Christmas email to donors: three examples for UK charities
Three full Christmas emails for charity donors: invitation, progress update and thank you, with subject lines, buttons and the PECR and soft opt-in rules.
In short Send donors three Christmas emails: an invitation in early December, a progress update a week before the deadline and a thank you within 48 hours of the close. Each has one job and one button. Check your consent basis first, because PECR applies and the soft opt-in covers registered charities only.
Supporters are busy, so write short emails that each ask for one thing. Below are three full examples, a planning table and the rules to check before you press send.
Which three emails does a Christmas appeal need?
You need an invitation, a progress update and a thank you. Together they open the story, keep momentum and close the loop. Plan them in a six week window, as in our Christmas fundraiser planning guide.
Email one: the invitation
Send this at the start of the appeal, ideally on the day your giving page goes live. It tells one story, names one goal and gives one way to act.
Subject: Will you help us light 40 homes this Christmas?
Preview text: Our Christmas appeal opens today.Dear Sam,
Last winter you helped us keep the Riverside Community Kitchen warm and open. This Christmas we want to serve hot meals every night in December, and we have set a goal of £4,000 (an example figure, use your own).
Every gift, large or small, turns into a meal for a neighbour who would otherwise eat alone. If you pay UK income tax, Gift Aid adds 25p to every £1 you give, at no cost to you.
Button: Give to our Christmas appeal
With thanks and warm wishes,
Priya, Riverside Community Kitchen
Registered charity number [your number]. Unsubscribe at any time using the link below.
Email two: the progress update
Send this about a week before the deadline, when a reminder helps. Show real progress, name what is still needed and give a reason to act now.
Subject: £2,650 raised, and 7 days to go
Preview text: Here is what your gifts have already done.Dear Sam,
Thank you. Because of supporters like you, we have raised £2,650 towards our £4,000 goal, enough for 530 hot meals. (Example figures.)
We are £1,350 short with one week left. Could you help us close the gap? A gift of £10 provides two meals, and if you tick Gift Aid, the charity can claim 25p more on each pound.
Button: Help us reach £4,000
Warmly,
Priya
Email three: the thank you
Send this within 48 hours of the appeal closing. It names the result, says what the money will do and invites nothing more than a reply. Gratitude without a new request keeps the thank you sincere.
Subject: You did it, thank you
Preview text: Here is what your Christmas gift made possible.Dear Sam,
The appeal has closed and we raised £4,310 from 112 supporters. (Example figures.) Because of you, every night in December will end with a hot meal and a friendly face.
In January we will send you a short update with photos and stories from the kitchen. If you would like to say hello, just reply to this email.
Button: See what your gift did
From all of us, thank you,
Priya
Which moment, goal, subject line and button fit?
Use this table as a planning sheet. Keep subject lines specific and button text a short verb phrase.
| Moment | Goal | Subject line | Button |
|---|---|---|---|
| Start of appeal | Open the story, first gifts | Will you help us light 40 homes this Christmas? | Give to our Christmas appeal |
| One week before deadline | Show progress, close the gap | £2,650 raised, and 7 days to go | Help us reach £4,000 |
| Within 48 hours of close | Thank and report back | You did it, thank you | See what your gift did |
| Early January | Show the impact | What your gift did in December | Read the story |
What do PECR and the soft opt-in mean for these emails?
Fundraising email is electronic marketing, so PECR (the Privacy and Electronic Communications Regulations 2003) applies alongside UK GDPR. The general rule is consent that is freely given and informed, with a clear way to unsubscribe that you act on quickly. The regulator for both is the Information Commissioner's Office (ICO).
- Since 5 February 2026, the Fundraising Regulator says registered charities can rely on a charitable purpose soft opt-in under the Data (Use and Access) Act 2025, so no prior consent is needed.
- The contact details must have come directly from the person when they showed interest in or support for your charity.
- They must have been offered a chance to opt out when you collected the details and in every later message.
- The only purpose of the email must be to promote your charitable purposes.
The ICO's own final guidance on this was not confirmed when we checked, so ask the ICO or your data protection lead before you rely on it. The soft opt-in is not available to organisations without UK charity registration, such as a Belgian vzw. If that is you, collect consent.
How do you handle Gift Aid in a donor email?
Gift Aid lets a recognised charity claim 25p for every £1 given, so a £100 gift becomes £125. The donor needs a declaration and must have paid enough Income Tax or Capital Gains Tax to cover it, up to four times the tax paid. Never promise it to everyone.
A tickbox on your giving page is a valid declaration. It must carry the donor's full name, home address with postcode and the date, and you must keep it for 6 years after the last gift claimed. Raffle tickets and paid event tickets do not qualify, so keep them out of Gift Aid wording.
How to do it with WeGlow.world
With WeGlow.world your email button can point to a donation page in three steps: amount, personal details and summary. Donors can give once or monthly, and supporters can start their own fundraising page for your appeal. The organisation can also set up a thank you text, which is sent automatically after a gift once it is filled in.
We are also building Christmas experiences for giving pages. The Glow Room is a 3D living room where each gift becomes a bauble on the tree. It is a concept until the official launch, but it makes a good link for your update email. See the Glow Room page or create your free account.
Where do these emails fit in your appeal?
These three emails sit inside a wider appeal. Choose your format in our Christmas fundraising ideas for charities, then give donors a memorable page with an online Christmas fundraising experience.
Frequently asked questions
These are the questions charities ask most about donor emails at Christmas.
How many Christmas emails should a charity send?
Three is a sound minimum: an invitation, a progress update and a thank you. Add a fourth in early January to show impact.
Which day and time is best to send?
We have no dated source for a best time, so test with your own list. Try one weekday morning and one evening on a small segment, compare results and keep the better slot for the next send.
Can I email people who gave once last year?
Possibly. If you are a registered charity, got their details directly when they gave, offered an opt out then and now, and the email only promotes your charitable purposes, the soft opt-in may apply. Otherwise you need consent. Ask the ICO if unsure.
Can I mention Gift Aid in the email?
Yes, if you are a recognised charity or registered CASC. Explain that it adds 25p per £1 for UK taxpayers who make a declaration. It cannot be claimed on raffle tickets or paid event tickets.
Should the thank you email ask for another gift?
No. Send the thank you within 48 hours with the result and what happens next. Save the next ask for a later email so that the thank you feels sincere.
Sources
- Fundraising Regulator: charitable purposes soft opt-in (checked on 9 October 2026)
- GOV.UK: Gift Aid (checked on 9 October 2026)
- GOV.UK: Gift Aid declarations (checked on 9 October 2026)
- Fundraising Regulator: Code of Fundraising Practice (checked on 9 October 2026)