Online Christmas campaign: a digital experience

An online Christmas campaign with a digital experience: tree, stars, gifts or cards. Four WeGlow.world concepts and the Belgian rules to know.

In short An online Christmas campaign can become a place to visit: a Christmas tree, a starry sky, a gift yard or a card wall, where every gift takes a visible shape. The four WeGlow.world experiences are still concepts until the official launch. Plan six weeks and close on 31 December.

This article describes the rules in Belgium.

Many Belgian associations set up a donation page and an email every year, then wait. A digital experience adds what is often missing online: the feeling of being part of a shared gesture, as at a Christmas market.

Why an online Christmas campaign makes the difference

A market or a concert needs a hall, volunteers and permission from the municipality. An online campaign is prepared by five to ten people and shared at a distance, which suits scattered families and donors who cannot travel.

Its weakness is well known: an online gift is silent. Nobody sees the other donors, and the collective momentum disappears. A digital experience answers this by making every gift visible, with a card and a name, like one more light added to the others.

Four Christmas experiences, described honestly

WeGlow.world is preparing four Christmas experiences. Today they are concepts: the official launch has not happened yet, and a demo can be viewed on each experience's page. Here is what each one offers.

The Glow Room

This is a 3D living room with a Christmas tree. Every gift becomes a decoration on the tree. The donor picks a decoration, writes a card and hangs it on a golden ring. In the demo, the candles, the lamps and the fireplace light up as the campaign progresses. See the Glow Room.

The Starry Sky

Every gift becomes a star, above a Christmas market with a Ferris wheel. The donor writes a card, then their star lands in the sky. Visitors fly from star to star and open other people's cards. All stars are the same size: the amount is not shown. See the Starry Sky.

The Gift Yard

The donor chooses a backdrop from five moods: forest, village, frozen lake, cabin or library. Every gift becomes a present, and the visitor flies to the next present and opens its card. On the current concept page, the yard is covered in snow, with a wooden cabin. See the Gift Yard.

The Card Wall

Envelopes hang from a string, and every card is a stamp. Every gift adds an envelope with its stamp and wax seal. One click opens the card, and you can search for a name, read the cards one by one or share the wall. See the Card Wall.

Which experience for which association?

The right choice depends on the mood your audience expects, not on the technology. A few simple pointers to decide in a single meeting.

  • A close community that likes to gather: the Glow Room, like a shared living room.
  • A calm, poetic campaign: the Starry Sky, where nobody compares amounts.
  • A young or family audience: the Gift Yard, more playful.
  • A spirit of post and handwritten wishes: the Card Wall.

Framing the campaign: Belgian rules to know

An online campaign avoids many formalities, but not all. Three points deserve a check before you communicate: the tax benefit, the raffle and emails to donors.

For gifts made from 1 January 2025, the tax reduction is 30% of the amount on the certificate, from €40 per year and per institution. Only organisations approved by the Minister of Finance, or named in the law, issue the certificate. An ASBL (association sans but lucratif, a non-profit association, in Dutch a vzw) that is not approved must not promise this benefit. For approval, ask the FPS Finance (SPF Finances in French).

Do not combine your page with a raffle: selling tickets online falls under another authorisation, that of the National Lottery. For fundraising emails, start from prior consent, with an unsubscribe link in every message. The gift must be paid by 31 December at the latest to count this year (it is a deduction under the annual rule). If in doubt, confirm this with the FPS Finance.

How to do it with WeGlow.world

On WeGlow.world, the donation page is created in three steps: amount, details, summary. It accepts single and monthly gifts, each with its own amounts, and works on a phone. You can write a thank-you text, sent after every gift.

Your supporters can also start their own campaign page for your campaign, which widens your reach when your team has five to ten people. If your ASBL is approved, you send the tax certificates in one click to eligible donors. Sending is not automatic.

Remember that these experiences remain concepts until the official launch: watch the demo on the Christmas campaigns page, then create your account. WeGlow.world is free to start, but you need an account first.

A six-week plan

An online campaign is prepared faster than an event, but not in one evening. Here is a realistic rhythm, detailed in our guide to organising a Christmas campaign in six weeks.

  • Weeks 1 and 2: goal in euros, team, check of the approval and the rules.
  • Weeks 3 and 4: donation page, choice of experience, thank-you text, mailing list with consent.
  • Weeks 5 and 6: communication, final reminder, thanks within 48 hours.

If you are still unsure about the format, first compare the Christmas campaign ideas for an association in Belgium. And if you prefer an event on site, read the guide to the charity Christmas market in Belgium.

Frequently asked questions

Here are the five questions associations ask most often before choosing a digital experience.

Are the Christmas experiences already available?

No, they are concepts until the official launch. A demo can be viewed on each experience's page. You can already create your donation page and prepare your campaign, then choose the experience at launch time.

Will my donors receive a tax certificate?

Only if your ASBL is approved or named in the law, and from €40 per year and per donor. The rate is 30% for gifts since 1 January 2025. Certificates are sent in one click, but not automatically.

Does a donor have to write a card and add a photo?

In the concept, a message goes with every gift. The photo and the recipient's name are optional. Without a photo, the card shows the donor's initials, which suits discreet people.

Can you run a raffle with the experience?

Better not to. Selling tickets online falls under a National Lottery authorisation, separate from the municipality's. Keep the experience for gifts and messages, and ask for advice before any prize draw.

Do you need municipal permission for an online campaign?

An online page does not occupy the public road, but a door-to-door collection, a market or a local raffle goes through the municipality. If in doubt, ask the responsible department of your municipality before committing.

Sources

Official sources, checked on 9 October 2026:

Articles