As the holiday season approaches, charities are preparing their biggest fundraising efforts of the year. With online giving on the rise, digital marketing and PPC campaigns are essential for charities aiming to connect with their audience and maximise holiday donations. Here are 10 targeted strategies to help your charity make the most of its online presence this season.
1. Develop A Compelling Holiday Campaign Theme
Start with a theme that resonates with your target audience, such as “Holiday of Hope” or “Season of Giving.” Use this theme across all PPC ads, social media posts and emails to create a cohesive, memorable campaign. Consistent visuals and messaging make your campaign stand out, boosting recall and engagement with potential donors.
2. Use Specific Keywords In Search Ads To Capture Seasonal Traffic
Incorporate holiday-focused keywords like “Christmas donations,” “holiday charity,” or “gift a donation” into your PPC campaigns. Consider bidding on long-tail keywords that reflect specific holiday searches, such as “help families in need this Christmas.” Optimising ads with these keywords can capture seasonal search traffic and drive donors directly to your website.
3. Leverage Social Media For Storytelling
Social media platforms offer an ideal space for storytelling, especially around the holidays. Use Facebook, Instagram and LinkedIn to share impactful stories, photos and videos that showcase your mission and goals for the season. Consider using paid ads or sponsored posts to reach a broader audience and experiment with video content like short holiday messages from beneficiaries or team members to create emotional connections.
4. Create Custom Landing Pages For Holiday Campaigns
A dedicated holiday landing page is a powerful way to direct online traffic and track campaign performance. Optimise this page with festive visuals, a clear call-to-action and an easy-to-navigate donation form. You could even create several themed pages—one for corporate giving, one for individual donors and another for recurring monthly gifts—to engage different donor segments effectively.
5. Implement Retargeting Ads To Reconnect With Interested Donors
Retargeting ads are an effective way to keep your charity top of mind for website visitors who didn’t complete a donation. Use retargeting ads on platforms like Facebook, Instagram and Google Display Network to remind visitors about your holiday campaign and offer gentle prompts to come back and support your cause.
6. Encourage Recurring Donations With Holiday-Themed Subscription Options
While one-time holiday gifts are valuable, recurring donations provide sustained support. Use your ads and landing pages to emphasise the impact of ongoing contributions with options like “Give a gift every month” or “Extend your holiday donation year-round.” You can even customise these recurring options with festive visuals, making them feel like part of a seasonal commitment.
7. Partner With Influencers Or Micro-Influencers To Amplify Reach
Collaborating with influencers or brand ambassadors who align with your charity’s values can significantly expand your audience. Reach out to local influencers, community leaders, or even past beneficiaries who can share their holiday giving experience with their followers. Their endorsement can add credibility and encourage more donations.
8. Run Geo-Targeted Ads To Tap Into Local Giving
Local giving is especially important for many charities. Use geo-targeted ads on Google and social media to reach supporters within your community, emphasising local impact and the benefits of supporting a charity close to home. For example, “Help families in [your city] this Christmas” can increase relevance and inspire nearby donors to support.
9. Add Urgency With Countdown Timers & Holiday-Exclusive Offers
Urgency is a powerful motivator. Adding a countdown timer on your landing page or donation form—showing the number of days left to reach your holiday goals—can create a sense of urgency. Additionally, consider offering special giving options that expire at the end of the holiday season, such as “Give a Christmas Meal” or “Donate a Winter Kit,” which encourage immediate action.
10. Show Donor Appreciation With Post-Holiday Retargeting Campaigns
After the holiday season, take time to thank your donors with follow-up messages and remarketing ads that recap the impact of their gifts. A personalised thank-you ad or video can make supporters feel appreciated and build loyalty. Follow up with an email or social media post that shows the results of their donations, setting the stage for future support and engagement.
By applying these digital marketing tactics, charities can amplify their holiday campaigns and reach more people ready to make a difference. Digital ads and optimised landing pages are powerful tools that make it easier for people to give, ensuring their generosity has a lasting impact into the new year.
