Hi all, 

With December fast approaching and most Christmas campaigns in full swing, I wanted to pick your brains a little. At this time of year, many charity appeals often turn to what I refer to as 'guilt trip' messaging. Originally being from South Africa this kind of messaging is almost completely foreign to me. Nowhere do you see pictures of sad-eyed children, but rather ones that leave you feeling positively empowered to make a difference — to make a donation. 

I recently had a chat with my office as well as some of our charity clients and picked up a general trend that many charity's with younger audiences are steering away from negative messaging and the sentiment that the world is about to crumble. Instead, they're using social media and user-generated content to cultivate a feeling of positivity, community and ultimately drive donations.

I wanted to know from you all if you think the above is true, and if you're a charity using social media to drive your Christmas appeal to reach a new, younger audience what have your experiences been so far? 

👋  Alex