Insights and Lessons from a Record-Breaking EOFY
Tax time 2025 delivered some of the most innovative and high-performing digital campaigns we’ve ever seen. With donor expectations rising and competition intensifying, charities pushed boundaries—and saw incredible results. From the rise of SMS and MMS, to smart matched giving and real-time urgency tactics, this year showed that bold digital strategy pays off.
Here are the key lessons and standout trends from this EOFY giving season.
1
The Rise of MMS: A New Era in Donor Engagement
One of the standout trends from this tax season was the emergence of MMS as a viable and effective fundraising channel. While we've previously seen MMS used successfully during giving days, this year marked a turning point with a broader adoption across charities.
The most common approach? A well-timed MMS sent roughly a week before 30 June, followed by a final SMS reminder just days before EOFY. This two-step strategy allowed charities to combine the emotional resonance of visuals—whether a photo or a short video—with the immediacy and reach of SMS.
MMS is proving to be more than just novel—it’s now reliable, scalable, and capable of driving results. In fact, one charity pushed the boundaries by sending seven SMS messages during their tax appeal campaign—with no material impact on unsubscribes. Their efforts paid off handsomely, smashing their fundraising target.
We also saw some surprising insights: in a few cases, a single SMS outperformed three of the charity's EDMs combined. This signals a shift in donor responsiveness and underscores the importance of mobile-first strategies during time-sensitive campaigns like tax season.
As digital channels continue to evolve, SMS and MMS are no longer just reminders—they’re powerful conversion tools. The charities that embraced them this tax time saw meaningful returns and deeper engagement with their supporters.
2
Matched Giving: Now Essential, Not Optional
Matched giving has solidified its position as a cornerstone of successful tax-time fundraising. This year, an overwhelming majority of charities— 65% — incorporated matched giving offers at some point during the tax period. And despite some donors receiving four or five matched appeals in a single day, results were consistently strong. In fact, nearly every charity that offered matched giving exhausted their available matched funds.
The takeaway? Until a more effective digital tactic emerges, matched giving is no longer a "nice to have"—it's a baseline expectation. If you’re not including a matched gift component in your Christmas or Tax campaign, you’re now in the minority.
What elevated this year’s matched giving even further was its smart combination with SMS. This proved to be a match made in fundraising heaven. SMS amplified urgency and reach, while matched giving fueled motivation and conversion.
We also saw exciting innovation: several charities introduced VIP early-access offers to their donor databases, giving select segments first dibs on matched gifts. This tactic not only boosted engagement but also gave donors a feeling of exclusivity and connection to the cause.
As we look ahead, it’s clear that combining matched giving with real-time channels like SMS is the kind of creative, high-impact strategy that will define the next evolution in digital fundraising.
3
Creating Excitement and Social Proof: Driving Urgency and Action
This tax time, creating a sense of urgency and community proved to be more powerful than ever. Countdown timers and live donor comments featured on 70% of campaign pages, helping to build real-time momentum and social proof. These simple yet effective elements not only added excitement—they encouraged immediate action and deepened the sense of shared purpose among donors.
When supporters see others giving, it builds confidence and creates a sense of movement. Comments and donation feeds act like digital word-of-mouth, showing that people just like them are contributing—right now. Meanwhile, countdown timers provided a visible, ticking reminder that time was running out, prompting donors to act before the deadline.
It wasn’t just a gimmick—it worked. These tools tap into basic human psychology: we act when we see others acting and when we feel time is running out.
As EOFY campaigns become more competitive, features like countdowns and comment feeds aren’t just nice additions—they’re now essential levers for engagement and conversion.
Conclusion: A Blueprint for Future Campaigns
EOFY 2025 showed us that innovation, urgency, and donor-first thinking drive results. SMS and MMS are no longer experimental—they’re essential. Matched giving isn’t a bonus—it’s expected. And real-time engagement tools like countdowns and comments? They turn passive interest into active giving.
Charities that embraced these tactics didn't just meet their targets—they exceeded them. As we look ahead to Christmas campaigns and beyond, these lessons offer a clear blueprint: bold digital strategy, smart channel mix, and a relentless focus on donor experience.
Now’s the time to lock in what worked and prepare to level up for the next big giving moment.
Want Some Advice For Your Next Campaign?
Let our team give you a free tour of our the GiveEasy platform. Ask any questions you have and get tailored advice based on what you want to achieve.
