Eight unusual ways to help spread a smile on Valentine’s Day
From religious feasts to folklore tradition, February 14th has been a day of celebration for centuries past, but it didn’t become an expression of romantic love until the 18th century. Since then, the idea has bloomed, with Finder putting the public spend at £1.45 billion in 2020. It might sound romantic, but beneath all the pink and fluff there lies hot debate, with many individuals and organisations questioning the commercial value that has come to characterise this unique day.
Certainly, this last year has taught us something about the value of love. Not just between partners, but between family, friends and colleagues – many of whom have experienced heartbreaking loss, or are counting the days until they are reunited. In a world where we are physically distant, it is hard not to feel alone. That’s why, this February 14th, we want to help brighten up someone’s day. That doesn’t mean running out and buying a card or over-priced box of heart-shaped chocolates. No.
This year, we want to share some of the more creative tools charities have used (and are using) to help spread the love. Whether you want to give supporters a socially distant way to show they care, or check in on your donor relationships more generally, this Valentine’s Day is your chance to make someone smile.
Who couldn’t do with one of those?
Say it with charity
Not so much thinking outside the box, as recycling it, when researching this post we came across some charity fundraising ideas that really did make us smile. Here are a few of our favourite campaigns – past and present – to give you a little bit of Valentine’s Day-themed inspiration.
- Name a roach at Bronx Zoo: Chocolate melts, but cockroaches are forever. Something of a sectoral (and personal) favourite, it started with a $15 gift certificate. Now there’s a whole host of roach-themed merchandise to choose from! Whether you want a cuddly cockroach, candle or live chat with the experts, there’s a gift for every type of Valentine.
- With ‘Hogs and Kisses’, ActionAid: Are you asking someone to ‘Bee your valentine’, or would you rather send them ‘hogs and kisses’? There are puns a plenty in this unique alternative gift catalogue. With options ranging from £14 to £150, there’s a little something for everyone.
- Rainbow roses for the Albert Kennedy Trust: A true celebration of love, each of Morrison’s rainbow roses glowed with pride. With 50p from every sale helping provide safer homes and better futures for LGBTQ+ young people, we love the spin on this classic valentine. Will we see it in the shops again this year?
- Show some love with the British Heart Foundation: Did you know that three years’ ago, the British Heart Foundation set a new world record for the longest-ever chain of paper hearts? It’s true. Filled with messages of love and support, the 17,939 long valentine is a beautiful mark of solidarity for the seven million people fighting heart disease in the UK.
- #Notjustaprettyface at the Dogs Trust: Never ones to judge a pup by its cover, in 2019 the Dogs Trust took down all the photos of the animals under their care. Why? Because they want people to choose their four-legged friend on personality, not looks! And with a match-making service to help owners find their perfect mate, this was one online dating site that delivered.
- Race for love with the WWF: Whether you’re five or 10K ready, the WWF (US) are asking their supporters to make nature their valentine. A virtual fundraising event with $50,00 raised and counting - you might not be surrounded by people, but the community spirit is alive and well.
- Plant a tree with the National Trust: It costs just £5 to donate a sapling (or £50 for 10) and help the National Trust plant 20 million trees over the next 10 years. With in-memorial and other options available, why send a card when you can buy someone a tree?
It’s a great list, but we know that planning a campaign - valentines or other - doesn’t happen overnight. It takes time, people and budget. Don’t despair. Fundraisers are nothing if not resourceful and we love that a lot of these campaigns and products are creative spins on charity fundraisers and events that work all year round. And why not? We do it for Christmas, and with the right marketing, there is no reason why you can’t harness the commercial side of Valentine’s Day and put it to charitable use.
Take the time to show you care
Of course, Valentine’s Day doesn’t have to be all about fundraising. After all, it is a celebration of love, and what better way to show you care than to get in touch with your supporters. You know, just because.
There are lots of ways for your charity to do this. Social media, of course, is one. Think video clips, poems, a team snapshot or GIFs – all cheap but effective ways to bring a little love to the daily doomscroll. Don’t stop there. A message on your website, in your supporter newsletter, or as part of your next email update are all great ways to make your Valentine’s Day delivery. And of course, never underestimate the power of human connection. A personal note or phone call could be just what your supporters need to brighten up their day (and yours!).
Whether you choose one or all of these ideas, take the time to:
- Make it personal - using names and handwritten elements when you can.
- ‘Check in’ and ask how people are.
- Give back and show your charity supporters how much their donation is doing.
- Be sincere. Sometimes the simplest actions make the biggest difference.
- Say ‘thank you’ and wish them well.
Remember, Valentine’s Day might come but once a year - but taking some time out to show your donors a little extra love is a gift that will last forever.
HAPPY VALENTINES!
