OXfam ChrisTMAS APPEAL 2026
THE MOST
ESSENTIAL
LETTER
Optimist has been working closely with Oxfam’s donor engagement team since 2024, a long-term relationship helping to reinvigorate their warm integrated appeals after a challenging period in the organisation’s history. The Christmas appeal was the latest in a year-long programme of appeals with clear ambitions to decolonise fundraising story-telling and deeply connect supporters with community-led work around the world.
After an initial online session with the brilliant local team in Somalia, the campaign was built on the creative platform of “human essentials”, connecting supporters busily preparing for family celebrations with the inspirational work of local water engineers, busy delivering clean water in some the most remote places on the planet. Emails included carefully used both warm up and kicker emails.
The campaign was a huge success delivering +34.89% YOY increase in donations and the email campaign alone, which included a pre-campaign warm up and two kicker-style reminder messages, delivered a huge +150% YOY increase in income.