Charities may have missed Father’s Day opportunities » Charity Digital News

Charities may have missed Father’s Day opportunities

UK charities are missing out on much-needed donations from ethical or alternative gift programmes, by not digitally promoting around key calendar events, according to research conducted by digital media specialist equimedia.

In particular, the research has highlighted that Father’s Day could be used to raise significant awareness amongst donors currently seeking gift inspiration for their Dads.

Despite a 19% increase over two years in the number of Britons purchasing ethical gifts from the  charities and Father’s Day fast approaching, equimedia’s keyword analysis of online charity campaigns has shown no significant uplift from charitable organisations promoting their alternative gift services.


Google search trends

equimedia analysed Google search trends around peak annual gifting occasions, which showed significant volume uplifts from searches among people seeking inspiration and ideas for unusual gifts for their loved ones. At the same time, analysis of paid search activity on Google showed charities were not running digital campaigns to capitalise on these occasions to promote their ethical gift programmes.

equimedia investigated a number of paid search alternative gifting keywords, as well as consumer search trends throughout the year for peak gifting occasions such as Christmas, Mother’s Day, Father’s Day and Valentine’s Day. It showed that impending Father’s Day represents a massive opportunity for charities to promote their alternative gift programmes, as well over 33,000 searches are being currently conducted looking for Father’s Day gifts alone – equal to the number of searches for online inspiration for Valentine’s Day. This is only beaten annually by over 60,000 searches for Mother’s Day gift ideas.

Over 19,000 additional searches for ‘Father’s Day presents’ and ‘Father’s Day ideas’ are currently taking place, further adding to the current opportunity for charities to be reaching out and helping these inspiration-seeking gift-givers with unusual gift options for their Dads.


Seize the opportunity

Charities who seize the opportunity to engage around these major events could reap significant rewards should they run digital campaigns associated with these key search terms. For example, a recent campaign undertaken online for a UK animal charity saw equimedia deliver over 46% of the charity’s annual adoption targets, through a combination of paid search, online display and programmatic advertising, in the run up to Christmas 2016 – a key and congested charity donation period.  By using a combination of online advertising tactics, the campaign also proved increasingly cost efficient, delivering value more than 2.5 times ROI.

Louise Burgess, COO and founder of equimedia, commented: “With the dramatic increase in people taking up alternative gift options from the UK’s charities, you would expect this to be an area where charities are seizing on the potential to not only promote their causes around key calendar events but to also get ahead of their fundraising targets for the year. It is frankly astonishing that this analysis of Google search terms shows that this is not the case.

“It is a well-known challenge that many in the third sector are not adopting digital marketing techniques consistently enough to promote their causes. That charities are ignoring key moments throughout the year to engage, moments when Google search data clearly shows that people are actively looking for unusual gifts for their loved ones, highlights a tremendous missed opportunity – and one which organisations could act on with very little financial outlay to deliver tremendous returns, as our campaign last year shows.”

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  • Emily Grint

    Good article, thanks. I used to work in In Memoriam Fundraising and was surprised by the number of charities who weren’t taking the opportunity to reach out to their supporters who might be missing someone on these key calendar dates, either with fundraising asks or retail products. Some people might think it’s inappropriate to ask for donations on Father’s Day but, the truth is, a lot of people do want to do something to remember, and a donation to charity is a good way to do this. I think the need to do something is greater than ever before, as people fill their social media feeds with pictures of their families on special dates now, which highlights a loss even more and makes the bereaved feel more isolated. I realise fundraising is slightly off topic from the above article, which focusses on retail, but perhaps another point of view on missed opportunities.