It’s cold, it’s dark by half four, and I’m weirdly happy about it, because this is my favourite time of year (in general, and for charity comms!).
October was a joy to scroll through. Charities had so much fun with Halloween (special shout out to CoppaFeel! and NSPCC), and The Traitors gave everyone another hook to play with. Now we’re into Christmas ad and winter appeal season, and I can’t wait to see what everyone comes up with.
That’s what I’m taking from October, and it’s the thread through this issue: the best comms picks the moments worth showing up for, and makes them mean something.
Now, a bit of personal news, which I’ll keep short because this newsletter isn’t about me! I’m going full-time freelance. Fitting this newsletter, my freelance work and Instagram channel around a part-time job has been a lot of juggling, and I’ve loved it, but I got tired of saying no to projects and charities I’d love to say yes to. So I’m going all in (it’s slightly scary and very exciting!).
A huge thank you to everyone who’s hired me, recommended me, read this newsletter or shared my posts. I couldn’t have done it without you.
Now, back to charity comms...
Make it count: Giving Tuesday
Giving Tuesday (1 December) is less than four weeks away. It’s a noisy day, and not everyone can give money right now, so if you’re taking part, it’s worth thinking about how to include everyone who cares about your cause, not just the people who can donate.
I’ve written a guide to planning your Giving Tuesday comms, from choosing one clear ask to getting your thank-you ready before the day.
Sector spotlight: 2027 charity awareness days
I’ve created a free, month-by-month calendar of 2027 charity awareness days, so you can plan your comms year before it starts. If there’s a day missing that your charity would want on there, let me know and I’ll add it.
(And if you’d like help turning it into an actual plan, I’m running a webinar on Tuesday 8 December, 12-1pm!)
Comms that caught my eye: Shelter’s winter appeal
Shelter’s winter appeal film landed a few days before John Lewis’s Christmas ad, just as everyone was waiting to see what the big brands would do. And it looks exactly like one: a mother and daughter counting down to something, with everything pointing to Christmas Day. Then you find out what they’re really waiting for: the keys to a safe home.
The lesson? Timing and a twist. Shelter got into the Christmas ad conversation before the big brands, then used the reveal to make people feel something they weren’t expecting.
Try this: When your audience is waiting for something, ask what your real story is inside that moment. Set up what they expect, then show them what actually matters.
What I’ve been reading lately
How to resonate with social media cultures
Why jumping on every trend isn’t the answer, and how charities can show up in cultural moments in a way that feels natural.
Members update on website security
CharityComms’ CEO on the PHP security vulnerability in the news, what they’ve done, and what to ask your IT and hosting providers. Worth a look if you haven’t already spoken to whoever looks after your website.
Do philanthropists know how to use Google?
Small charity expert Vic Hancock Fell on why the answer to a funding crisis shouldn’t be charities doing more marketing, and what wealth advisers, funders and philanthropists could do instead.
Good luck with your winter appeals, and with Giving Tuesday if you’re taking part. See you next month.
Speak soon,
Abi
P.S. I’ve just launched The Good Comms Club, a community for in-house charity comms teams. If that’s you, I’d love you to have a look!
