The Christmas email to donors: three examples to copy
Three full Christmas emails for Irish charities (invitation, update, thank you), with subject lines, buttons and the ePrivacy opt-in rules.
In short Send donors three Christmas emails: an invitation in early November, a progress update in mid December and a thank you within 48 hours of your finish. Each has one goal, one subject line and one button. In Ireland, only email people who have clearly opted in, and do not rely on the UK soft opt-in.
Who can you email at Christmas?
Under Regulation 13 of the ePrivacy Regulations 2011, an unsolicited marketing email to an individual needs their prior consent. The Data Protection Commission (DPC) describes this as clear, affirmative consent, never a pre ticked box.
The only exception covers existing customers who bought something, with an opt out at collection and in every message, within 12 months of the sale. It was written for commercial sales. We could not confirm that the DPC treats a donation as a sale, or charity fundraising as direct marketing, so ask the DPC before you rely on it.
Since 5 February 2026 the UK has a charitable purposes soft opt-in. It does not apply in Ireland, and we found no Irish equivalent. So email donors who ticked a box or otherwise said yes, and give everyone else a way to join your list. Every email needs a working way to stop receiving them. Each unlawful email is a separate offence, with fines on indictment of up to €250,000 for a company.
The three emails at a glance
Each email has a single job, and the table shows how the three fit together across about six weeks.
| Moment | Goal | Subject line | Button |
|---|---|---|---|
| Early November | Invite supporters to the appeal | Will you help us light up Christmas? | Give a Christmas gift |
| Mid December | Show progress, ask for a final push | We are 70% of the way there | Help us finish |
| Within 48 hours of the end | Thank donors, show impact | Thank you, [First name] | See what your gift did |
Email one: the invitation
Send this in early November, about six weeks before Christmas. It tells one small story, names one goal and asks once. Subject: Will you help us light up Christmas? Button: Give a Christmas gift.
Hi [First name],
Last Christmas Anne came to our centre for a hot meal and stayed for the company. This year we want every guest to have both.
Our Christmas appeal aims to raise €5,000 by 24 December, enough for 400 festive meals. Any gift helps, whether €10 or €50.
[Button: Give a Christmas gift]
Thank you for being part of our year, [Charity name]. You are receiving this because you asked to hear from us. Unsubscribe at any time.
Email two: the progress update
Send this about ten days before Christmas. Share a real number and one clear next step. Subject: We are 70% of the way there. Button: Help us finish. Only send the percentage if it is true on the day.
Hi [First name],
Thanks to you, we have raised €3,500 of our €5,000 target. That is 280 meals already paid for.
We need €1,500 more by 24 December. If you can give, or share this email with one friend, we will get there.
[Button: Help us finish]
With thanks, [Charity name]. Unsubscribe at any time.
Email three: the thank you
Send this within 48 hours of finishing, even if you fell short. Thank people first, then report honestly. Subject: Thank you, [First name]. Button: See what your gift did.
Hi [First name],
You did it. Together we raised €5,240, and on Christmas Day 420 guests sat down to a warm meal.
Your gift made that table possible. We will share photos and a full update in January.
[Button: See what your gift did]
From everyone at [Charity name]. Unsubscribe at any time.
What makes a good subject line and button?
Keep subject lines under about 50 characters, name the donor where you can, and say something true. Buttons work best as short verbs that describe the next step, such as Give a Christmas gift.
- Use one button per email, repeated once near the top if the message is long.
- Avoid false urgency. Only mention a deadline you will really keep.
- Check the email on a phone first, because most donors will open it there.
Tax relief and the thank you
If your charity is an approved body under the Charitable Donation Scheme, gifts of €250 or more in a single year can qualify for relief that you claim, not the donor. Revenue grosses the gift up at 31%, so €1,000 becomes €1,449.27. The donor must give you a certificate and their PPSN.
Do not promise this to everyone. Mention it only in a separate message to donors who have given €250 or more, and check your approved body status first.
How to do it with WeGlow.world
Link every button to one place: your donation page on WeGlow.world. Donors choose an amount, add their details and confirm in three steps, as a single gift or monthly, on a phone or computer. Supporters can start their own fundraiser page and share it.
WeGlow.world sends a thank you email after a gift if you have filled in a thank you text, so write one. The Glow Room, where every gift adds a decoration to a 3D Christmas tree, is still a concept until the official launch. See the Glow Room, or start free at WeGlow.world.
More reading: Christmas fundraising ideas for Irish charities, how to plan a Christmas fundraiser and online Christmas fundraising.
FAQ
How many Christmas emails should we send donors?
Three is a good rule: an invitation, a progress update and a thank you. A fourth reminder in the final 48 hours can work if your list has opted in and the target is close.
Can we email people who donated last year?
Not automatically. Irish rules require prior consent for marketing email. The existing customer exception was written for sales, so ask the Data Protection Commission before relying on it for donors.
Does the UK charity soft opt-in apply in Ireland?
No. The UK introduced it on 5 February 2026, but it is UK law. We found no Irish equivalent, so ask donors to opt-in clearly.
What is a good time to send?
Pick one steady slot, for example a weekday morning, and keep it for all three emails. Test it on your own list rather than trusting generic advice. We cite no open rates because we have no dated source.
What if we miss our target?
Say so honestly in the thank you email, report what the money achieved and thank donors first. People respond better to a truthful update than to a stretched figure.
Sources
- Data Protection Commission, consent for electronic direct marketing, checked on 9 October 2026
- S.I. No. 336/2011, ePrivacy Regulations, Regulation 13, checked on 9 October 2026
- Revenue, Charitable Donation Scheme, checked on 9 October 2026