Article: Mark Phillips on the Meaning of Christmas

Veteran fundraiser Mark Phillips proposes an interesting activity for early next year – contact your donors and find out what Christmas means to them.

“As soon as you get back to work in the New Year, start to learn about what Christmas really means to your donors and find out what they feel it lacks. Then build a campaign aimed at giving them just what they want.

It won’t be easy. It will certainly require a great deal of hard work. But if you can develop an idea that cements your charity into your donors’ psyche as truly part of Christmas, you’ll be repaid many times in terms of extra income and engagement in the coming years.”

Digital channels offer you an opportunity to do this – such as a survey shared on social media, or a simple plain text email to your donors. What do you think – is this something you could do?

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