The world doesn't end on 31st December - seven reasons not to despair if your festive fundraising push isn't going to plan

Some festive thoughts from Rachel Cross, our Trusts Fundraising Consultant, on why you shouldn't put too much pressure on yourself to bring in every last pound before the Big Ben chimes usher in 2025...

You’ll be seeing a lot of content related to Christmas fundraising at the moment.

The December effect is in full swing, with end of year appeals, Big Give and Giving Tuesday plugs, and the words “help” and “support” featured in every other sentence between now and the end of the year.

Fundraising professionals are posting their top tips, which you always read just when it’s too late.

You’re watching your own campaign page with baited breath, whilst glancing over at other organisations’ campaigns thinking only one of two things: a fateful “Oh wow, they’ve done a much better job than us”, or a smug “I’m so glad we don’t employ their marketing people.”

It's true, individual giving peaks at this time of year, with donating to charity much higher on the general public’s agenda compared to the rest of the year. It’s also true that this month is a peak time for unsolicited gifts, larger one-off donations and new donors.

But the December frenzy puts enormous amounts of completely unsustainable pressure on fundraising staff.

Our quest for year-end target hitting can also often be so heavily inflated that we fail to see the wood for the trees. Whether you’re feeling elated or deflated by your Big Give results, proud or panicked by your progress – we can probably guarantee you’re feeling pretty worn out.

However the festive fundraising season is treating your team, we want to encourage you that, as important as this season is, the world doesn’t end on 31st December. People don’t close their wallets on 1st January. If you’ve ever gotten to midnight on New Year’s Eve and been met with anticlimactic disappointment, you’ll know what I mean.

Don't forget that donors - just like dogs - are for life, not just for Christmas

All is not lost: here's why your fundraising potential won't simply evaporate to the tune of Auld Lang Syne

​Here are seven reasons why you shouldn't despair if this month isn’t turning out to be as fruitful as you’d hoped:

1. This isn’t the only individual giving opportunity in the calendar year. Not everyone celebrates Christmas! As our friends at SOFII highlighted, Muslim donors are the most generous in the UK, giving on average four times more than the average British person. There are around 4 million Muslims in the UK, many of whom will be observing the festival of Ramadan, which falls in March 2025. Aside from fasting, charitable giving (‘Zakat’) forms a huge part of this observance. But Muslim donors are generous all year round, and SOFII’s blog above provides some excellent tips on how to engage this often-overlooked group of givers.
   
   
2. With January comes the onset of the fresh start, new me mentality. It’s a time when many seek to make positive changes in their lives — and perhaps try to atone for some of their festive over-indulgence. Initiatives like Dry January have become increasingly popular, and can be a great opportunity for charities to encourage people taking part to raise funds at the same time. January is also a fantastic opportunity for charities to run a volunteer drive, with people more willing to set a new routine and give back to their communities.
   
   
3. Individual giving is only one part of the fundraising equation. Key funder board meetings often happen in January, with many grantmakers setting their strategy, budget and goals for the year ahead. This is a good time to keep an eye on funders as new application rounds are launched. January meetings will also see the outcomes of applications submitted towards the end of this year.
   
   
4. Many grantmaking boards also have a spring meeting in around March or April. January and February can be important months to focus on applications to submit them in good time.
   
   
5. As we’ve already alluded to, we are saturated by fundraising appeals at Christmastime. For smaller or newer charities with less exposure, smaller marketing budgets and restricted capacity, it can be a huge challenge to get your voice heard above all the noise (especially the voice of that that one particular kid in the school nativity). Planning a larger appeal at a different point in the year when there’s less competition may work in your favour.
   
   
6. Christmas wouldn’t be Christmas without unwanted gifts, and there are creative ways that charities can encourage people in January to put these gifts to good use. Why not encourage supporters to donate or sell their brand-new items in support of your work?
   
   
7. December may see high rates of one-off/unsolicited donations, but it takes careful follow-up in January (and beyond!) to move them from one-offs into longer-term supporters of your work. One-off donations are great, but what we all really need is sustainable income. Following up with donors at later points in the year to inform them on the impact of their Christmas gift not only fosters trust, but makes them more likely to support you again in the future. This is all too easily lost in the "December at all costs" mentality. After all, we want donors for life, and not just for Christmas.

Good luck for your festive fundraising push, but don't be too hard on yourself, and remember that all is not lost if your December doesn't go to plan 💚