Christmas Jumpers

Last-minute Christmas campaign ideas

Haven’t yet organised your Christmas campaign? No need to panic – just take some inspiration from some of last year’s best festive campaign ideas.

Christmas Jumpers for Grace Kelly Ladybird Trust

Amount raised: £3,021

What’s the big idea?

This campaign combined the three things we love the most about Christmas: good intentions, warm hearts and looking faintly ridiculous. The idea is as simple as it gets – invite your supporters to don their most ludicrous Christmas jumpers and donate one of the suggested amounts to the Grace Kelly Ladybird Trust. At this time of year there’s nothing wrong with the direct approach.

Why did it work?

The campaign worked in two ways: encouraging donations and raising awareness. It also made bosses across the country ask members of staff why they’d even come to work dressed in knitwear Liberace would consider ‘a bit much’.

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Shepherd's Family Christmas Lights Display

Charity Musical Christmas Lights Display for the Charlie Waller Memorial Trust

Amount raised: £9,002

What’s the big idea?

Shining some light in the darkness in more ways than one, the Shepherd family turned their home into a winter wonderland last year to raise awareness about mental health. Every afternoon at 4.30pm around 30,000 lights transformed their house in the Buckinghamshire village of Marlow Bottom into a temporary tourist attraction and a thing of festive wonder, and all they asked in return is that those who found it fantastically festive donate to the Charlie Waller Memorial Trust.

Why did it work?

You need to have a hard heart not to love a Christmas light show. Using the warm feelings created by fairy lights to generate support for a charity dedicated to helping young people struggling with depression reminded people that Christmas can be a difficult time for many. The fact that it was a family making such an enormous effort – and footing such a hefty electricity bill – was really inspiring.

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A Film this Christmas for MediCinema

Amount raised: £3,785

What’s the big idea?

MediCinema was set up in 1996 to bring the joy and escapism of cinema to patients undergoing treatment for complex illnesses. For its Christmas campaign last year the charity set out to give a film to over 600 patients.

Why did it work?

It showed the difference £11 can make. The campaign told the story of King – a 20-year-old sufferer of brain lymphoma, a rare cancer of the lymphatic system – through his mother, Irene. Her moving account of the difference a trip to a film screening, made possible by donations, made to her son’s life reminded us all that the simplest of pleasures can make a world of difference. As an added incentive to potential donors, six of MediCinema’s partners promised to match all donations.

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Christmas German Shepherds

Christmas Advent Countdown for German Shepherd Rescue Elite

Amount raised: £4,091

What’s the idea?

A fundraising advent calendar with a difference, GSRE’s 2017 Christmas campaign saw a picture of one of the gorgeous German shepherds in the charity’s care posted across their social channels every day alongside a call for donations.

Why did it work?

Because it’s perfect for social channels: the cute-as-anything pictures were eminently shareable, the wording was urgent and the charity’s holistic approach (they don’t just look to re-home dogs; they also keep them in their original homes by offering training and behaviour advice to struggling owners) clearly keeps the animal’s needs at the heart of everything they do. By highlighting one dog a day and using emotive language, referring to Christmas as the “Dump your old dog for the new puppy time of year” – the charity’s rallying call was impossible to ignore.

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