How are people engaging with us at this time of year? Research would suggest their ‘support’ is linked with their needs – e.g. Christmas cards and ways of giving – gift membership, virtual gifts, sponsorship products etc. Getting involved with charities during Xmas is not a top priority on young respondents
- So we can’t assume that Christmas is a key time for everyone – because they may prioritise their spend else where. Getting involved with charities during Xmas is not a top priority on young respondents
- So many Charities ‘badge’ their appeal at this time of the year, unlike other times e.g. we don’t say this is our spring appeal.
- Gifts: Give the gift of..., The best gift you could give this year... We try to package up a reason to give as a gift for the beneficiary.
- Life changing: At the end of the year, when we are reflective of times that have past, we can give new beginnings for those who need it
- Comparing what she will get for Christmas vs what you will get for Christmas.
- Disease, poverty, illness etc doesn't stop at Christmas: There is also sense that for most people Christmas turns into a season of fun, but for others life continues to be shitty - those with health conditions, those who live in poverty etc.
- Links well with our sense of what Christmas is all about and what we believe Santa (St Nick) makes possible at Christmas. Its about the magic of St Nick and wishes coming true. Although now our ‘wishes’ are much more about tangible / commercial gifts than about emotional wellbeing
- Very few Christmas Appeals are without some sort or engagement or incentive, if we compared the same number of Christmas Appeals to appeals from another time of the year, there would be much less proportion of this type of engagement used. Labels and diaries are clear incentive winners Messages of support are also big at this time of year as is the Christmas card to the support
- We have already demonstrated that its busy and cut through is extremely important. The more relevant you are, the more likely you are to engage someone Its your opportunity to start relationships that are long term. You don’t just want someone who ‘gives at Christmas’ Although there is no evidence that people give more – we know they are willing to spend more so ASK them for more. Stand out and be the charity they support. Move up their list of important causes.
- Just being Christmas isnt enough. You still need to have a strong proposition driving your appeal. Then and only then should you add the layer of Christmas. Thinking about what people care about at Christmas, how they are spending their money, and what types of projects you can offer them to increase relevance for giving at this time of year.
- Its easy for some Charities to say ‘but we don’t have relevance at this time of year like other people do’. Yes for some its easy and their cause naturally fits with the time of year – elderly, children, religious, homeslessness. But if you use audience insight to drive your proposition you can create relevance.
- What’s relevant to people are Christmas / and what’s important? Family, Children, Atmosphere, Presents, Food & Drink, Birth of Jesus. If you can build a proposition around one of these things then you will be able to create relevance.
- 2 of the most famous stories that have been re-told, re-produced and re-enacted throughout generations at Christmas time have a strong philanthropic message at their core. Giving to people less fortunate than ourselves is a key message that will subconsciously make up what most of us believe ‘the Christmas spirit’ is all about
- Decide what type of story you can tell – what’s suitable for your cause/brand and audience and then build your campaign around it.
- Don’t make people feel like Scrouge – it will only leave them feeling bitter towards you. Instead help them to enjoy living the true meaning of Christmas.