Why cohesive campaigns really do make a difference

I know it’s still not October, but I’m going to mention the “C” word anyway: Christmas.

When I worked for a hospital charity, Christmas campaigns were such a big deal that we started planning in June. Even worse (or better, depending on your perspective), the Christmas cards had to be ordered in February—so just as we’d wrapped up one festive season, we were already preparing for the next.

And here’s what I learned: without cohesion, campaigns can quickly fall flat.

The problem: A patchwork approach

Our first individual giving campaign wasn’t joined-up. The website looked one way (because we reused old graphics to save money), while social media tried to stitch together a different look and feel. Meanwhile, the mailing pack and eshots had yet another design style.

It didn’t feel like one campaign. And, unsurprisingly, it didn’t perform like one.

We also made sure the messaging was rooted in a compelling human story. We worked with hospital teams to highlight a patient’s journey and then identified three or four tangible items that donations could fund.

Suddenly, supporters could see exactly where their money would go.

The results: Proof that it works

The impact was immediate. That Christmas, our income doubled to £60,000.

And it wasn’t because we had more budget or sent more mail. It was because supporters were seeing the same story reinforced across every channel, creating trust, recognition, and momentum.

Why cohesion matters for your campaigns

Cohesive campaigns don’t just look better - they perform better. When your message is consistent and your visuals align, you cut through the noise and make it easier for supporters to engage, connect, and give.

Ready to bring your campaigns together?

At Donna Creative, we help charities develop campaigns that inspire action by uniting story, strategy, and design. Whether you’re planning for Christmas or launching something completely new, we’ll make sure every touchpoint works together seamlessly.

If you want a story and campaign that inspires and drives donations, get in touch today.

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