Plan
Year-end, Giving Tuesday, tax-year-end, emergency appeals and awareness days — planned, budgeted and measured, so the busiest weeks of your year arrive on a plan, not a panic.
The problem
For most charities the fundraising year is shaped by a few intense moments — year-end and Giving Tuesday, tax-year-end, emergency and disaster appeals, seasonal and awareness-day campaigns. They tend to arrive faster than the planning. Decisions get made under pressure, budgets shift reactively, and the lessons from last year's appeal are lost by the next. We bring the calm of a plan — a clear strategy built around your real calendar, agreed early, and measured honestly afterwards.
What we do
Year-end and Giving Tuesday, tax-year-end, emergency appeals and awareness-day plans mapped months ahead — budgets, channels, creative and targets agreed before the season starts.
An evidence-based view of where to invest across search, social, email and offline, based on your audience and what has actually returned.
A clear-eyed review of your current activity, tracking and spend, with prioritised recommendations you can act on.
Realistic income and cost projections by season and channel, so finance and fundraising are working from the same numbers.
A structured plan of experiments through the year, so each campaign improves on the last rather than starting over.
An honest read of what worked and what did not after each major appeal, written up so the learning carries forward.
Related work
A structured account rebuild and seasonal bidding strategy transformed a charity's search programme — but the numbers below are placeholders until the client signs off.
Questions
Earlier than most teams do. We recommend beginning roughly 90 days out so strategy, creative and tracking are ready well before the appeal goes live, when the majority of giving happens. We publish a 90-day timeline you are welcome to use.
Yes — year-end and Giving Tuesday, tax-year-end, emergency appeals, seasonal and awareness-day moments, and the donor behaviour around them are core to how we plan. You will not have to explain your calendar or your supporters to us.
Yes. A standalone audit of your marketing, tracking and spend is a common starting point. It stands on its own, and if you would like us to help deliver the recommendations, we can.
From your own history and a realistic view of the channels, not from sector averages or wishful thinking. We would rather agree a target we can defend than one that looks good in a plan.
Tell us where you are and what you are trying to grow. We will reply with a straight answer and a sensible first step — no pitch theatre.
