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Industry News

2023 Charity Christmas Campaigns

Natalie Luckham

Christmas in marketing.

It’s a busy time. Planning campaigns that cut through all of the noise, gain attention and generate sales. Many marketers get excited about highly anticipated TV ads and what retailers will be doing, but what about the charity sector?

The charity sector has a huge challenge in the winter months. How do they keep in people’s minds, make us think about those less fortunate than ourselves and convince us to part with our cash, particularly in today’s economic climate? After all, those who need the most help in society don’t simply stop needing it in December. Today, we were pleased to see a report by digital fundraising platform Enthuse that reveals more than 70% of people are planning to donate over Christmas.

Looking at different age groups, Enthuse‘s latest Donor Pulse survey found that four-fifths (80%) of 18-24-year-olds say they are planning to donate to charity over the Christmas period, compared to half (49%) of 55-64-year-olds.



"Four-fifths (80%) of 18-24-year-olds say they are planning to donate to charity over the Christmas period"

Here are three of the best 2023 charity Christmas campaigns we’ve seen so far:


This year, housing charity Shelter tells the story of eight-year-old ‘Maddie’ who does all she can to be “as good as gold” in the hopes her Christmas wish comes true. The film feels fairly upbeat until the final scene when, on Christmas Day, Maddie wakes up in temporary accommodation.

Shelter estimates that this year over 131,000 children in England will wake up on Christmas day in temporary accommodation – that’s an increase of over 10,000 since last and the highest ever recorded.


The Royal National Institute of Blind People (RNIB) is encouraging individuals to become Joy Makers during the holiday season. The initiative involves making contributions to ensure that visually impaired children can receive a special letter from Santa that’s accessible to them.

Receiving a letter from Santa, whether it’s in braille, large print, or as an audio recording, allows visually impaired children to experience the excitement of Christmas. This campaign highlights the stories of Mathilda and Charlie, and their mother discusses how such a letter can positively impact their self-esteem and confidence by helping them feel more included in the festive spirit.

Multi-channel and multi-message. The campaign gets to the point and a bloody important one at that.

Julia’s  house

Regional charity, Julia’s House, tells the story of Addy for their Christmas campaign. Addy’s devastating diagnosis of Batten disease – known as childhood Dementia – has stolen her ability to walk and eat and it’s likely to be the last Christmas she will be able to see. She is gradually losing all her abilities and tragically, children like Addy aren’t expected to live past the young age of ten years old.


We hope these examples have provided insight and inspiration. We’d love to hear about what other charity Christmas campaigns you’ve spotted in 2023. Let us know on Instagram.

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