The Final Sprint Before Christmas
Natalie Robertson, founder of children's clothing small business BonBonBon
The joy, satisfaction and pride small business owners and their teams gain from being able to donate to charity through their hard work and business sales has been extremely evident in the last week.
Since the Small Business Star match funding pot opened on 6th December, 89% of businesses who've taken part so far have raised between £1-£250 with an average donation of £75 per business. 11% have raised over £250 per business.
Findings from the latest Donor Pulse Winter Report by Enthuse, shared that 49% of individuals who give to charity are more likely to do so around Christmas with a maximum planned donation of £41.
Whereas an individual may only be able to afford to donate £41 this festive season, individuals who donate through their business, with the firepower of a sales campaign and a customer base are able to generate an 83% increase.
Additionally, the majority of these businesses have been raising funds sustainably through their sales throughout the year and each £75 donation, whether made on a monthly, quarterly or annual basis creates a multiplied total annual donation. In 2020, £631 on average was donated to charity per business.
75% of small businesses who’ve donated have done so as a direct result of sales campaigns, rather than one off donations. Once again demonstrating that giving back for the majority of businesses is embedded in their DNA and is part of their business values and plan.
As soon as a business owner has made their donation, they’ve been taking to social media to thank their customers for helping them raise money for their chosen charity.
We’ve been close to tears watching a small business founder trying to hold back her own tears because of the impact her business fundraising will have on the children’s mental health charity, Place2Be. We’ve read messages from makers ecstatic to update their customers on their fundraising totals and met lovely small business owners at Christmas markets so proud of their contribution to charity when they make a sale.
Despite almost half of donors proactively seeking a chance to give back; the report also showed that 38% of people donated at Christmas because they saw campaigns that motivated and encouraged them to do so. This demonstrates that whilst many people have a pre-set intention of donating; there are plenty of potential supporters who are waiting to be captivated by a cause, appeal or request; which can entice them into making an impulsive donation decision.
Matt Williams, Founder of Big Hug Brewing Ltd donates 10p from each sale of their 'Pave the Way Pale Ale cans' for homelessness charity Only a Pavement Away
As we head into the final sprint before Christmas, a peak time for sales and therefore a key time for sales fundraising, it is a smart time for fundraisers to keep the momentum going.
Three ways to do this:
- Encourage your small business supporters to donate through their final festive sales of the year, and
- Help make the ask a little more enticing; by taking part in the Small Business Star campaign, or
- Reach out to your supporters to sow the seed of a sustainable fundraising campaign spanning from Christmas into 2022 and beyond.
Together we can make this Christmas magical by doubling their donation and their impact up to £250 per business, whilst funds last.
