Fundraising Down Under vs. North America: Holiday Season Results & Year-Round Lessons
Fundraising during the holiday season is a defining moment for charities — whether it’s summer sunshine in Australia or winter snow in North America. With the recent release of Australia’s 2024 Christmas Appeal results report from Fundraising & Philanthropy and year-end giving data from Canada and the U.S., we can now compare trends across hemispheres and draw meaningful lessons for fundraisers everywhere.
Australia’s Holiday Season Snapshot
A survey of 35 Australian and New Zealand charities revealed:
- Median amount raised: AUD $118,000
- Median number of donations: 659
- Median gift: AUD $70
- Retention between 2023 and 2024 appeals: 39%
Standout campaigns included Médecins Sans Frontières Australia, which raised over AUD $1.4M by shifting a January mailing wave into December, and Variety New Zealand, which raised $1.32M.
Key takeaways:
- Direct mail was the workhorse, generating most revenue.
- Digital played a growing role, helping reach new audiences.
- Retention is a challenge worldwide: only about 4 in 10 year-end donors gave again the following year.
North America: Year-End 2024 Trends
Holiday giving in North America followed a similar pattern—big campaigns, strong results, and digital acceleration with direct mail still the workhorse for annual giving.
- Average gift sizes: In the U.S., the average one-time online gift is about $115, while recurring donors average $24/month. In Canada, one-time holiday donations are often $100–$150, with monthly donors contributing far more over time.
- December momentum: With GivingTuesday falling in December 2024, North American charities saw a lift in overall year-end giving. Many organizations leaned into multiple campaigns starting with GivingTuesday and continuing throughout December, and final year-end reminders.
- The result? A constant drumbeat of asks—and it worked. Year-end 2024 was stronger than the prior year across most channels, particularly digital.
The Big Lesson: Ask Early, Ask Often, Ask Year-Round
If there’s one truth across regions, it’s this: fundraising success follows asking.
- Some worry about “donor fatigue.” But the reality is simpler: when we ask, donors give—or they don’t. What’s certain is that if we don’t ask, we don’t get.
- As Wayne Gretzky said, “You miss 100% of the shots you don’t take.” If your organization’s mission is worthy (and it is), then it is your moral imperative to ask for support.
That means:
- Don’t stack all your appeals in November and December.
- Find creative ways to engage throughout the year:
- Spring: Campaigns built around renewal, growth, or Mother’s/Father’s Day.
- Summer: Peer-to-peer events, light-hearted challenges, community festivals.
- Fall: Back-to-school or health awareness campaigns.
- Holiday season: Your strongest emotional appeal of the year.
Lessons Across Regions
- Direct mail is alive and thriving, and works best when paired with digital, phone, and SMS. Even better if you can get out there with advertised, paid media or earned, both online and offline.
- Digital is accelerating, especially at year-end when GivingTuesday and holiday appeals reinforce one another.
- Average gifts are climbing, but acquisition costs are higher—making stewardship and monthly giving vital.
- Retention is a universal challenge—every region needs better year-round donor journeys.
- The moral imperative to ask: Donors want the opportunity to give. Our job is to invite them, often and authentically.
If you need any help with your year-end appeals, let me know: LizA@stephenthomas.ca
As always, keep calm and fundraise on!
