The data is in: donor sentiment is really looking up, with 80% of Australians planning to give the same or more this Christmas (up from 59% last year). But while the mood is improving and Christmas is Australians’ favorite time of year to donate… it doesn’t mean Christmas campaigns will be easy!

Many donors have been out of market for up to three years, meaning you’ll need to re-establish giving habits and rebuild trust. And for those who are giving, there’s a big opportunity, with the right strategy. But to cut through, doing what you’ve always done won’t cut it as donors' expectations and behaviour are changing.

In this webinar we unpack what donors want using the latest donor sentiment data, market data, past campaign results, and latest media and creative trends to help you sharpen your 2025 Christmas strategy.

You’ll learn:

What AI changes means for your media strategy at Christmas.
How to get back donors who've been out of market for 3+ years.
What your mid / major donors really need to see to give.
Why conversion rate optimisation (CRO) isn’t just about landing pages, it's the full donation experience.
Platform-specific creative tips on what’s converting now.
The role that influencer advocacy could play in making your campaign.

The Christmas Fundraising Playbook: What the Data Says You Should Do (and Ditch)