How to move your end-of-year charity appeal online

December seems to come around faster every year and despite the uncertain times, for many companies, it’s time to look ahead and plan your end-of-year charity appeals.

We know that this year Christmas fundraising will not only be more important than ever for non-profits, but that it’s also going to look very different as well. Our colleagues at JustGiving recently hosted the webinar ‘How to run a successful Christmas appeal this year’, in which 80% of attendees said they were having to adapt their annual Christmas appeal due to the pandemic.

If your company needs to change your end of year charity fundraising this year and move activities online, then we can help. We’ve rounded up some campaign ideas for inspiration, as well as tips on how you can make the most of the resources available on our fundraising platform, JustGiving.

Create a Fundraising Page for your charity appeal

Start by creating a Fundraising Page on JustGiving, having the page act as an online hub for your end-of-year appeal. Make sure that you take full advantage of all the free features that are available to you as these will help your page to stand-out from the crowd. You can incorporate your company’s branding into the Banner Image and Profile Picture, plus you can add engaging content such as photos, quotes or videos from your employees taking part, using them to encourage others to get involved and drive engagement from supporters.

‘Tis the season to livestream

Earlier this year JustGivingshared the very exciting news that fundraisers can now livestream activities on Fundraising Pages. This means that if you typically plan a Christmas event with an audience, such as a charity auction, you can continue your tradition but in a virtual setting. All you need is a camera (most phones have great quality video built in) and an internet connection, you can then connect your streaming platform of choice (such as YouTube or Twitch) to a JustGiving page. It might not be quite the same as an in-person audience, but livestreaming opens up your event to larger audiences from across the country – or world, depending on where your employees live! Plus, by showing the event on your JustGiving page you can ask people to donate whilst they watch.

Virtual Christmas collections

Whether it’s at your local town’s light switch on or in your office’s reception, bucket collections are a staple feature of Christmas fundraising and this year doesn’t have to be any different. If your charity partner has a JustGiving account then they have access to free, personalised QR codes which link to a Campaign Page, which is perfect for arranging a virtual bucket collection with your employees or customers. Read more about JustGiving QR codes and how they work here.

QR Codes can be shared across digital channels such as social media and in emails, or through offline channels such as fundraising packs, direct mail, printed posters and shop windows. This means that you can position QR codes and a clear ask in all of the places that you would have positioned bucket collections in previous years.

Strava fun runs

Santa Dash and Christmas Pudding fun runs are a staple feature in most charity event calendars. You can still encourage your employees to support your chosen charity by dressing up and completing a solo run thanks to JustGiving’s integration with fitness app Strava. Strava allows your runners to track their distance and then upload it directly onto a Fundraising Page for all of their friends to see, so you can still launch a run and set a fixed distance but ask people to complete the challenge in their own time.

Create a bespoke fundraiser experience with help from our Digital Services

If you’re planning a bigger campaign and want to create a bespoke experience for your employees, or if you have a virtual fundraising idea that you think could benefit from its own dedicated microsite, then our in-house Digital Services team have a range of Corporate Fundraising packages that can help. You could choose to create a single page microsite to launch a bespoke, branded interactive campaign. The pages are directly integrated with JustGiving so you can show live fundraising totals, leaderboards and clear call to actions asking people to create a Fundraising Page or donate to the Campaign. Our Digital Services Team can also create multi-page microsites which are perfect for any challenge events you are planning to move online, including Santa Runs and Jingle Bell Jogs. Multi-page microsites also offer the option of custom branded Fundraising Pages, gamification through fundraising badges and total distance leaderboards – so your company and charity partner branding is front and centre.

Jingle all the way (to your fundraising target)

For extra support, advice and practical tips on how to plan and execute an amazing year-end appeal for your charity partner, you can:

​By Lauren Levy - Customer Success Manager at JustGiving. 

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