The end of every year is a perfect time to raise money for your cause but one of the hardest to cut through the noise.
We’ve analysed thousands of winter fundraising campaigns on JustGiving, and today we'll share what we've learned to help you make the most of the giving season.
The best times to ask for donations
When it comes to asking for donations, there are a handful of dates and times that work better than others. Follow the data and plan your communications around these key dates and times to make the most of your winter fundraising campaign:
The first day of each month of the winter season
For most, payday falls towards the end of the month, which makes the 1st of the month a prime time to ask for support.
Mid-morning and mid-evening in November
Most donations happen around 10am or 8pm through November, when people are checking their social channels after starting work and before bed.
In December, the early bird catches the worm
People get their days off to a generous start, with 9am being the peak time for donations and this declining throughout the rest of the day.
30th of November is the peak of the entire season
The last day of November was the most giving day of the entire winter on JustGiving in 2023, likely due to charities ramping up their campaigns leading to the end of the year.
Proven end-of-year promotion strategies
Winter fundraising campaigns aren’t limited to Christmas. Here a few of the best strategies to tailor your campaign and connect with your audience, no matter your cause.
Tell your charity’s story
Help people get to know your mission by sharing real life stories and examples of your charity’s impact. You could even create a countdown or Advent calendar of sorts, sharing a story each day.
Create a hashtag
The right hashtag can be memorable, searchable, and help your charity’s account get in front of new supporters.
Go behind-the-scenes
People love an exclusive look. Share how your charity celebrates Christmas, or take supporters behind the scenes in an Instagram or TikTok video with trending music to give people a chance to get to know your team.
Schedule social posts in advance
Use an online tool to pre-schedule your social media posts for when most of your followers are online.
Further guidance for winter fundraising
It’s already a busy year – you don’t need to sink more hours into guessing if you’re taking the rights steps for your end-of-year fundraising!
That’s why we created the JustGiving Winter Fundraising Guide – everything your charity needs to plan and launch your own 2024 winter fundraising campaign. Get the guide now for even more insights, tips, and examples to set your charity up for success at the end of the year and beyond.
