Charity Christmas appeals 2020

Six more of our favourite campaigns

Charity Christmas appeals 2020

8th December 2020

By Philippa Jolliffe

We’re all in sore need of some festive cheer this year. In fact, many people decided to brighten up lockdown by putting up trees and decorations at the beginning of November!

For charity marketing teams and their agency partners, Christmas is a time for innovation – whether that’s high budget videography or a more DIY approach. 

Last year, we revealed some of our favourite charity Christmas appeal campaigns ever. This year, we’re highlighting some more past gems, as well as a couple of 2020 specials. 

Which of these Christmas fundraising campaigns get you in the festive giving mood?

1. MS Society: #MerryMoments

What better way to share the magic of Christmas than by inviting people to post happy snaps, stories or videos of their #MerryMoments to an online hub, then vote for their favourites?

The concept is bright, it’s cheery, and it’s perfect for our smartphone era. 

This MS Society campaign is from 2016, but we feel that in 2020 we need to cherish and share our #MerryMoments more than ever.

2. Mind: #Crafternoons

No charity is more aware than Mind of how the Covid-19 lockdown has affected the nation’s mental health. So it’s continuing its annual Crafternoon fundraiser – but this time, online. 

 Mind #Crafternoons

Whether you spent lockdown perfecting your painting skills, or haven’t touched handicrafts in decades, a Crafternoon will be huge fun. What’s important is that you and your fellow crafters enjoy doing it together. Sign up by 14th December to get a Crafternoon kit!

This is #Crafternoon’s seventh year, and it will be fascinating to see how the virtual version works. Now, where did we put our double-sided sticky tape…?

3. NSPCC: Childline 24/7. Even at Christmas.

“Abuse and neglect don’t take Christmas off, so neither do we.”

That’s the hard-hitting tagline on this video depicting a young girl calling the 24-hour helpline. Yet the heart-wrenching film ends on a comforting, hopeful note – the perfect tone for Christmas. 

This charity Christmas appeal campaign is from 2019, but the cause is even more vital this year: during the spring lockdown, the NSPCC was receiving 50 calls from children per day

At Connect Assist, we know just how powerful helplines can be for some of the UK’s most vulnerable people. 

4. Age UK: No one should have no one.

Helplines have become lifelines to many in 2020, providing human contact for people who haven’t seen a soul during lockdown. 

Age UK Helpline

Age UK has used its tagline for several years now to highlight the epidemic of loneliness among older people. But this year, it’s more meaningful than ever: more than 850,000 older people could be facing Christmas alone. 

The campaign features social media, videos, and case studies, all highlighting the difference the charity’s Friendship Service and Advice line makes to isolated elderly people. 

Just like Connect Assist’s contact centre services, the Advice Line operates 365 days a year, including on Christmas Day itself. 

5. Make a Wish and Age UK: #GiveYourself

It takes courage to come for the John Lewis Christmas Advert crown, but that’s exactly what these partner charities did in 2019. 

Their alternative Christmas advert follows a lonely, weary hospital Santa as he makes his rounds while mourning his own younger days as a family man.

It copies the sentimental and uplifting style, sepia aesthetic and soulful music of the originals, but ends with the tagline: “If you can’t give money… #giveyourself.”

It’s a great way to boost and thank the volunteers who keep Britain’s charities afloat. Many have had to step back this year, and they’ve been truly missed.

6. RNIB: See Christmas Differently.

Sometimes, you don’t need bells and whistles to make a noise with your fundraising – just a true story and an adorable six-year-old in a reindeer jumper. 

In this short film, Mum Vikki talks of how her son Ed was left visually impaired after a brain tumour, and how RNIB helped them adjust. It ends with a straightforward ‘thank you’ and website address. 

That’s it! No CGI, no celebrities, no high concepts. And it works. 

So Happy Christmas to Vikki and Ed, and to all our readers and charity partners! And if your charity is wondering how to keep your helplines running over the festive period, do get in contact to discuss how we can help with out of hours call handling services, live chat operator services and more. 


If you need our help in developing more effective, meaningful connections with customers, get in touch today.