What is the
Big Give Christmas Challenge?
The Big Give Christmas Challenge is the Big Give’s flagship seven-day online match funding campaign.
Charities organise their Major Donors, Trusts and Foundations or Philanthropists to match-fund the campaign, meaning smaller donors, or Individual Givers, get their donation matched.
From an Individual Givers perspective, this means for every pound they give, the charity will recieve two pounds.
Aims of the project
£200,000 in matched donations
Building on the success of the previous year’s campaign (which I also supported them with). Magic Breakfast was looking to raise £200,000 in matched donations (£100,000 from individual givers), in one week. Utilising their database of supporters via email, as well as organic and paid social.
The Social Media Adverts
These adverts ran for a week on Instagram and Facebook, each with different targeting.
Ad 1
Targeting: excluding current supporters
This animation explains how the Big Give works to those who are not familiar with campaign, as well as why it would matter to give to Magic Breakfast.
This was a lower-spend ad, aimed at raising awareness rather than direct donations.
Ad 2
Targeting: people with strong charity interest, Magic Breakfast followers
This advert highlighted the gift-matching element, as well as the time-sensitive element of it only being live for a week.
This ad presumed some level of understanding of what Magic Breakfast does and why their work matters.
Ad 2
Targeting: people with strong charity interest, general public
This advert set highlighted the statistics around food poverty and the need to donate.
This advert was designed to be motivating to people who have not heard of the campaign or Magic Breakfast.
Ad 3
Targeting: people with strong charity interest, general public
This advert set used quotes from real children about food poverty.
This advert was designed to be motivating to people who have not heard of the campaign or Magic Breakfast.
The emails
Our supporters recieved segmented daily emails, asking them to donate.
Email 1
This email was sent before the campaign went live.
Different supporters recieved diffferent elements of this email.
Donors who gave to last years campaign recieved an email highlighting their impact from last year and how they could have a big impact this year.
Those who gave previously but not to last years campaign recieved messaging about how they might have missed out last year but don’t need to miss out this year.
Other donors and supporters recieved emails that explained the campaign and how it works in greater detail, as they’re not as familiar with the campaign.
Email 2
This email was sent once the campaign was live, and had similar content and segmentation to Email 1.
Email 3
This email had minimal segmentation.
It highlighted the story of one of Magic Breakfast’s service users and how free breakfast has supported the whole family.
Email 4
This email marked the halfway point.
This email was heavily segmented with different donor groups being asked for different amounts, reflective of how much we felt it was likely they would give.
Email 5
This email highlighted the UK Government’s current plans for free school breakfasts, and how this plan does not include secondary students.
Email 6
This email highlighted the cost of living from the perspective of parent’s who may be struggling.
Email 7
This email was sent on the last day of the campaign. By this point we had already hit our target, so I didn’t segment and ask for specific amounts, simply highlighted the time-sensitivity of the campaign.
Email 8
This email was sent to everyone who donated. It highlighted the impact that their donations will make. It had some personalisation in the title.
The Results
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£210,300 raised
We exceeded our target a day early, reaching £210,300 made up of 415 donations.
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Email Statistics
Opened: 36.12%
Clicked: 0.85%
CTOR: 2.16%
Unsubscribed: 0.28%
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Social Ads Statistics
Landing page views: 3,984
Cost per click: £0.37
Impressions: 321,803
Demographics: 71% women, 28% men, 1% unascribed