Chinese New Year (CNY) is a great opportunity to fundraise -Background of CNY -Why nonprofits should do fundraising during NYC -Examples of fundraising events for this occasion -How to connect with your audience

1. Chinese New Year fundraising for
your organisation
15 December 2019

2. BACKGROUND ABOUT CHINESE NEW YEAR
-Chinese New Year is one of the most significant holidays in Singapore. The lunar calendar
determine the holiday, therefore, the date of CNY is not fixed.
-Chinese New Year has a history going back thousands of years. Legend has it that Emperor
Huang Ti introduced the holiday in 2637 B.C., but no one knows for sure when it began.
-Symbols of CNY: plum blossoms (courage and hope), and the water narcissus (flower of good
fortune). “Good Luck,“ written in Chinese characters on red, diamond-shaped paper, and “lucky
oranges“ are also often seen around the house this time of year.
- The most notable symbols of Chinese New Year, however, are the 12 animals of the Chinese
zodiac.
-A common tradition of CNY is giving gifts of money for children in small, red envelope with the
wish of luck and happiness.
-CNY is the family reuniting occasion and sharing well prepared traditional dishes.
- People are more generous holidays, especially in cultural celebrations.

3. WHY SHOULD ORGANISE ACTIVITES DURING CNY
Benefits
-People are more generous during this time. The rate of people donating
for giving season is 240%
- 38% per cent of donors giving out intensively in holiday seasons to
have better feeling about themselves,
- Large audience traffic
- More excellent public coverage, more potential donors
- Promote better sense of ethic community
- Leverage the relationship of your organization with your audience.
- Creating an positive impression of your charity.

4. EXAMPLES OF FUNDRASING EVENTS IN CHINESE
NEW YEAR
1.AsiaMall Food/ Cloth Collection and Distribution
Volunteers gather to collect donated goods and distributed them
into bags to deliver.
Items to contribute including:
Non-perishable food (Instant noodle, canned food etc.)
Non-food grocery (Toiletries, detergent etc.)
Condiments (Soy sauce, salt etc.)
Instant beverages (Milo, coffee etc.)
2. Reunion Lunch with Stay-alone Seniors
CNY is family reunion occasion, but many seniors cannot enjoy
this moment. Volunteers can join the gathering lunch, participate
in games/ activities and hand out lucky money for seniors.
3. Donate Your Pre-loved Items for Charities
While doing the CNY preparation, people can donate their favorite
items for charities for auction or just giving them to the needed.

5. HOW TO CONNECT WITH YOUR AUDIENCE
1. Direct Mail
Effective, can generate 28% more interaction and donation.
- Make sure you target the right community.
Your message should have CNY theme and provide an English version of the mail to reach
potential other-language speaking donors.
TIPS:
-You will compete with various charities, so make your mail pop. Use different envelope size
and bright color!
- Make the mail as personal as possible. - Get the reader involve
- Don’t forget the P.S (more than half people read this)
2. Social media
Take the advantages of social media and enjoy viral marketing. Social media can spread your
campaign and help you recruit more young staffs/volunteer/audience for your organization.