4 million fewer gave this Christmas. How can you start 2023 on the right foot?

With four million people cutting Christmas giving,?what can you do to start this year on the right foot??

Looking back, 2022 was every bit as turbulent as the previous two years. Just as fundraisers across the sector began to hope for a reprieve from emergency appeals and a return to ’business as usual’, the cost of living crisis began to bite, dominating the headlines. And with every sector report pointing toward another difficult year ahead, there’s no end in sight for uncertainty.

Worryingly, a report from CAF suggests that nearly 4 million fewer people have given to charity in November 2022 . The true impact of this during such a key month for many fundraising programmes remains to be seen.

The cost of living crisis not only dominates the headlines, but our donors' hearts and minds, and it’s unclear how long this possible ‘dip’ in giving will last.?

With that scary statistic in mind, what should our New Year’s resolutions be this year, as fundraisers? How can we inspire more people to support our good causes – and hold on to the donors we have?

1. Relevance?

Tell your donors how and why your cause is important right now, and what difference your cause can make during the cost of living crisis. If you are a local organisation, demonstrate that to your audience where you can – we know that donors are more likely to support their local communities, especially since the Covid 19 lockdowns. If you are a national or non-local organisation, demonstrate your proximity in other ways, showing how you are relevant to them and their lives.

2. Integrate?

By integrating across your organisation, you can amplify your fundraising or organisational message. Break down silos; think about how different teams can use campaign messaging; and nail your campaign timings to run different team activities and channels together to increase reach.?

3. Thank, show impact, ask again?

Excellent retention activity has never been a nice to have but feels all the more essential when so many donors are pausing their giving. Thanking your donors as soon as possible is the basics of any effective supporter journey. Providing specific, relevant feedback on what the charity has done with their donations, and the impact it’s had on individual people afterwards before using data insight to make the next best ask of your new donors whilst they’re engaged. This doesn’t need to cost the world either, simple impact emails or quick thank you vox-pops from your team members will do the trick, and will help to keep your new donors engaged.?

Now more than ever, donors will be more considered when making donations. Acknowledge that your donors might have less to give, offer other ways to support, but don’t just stop asking.

Do you think the cost of living crisis has had an impact on your Christmas Appeal performance? Is it still too early to tell? We’d love to hear what you think made the biggest impact on your results??