Seasonal occasions have unique places in the collective consciousness. Annual celebrations such as Christmas, Eid, or Diwali tend to instill in people a sense of collective good. Values such as generosity, social responsibility and family become prioritised. They can also be times of indulgence, which can heighten a sense of awareness for those struggling.
As compassion is heightened, there is an opportunity to harness this collective sense of goodwill.
For over a decade, Arete has told stories that make a difference for the world’s charities and NGOs. In this month’s blog, with insights from Head of Marketing and Communications at Opportunity International, Jenny Dunn, and Arete Founding Director, Kate Holt, we look at what makes an effective seasonal fundraising campaign — sparking empathy and action while maintaining integrity and ethical standards.
Photo: Islamic Relief UK / Arete
Photo: Islamic Relief UK / Arete
Dignity & Integrity
Obtaining the consent of subjects is essential when sharing their personal stories. Telling stories with integrity goes further — giving participants agency over their own narrative and co-creating a story that will have impact as well as maintaining a subject’s dignity.
Photo: Opportunity International UK / Arete
Media narratives can be dominated by stories that aim to shock: during festive periods, audiences may be more sensitive and sympathetic in their response to stories they view. But there are better ways to harness heightened generosity than to rely on shock tactics that risk exploiting or dehumanising the subjects of stories.
Photo: Opportunity International UK / Arete
Adapting to Contemporary Contexts
It is important to be sensitive to the situation of the campaign’s audience and its subjects. The cost-of-living crisis makes people think carefully about how they spend their money. Campaigns’ tone and content should show due respect for the fact that many people who view a campaign may be struggling themselves while thoughtfully considering the kind of content that will be effective in creating empathy. Telling stories that resonate emotionally, as well as clearly demonstrating the tangible impact of even the smallest donation, can be very compelling.
Jenny Dunn, Head of Marketing and Communications at Opportunity International:
“With the cost-of-living crisis, domestic needs, understandably, are at the forefront of many people’s minds. People have less money to give to charity and the little they do have is more likely to go to support local needs and communities. When people do look overseas, conflicts closer to home (such as the Middle East and Ukraine) seem more pressing. It’s therefore much more challenging to get people’s attention…
…Having a match element to an appeal helps, as people know their money is being doubled and therefore helping more people. It is better value for money. We’ve found that helps hugely.”
Solutions Focussed Storytelling
Portraying subjects with dignity and respect is the first step; focussing on stories that show a positive impact with a hopeful narrative is also extremely effective in generating support — combatting compassion fatigue and making it clear how donations can make a real difference to other people’s lives.
Stories of strength and resilience are both motivating and inspiring. Amongst negative media narratives that can feel overwhelming, a solutions-focused approach can be a beacon of hope — showing that, even in dark times, there are ways to make a positive impact and that every contribution counts.
In this video, Arete filmmakers told the inspirational stories of aid workers working for DEC member charities, emphasising the themes of togetherness and strength. Christmas is a time of reflection and hope, and by highlighting the inspirational human spirit and the power of collective action, the video conveyed a message of resilience and unity.
Kate Holt, Arete Founding Director:
“It’s a hopeful time of year, and the key is to showcase dignity and hope. The images should tell a story that evokes empathy and drives people to act.”
Photo: DEC / Arete
Participatory Narratives
At Arete, we specialise in telling compelling stories of individuals that address humanitarian issues and make them relate to those who view them.
Jenny Dunn, Head of Marketing and Communications at Opportunity International:
“The main thing we look for is a high impact hero story where we have a detailed story and quote of who they are, their life story, what they do, and how their life has tangibly changed, plus images that clearly tell their story. It’s about creating a connection and showing the people we serve as relatable, well-rounded people who are no different from you and me, but who have just faced different obstacles in life. Their stories and images need to draw people in…
…We’ve found that telling the story of our work and impact through one person (a mother, an entrepreneur…) often has the most cut through. Ultimately people give to people…
Girls in South Sudan often aren’t educated past primary school age, as many families are keen to marry them off at around 14 to 16 years old, in exchange for assets like cattle. Others simply can’t afford to pay school fees.
Plan International, with support from the DEC appeal, provided seeds and tools to families last year who were affected by the severe drought and ongoing conflict so that they could grow their own food. This income means that families can send girls to school and are less likely to marry them off at an early age.
Photo: Plan International / Arete
View Plan International’s fundraising appeal featuring Helena’s story here.
…An overarching theme that pulls the appeal messaging and visuals together consistently across all the channels is also important. Whether it is a short-dwell bus shelter poster to a cold audience or a detailed appeal leaflet to warm supporters, the umbrella theme brings a cohesiveness and clarity to an ask — for example ‘We are Opportunity’ or ‘Roots of Change’.”
Using an overarching theme can help the campaign deliver a strong message — emphasising the organisation’s specific identity and mission in a way that resonates with the values of its audience. Seasonal occasions are times of togetherness and collective good, offering opportunities to pull the audience into the narrative even more.
Kate Holt:
“Make people feel part of the story. It’s all about giving people agency in the stories being told and telling people what they want to hear, not what you want to tell them. They want to hear a story about someone they can help, not about how dire someone’s situation is. Tell a story that people can empathise with and feel part of. Show them that the £10 they are giving is having a direct impact on the people they are seeing. Especially in a time when people feel so powerless, the story needs to make them feel empowered.”
