End of World Cup to spark festive fundraising boom this week

Today (December 19) is set to mark the start of the busiest time for festive fundraising this year, research has revealed.

The third week in December, ahead of Christmas Day, is traditionally the busiest week for campaigning.

This is especially the case this year, as this weekend's end of the FIFA 2022 Men's World Cup, which was won by Argentina in a close final on Sunday against France, is set focus consumers' minds back on Christmas giving this week.

In addition, more consumers are leaving Christmas spending decisions this year to the last minute due to the cost-of-living crisis, says the research.

The findings have emerged in latest analysis from agency WPNC’s donations platform goDonate and based on giving trends in December last year.

The week before Christmas accounts for more than a quarter (27%) of donations in December, up on the second week of the month, which accounts for 24% of festive giving to good causes, the research found.

Christmas Eve is the most prominent day and is followed by “a steep decline in donations on Christmas Day and throughout the final week of the month” for one off giving.

“The final week before Christmas is set to be crucial for charities’ efforts to drive donations with fundraising campaigns, both on- and offline,” said WPNC digital director Phil Dearson.

“We expect the week commencing 19th December to be a popular period for donors for several reasons.

“First, anyone distracted by the World Cup - which ended on Sunday 18th December - will finally turn their attention to how they’ll spend money this Christmas.

“In addition, we think many consumers have left spending decisions to the last minute as they seek to understand what they can afford as a result of the cost-of-living crisis.”

Other festive fundraising findings from WPNC’s research is that one off donations increase in the second half of each week, while Wednesdays are the most popular day for regular giving donations. Four out of five one off and regular donations are made on a weekday.

The average single donation increased from £51.97 throughout 2021 to £57.90 in December. Over the same period the average regular giving amount increased from £9.41 throughout the year, to £11.38 in December.

Last month, analysis by online fundraising firm Enthuse pinpointed Fridays between 11am and 12noon as the ‘golden hour’ for donations during December.