Christmas donations - cultivating relationships with supporters

Especially during the end-of-year giving season, there are a few things you should pay attention to. In this article, you'll learn how to show gratitude after Giving Tuesday, measure the success of your campaign and create a positive reminder for donors to give again next year

Donating at Christmas - A time of giving and connection

Christmas is a time of giving, gratitude and connection. It is also a time when many people think about how they can help others, be it through material donations, volunteering or financial support. During this special time of year in particular, there are many opportunities to build long-term bonds with supporters and run successful donation campaigns. 

History of giving at Christmas time 

Giving at Christmas is an ancient tradition that is deeply rooted in many cultures and societies around the world. It is a time when people show their generosity and focus on giving and sharing. This tradition has a long history and is associated with various customs and rituals that reflect the spirit of the holidays. One of the most well-known forms of giving at Christmas is charity. Many organizations and charities run special donation campaigns during the Christmas season to help those in need. People donate money, food, gifts and their time to bring festive cheer to others in the community. These charity campaigns help to ensure that people who are less fortunate can spend the Christmas season with dignity and joy.

Another important aspect of this tradition is the sharing of meals. In many cultures, sharing a meal is a central element of Christmas celebrations. Family and friends come together to prepare and enjoy traditional dishes. In some communities, food is also distributed to those in need to ensure that no one goes hungry at Christmas.

In addition, gift-giving is an integral part of the Christmas tradition. People exchange gifts to express their love and appreciation for one another. Gift-giving can also be a form of charity by giving presents to children or families in need. The idea of bringing joy to others is at the heart of this tradition. Overall, giving at Christmas is a meaningful tradition that focuses on the spirit of generosity, charity and community. It reminds us that the holidays should not just be a time of consumption and selfishness, but also a time of sharing and helping. This tradition creates connections between people and helps to share the joy and happiness of the holiday season with those who need it most.

Emotions & donations

Emotions are a powerful tool to motivate people to act. By appealing to people's emotions and touching them with your donation campaign, you increase the likelihood that they will donate and feel connected to your organization. Christmas offers a unique opportunity to use these emotions to do good and make a positive change in the world. Doing good does us good too.

One of the most effective ways to run a successful Christmas fundraising campaign is to appeal to people's emotions. Christmas is a time when feelings of love, generosity and compassion take center stage. Use this festive spirit to touch the hearts of your potential donors.

Cultivating relationships & collecting donations - 10 tips for your donation success

1. 1. Sincere thank you emails: Send timely thank you emails to all donors. Show your appreciation and emphasize how important their support is. Personal messages often work best.
      
      
   2. Share stories: Report on the tangible impact made through Giving Tuesday and year-end donations. Share success stories and explain how the support has helped. This shows donors the value of their contributions.
      
      
   3. Measure campaign success: Analyze the results of your campaign at the end of the year. Which strategies worked best? Which areas could be improved? These insights will help you to make the next campaign more effective.
      
      
   4. Communicating success: Share the successes of your campaign both internally within the team and externally with your community. Show how the donations were used and what positive impact they had.
      
      
   5. Build long-term relationships: Giving Tuesday should be the beginning of a long-term relationship. Keep in touch with your donors by regularly informing them about your work and involving them in campaigns and projects.
      
      
   6. Personal communication: Make time for personal communication with your supporters. This can be a thank you call or an individual thank you letter. Personal connections are often stronger and more sustainable.
      
      
   7. Involve donors in planning: Encourage your donors to give feedback and participate in the planning of future campaigns. This shows that you value their opinion and take their needs into account.
      
      
   8. Create positive memories: Make Giving Tuesday and other campaigns a special experience that will be remembered positively. A creative thank you video or a thank you event can contribute to this.
      
      
   9. Regular updates: Keep your donors in the loop with regular updates. Show them the long-term impact of their support and the progress your organisation is making.
      
      
   10. Looking ahead: Point out that the next Giving Tuesday is just one year away. Encourage donors to make a note of this date and be part of the giving movement again.
       
       You can find more tips for your communication with donors in the Fundraising Study 2024. Now available for download free of charge!

Binding supporters all year round   

End-of-year donations and campaigns such as Giving Tuesday offer a wonderful opportunity to build long-term relationships with supporters and run successful fundraising campaigns. Through clear communication, emotional appeal, creative marketing strategies and emphasizing gratitude and transparency, you can ensure that your fundraising campaign is not only successful during the holidays, but also has a positive long-term impact. Remember that giving at Christmas is not only a great tradition, but also an opportunity to do good and create connections that extend beyond the festive season.

Giving Tuesday may only last 24 hours, but the connections and engagement it creates can last all year round. By showing gratitude, measuring success and building sustainable communication, you can create long-term bonds with your supporters and ensure the next Giving Tuesday is just as successful.