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16 Dec 2016

‘Tis the season to be jolly… and learn more about charitable giving

Posted on December 16, 2016 by

In this blog post – part 2 of 2 – we look at how Save the Children’s Christmas Jumper Day could be even more successful by increasing brand awareness.

As my colleague Emma Lister has already outlined, Save the Children’s Christmas Jumper Day is a great charity campaign. It raises money for a worthy cause, encourages festive generosity and gives us all an excuse to wear our favourite festive knitwear (if you’re into that sort of thing!).

Save the Children have done a brilliant job of jumping on the back of an increasingly popular Christmas tradition to raise funds for everything they do. But as it was already a growing tradition to have a ‘Christmas jumper day’, it means that many people don’t associate it with the charity.


Here are our tips on how to overcome this problem and create an even better campaign.

Raise even more awareness

A certain lack of awareness is a criticism that can be applied to many charity campaigns over the past couple of years, including the ice bucket challenge and #NoMakeupSelfie – two charity campaigns that went viral, but many people didn’t and still don’t know the charity behind it. It could be argued that we’re seeing a similar trend with Christmas Jumper Day.

It’s not that it doesn’t raise any awareness, it’s just that the viral aspect of the campaign, such as the video of pouring ice cold water over your head, or in this case wearing your tackiest jumper and posting the evidence on social media, outweighs any press coverage and research into the charity. It’s really easy to join in without knowing why.

There are a few things Save the Children could do to increase even more awareness around the campaign, from selling their own Christmas jumpers with ‘Save the Children’ embroidered on or encouraging people to share exactly what their donations do on social media, to creating different campaigns with stronger links to the work they do.

Make sure people donate to the right charity

Just because someone has decided to put on a Christmas jumper doesn’t guarantee that they’ll donate. Not because they don’t want to or are opposed to what the charity does, just because it’s so easy to forget.

The weak link between Save the Children and Christmas Jumper Day means it’s easy for other charities to join in and receive donations instead, which means the work they do is diluted by the other charities.

Having a Christmas Jumper Day in an office makes it easier to make sure everyone donates to the right charity, so Save The Children could reach out to big companies and organisations around the UK to make sure they’re aware of the campaign and focus more on exactly what their donations will do.

Creating different campaigns with stronger links to their work would also help raise brand awareness. If more people are aware of what they do, this could mean Christmas Jumper Day was even more successful in the future, as people are donating to a charity they understand.

Different campaigns at a different time

In the same way it can be argued that Christmas is a great time to encourage donation as people are feeling generous, it can also be argued that people are scrimping and saving in December. It may even be the one time of year that people want to focus on providing their own family with something really special.

Save the Children could put more emphasis on some of their other campaigns, such as their runs, walks and cycles, and even their Pepper Pig’s Muddy Puddle walk! These campaigns are less restricted when it comes to time of year and also have the potential to reach a wider audience, including those that don’t celebrate Christmas. The more unique the idea, the more people are likely to remember it and associate it with Save the Children.


It’s worth noting that Save the Children is a great charity, which oversees humanitarian responses and crises, as well as working to improve the life of millions of children in 29 nations around the world (just in case you’re sat in your Christmas jumper and didn’t already know).

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