Targeting Young People with Charity Campaigns over Christmas

There have been two really interesting articles published in the last few weeks about young people's donation behaviour, with one specifically focusing on the Christmas period. 

Fundraising tech provider Enthuse ran a ‘Winter Donor Pulse report’ which reported 80% of 18-24 year-olds plan to donate money or items over the holiday period. The most common audience we tend to see focused on is the 55-64 group over this period, however, just under half of those surveyed in this group were planning on donating. 

Mintel also noted that 21% of donors aged 16-34 have donated to 3 or more causes - they are more open to hearing about different options, whereas older adults tend to be more set in whom they support. 

The second report came from a research project run by the Chartered Institute of Fundraising in conjunction with GOOD Agency and Eden Stanley, which looked at five trends that generations under 50 are looking for in marketing towards them, with guidance for charities to translate this into their campaigns. 

The five areas it focuses on (in a nutshell) are;

• Charities need to present solutions to social issues - inspiring ongoing hope

• Use a positive angle - craft joy by updating donors on how they are helping, or using humour. As an extension to this - look at growing products that lead on enjoyment, such as gamification.

• Focus on locality - younger people want to know how they can impact their communities. It's also a much more realistic ask as people feel they can see where their donation or voluntary work is improving things. 

• “Listen well, don’t speak for” - charities need to create platforms to let those with lived experiences speak. Talking as an institutional voice is much weaker for engagement and trust than giving space and time to those with real stories to tell. 

• Engage with self-development - supporters in this age bracket are focused on self-improvement, so combine this with your charity message in interesting ways and you're onto a winner. 

If you combine these pieces, it gives a really interesting strategic challenge for next year's Christmas campaigns - how do you speak to young people - during a time when they are more likely to donate - in a way that works for them?

Some ideas for next year's Crimbo campaign planning;

• Consider gamification of the campaign - could you create a positive experience that shows what donations can provide for people?

• Bring locality into your campaign - if you have charity shops - consider a digital campaign that shows what gems could be found there for Christmas and sign off with positive examples 

• Let this year's personal stories drive next year's campaign - who benefited this year? How? Let them speak next year to show the reality of what a donation can achieve

• Look at helping people develop their skills - if you are a mental health charity, could you look at a certificated counseling course specifically focusing on support for friends during the festive season? Or if you run an environmental charity, maybe a Christmas cooking course helping people plan ethical menus?

Whatever you do next year, focusing on this age group in innovative ways is vital. Not only for more likely immediate donation but also going forward. This group is flexible with causes they will support, and it's a great time to get yours in front of them.