Festive Giving 2025
As festive campaign planning kicks off across the Third Sector, our annual event brought together expert insights to support 2025 winter campaigns. We explored the media landscape, discussed integration strategies, and shared creative thought starters to inspire effective approaches.
Head of Planning Pete Esuola-Grant and Creative Director Jo Ratcliffe at GOOD were joined by Business Director James Sibree from JAA Media.
Here are the Key takeaways from the event
The media landscape
The 2024 festive fundraising period was more competitive than ever, with 35% of annual charity media spend concentrated in Q4. This increase drove up ad costs and made cutting through harder. Rising digital and TV advertising prices meant charities had to work smarter to achieve results, while economic pressures such as mortgage increases and the removal of the winter fuel allowance dampened donor confidence. As a result, overall fundraising ROI fell by 5-10%, with regular giving proving particularly challenging. However, tangible cash-giving products and direct mail performed well, suggesting that donors responded best to immediate, transactional giving.
Moving forward, how can charities find a way to maximise media impact and adapt strategies to an increasingly competitive and cost-sensitive landscape?
Building Consideration
With winter remaining the most generous giving period in the UK, charities face a critical challenge competing for donations in an increasingly crowded and expensive fundraising landscape. The key to success lies in shifting donor consideration. Moving beyond awareness to becoming a cause people actively want to support. Our latest research ‘The Integration Effect’ found that consideration is the strongest predictor of income growth, and charities that focus on building it throughout the year will see better results when the big winter ask arrives. To achieve this, integration across brand and fundraising teams is essential. Can you invest in brand building throughout the year to create familiarity and emotional connection before your big festive appeal?
If you would like to receive the full report, you can request a copy here.
Consistency and authenticity
Looking back at 2024’s festive campaigns, consistency emerged as a defining trend, with brands increasingly relying on familiar characters and established narratives to engage audiences. From TK Maxx’s farmyard animals to Cadbury’s beloved Secret Santa postman, many advertisers leaned into recognisable figures. Aldi’s Kevin the Carrot, now in its ninth year, demonstrated the long-term impact of a well-maintained brand asset. However, consistency alone isn’t enough. Coca-Cola’s attempt to revive its classic “Holidays Are Coming” ad using AI was met with backlash, highlighting the importance of emotional connection alongside brand familiarity.
Authenticity and human storytelling are effective ways to stand out in a competitive market. Our work with Crisis on their “First Day” campaign demonstrates the power of lived experience by placing real stories at the heart of its creative, using handwritten fonts, first-person perspectives, and direct involvement from the people featured.
JD Sports took a different but equally effective approach, capturing real-life family moments with British talent to create a deeply relatable Christmas spot without any traditional Christmas tropes. Proving that festive storytelling doesn’t need CGI characters, jingles or Santa to be impactful.
