Digital advent calendars from nonprofits

Examples of how charities, museums and other nonprofits are sharing their messages this year using digital advent calendars.


  1. Digital advent calendars can be a great way to drive engagement during December. If you have 24 pieces of content, why not package them up? You do not have to produce a slick clickable website - social media is a perfect vehicle. Think about how to use your existing digital assets to give your followers a treat every day.
  2. Keep it simple

  3. These examples of digital advent calendars are very simple. They share an image on each new day. This method works well if you are an organisation who has beautiful or inspiring images or a collection to showcase.
  4. To make the most of simple image sharing, include a short specific hashtag such as AbbreviationOfYourOrgNameXmas15 so #THxmas15 for the first example below. This means people can explore previous days as the month progresses.
  5. Also include a link so people can find out more about the image. If not done, it creates a dead-end. The image becomes a nice-to-have thing rather than something which drives traffic or action. People are likely to share these types of images so you have the potential to reach new audiences who might not know about you.
  6. This simple method works well for museums, cultural organisations and others with rich archives.
  7. The National Museum of Scotland is using Pinterest to share items from their collection:
  8. These two examples use inspirational quotes.
  9. And The Royal Marsden Cancer Charity advent calendar is based on thanks. It uses images, videos and social media content to share supporter stories and methods and to thank people who got involved (as well as to inspire new supporters to do the same). "Each day our advent calendar will open to reveal just one of the many ways in which your support is helping to bring us closer to a future beyond cancer."
  10. Hi-tech advent calendars

  11. There are some examples of very slick advent calendars such as this example from WWF UK. It shares the treat behind each door "celebrating our wonderful planet with brilliant photos, videos, stories and downloads each day".
  12. This example from Sport England celebrates and shares the achievements of the year.
  13. Competitions and promotions

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