Turning Christmas donors into regular givers: how to do it

How to turn Christmas donors into regular givers: when to ask, what the thank-you e-mail looks like and what you may promise. With notes on tax.

In short People who give at Christmas are open to more. Offer one-off and monthly giving side by side on your donation page, ask after the gift rather than before it, thank people personally within 48 hours and promise only what you can keep. Make tax statements only as far as they are confirmed.

This article describes the rules in Germany.

At Christmas many people visit your donation page for the first time. This article shows how to turn that warmth into a relationship that lasts all year, without pushing and without promises you cannot keep.

Why Christmas donors are a good start

Christmas donors have already said yes. They know your name, found your page and sent money. You no longer need to convince them that you exist, only invite them to stay.

Be honest with yourself here: not every Christmas donor becomes a regular giver, and that is fine. The goal is an invitation, not pressure.

One off or monthly: offer both on the donation page

Offer both options on equal terms on your donation page: one-off and monthly. Offering only monthly giving scares off occasional donors. Offering only one-off gifts wastes the chance that someone wants to give regularly of their own accord.

With your Christmas campaign on WeGlow.world, your donation page has one-off and monthly gifts, each with its own amounts. You can add a label to each amount, for example "A warm meal" or "A winter parcel".

The donation page guides people through three steps: amount, personal details, summary. First name and e-mail address are required, everything else is optional.

When to invite people to give regularly

A good time to ask is straight after the gift, in the moment of joy. At that point the bond is usually strong. Hitting someone with a request for regular giving before the gift makes you more likely to lose them.

On the donation page: show the monthly option clearly next to the one-off option, with an amount low enough for most people.
In the thank-you e-mail: thank first, and only invite in the second paragraph.
After 4 to 6 weeks: a short report on what happened with the donations, with a gentle invitation.
In January: a second, calm invitation once the Christmas rush is over.

More than two invitations in 8 weeks quickly feels pushy.

The thank-you e-mail that invites people to stay

The thank-you e-mail is your most important message in the whole process. Write it as if the person were sitting opposite you: concrete, short, with their name. A thank-you within 48 hours feels attentive, one after three weeks feels like a form.

With WeGlow.world, a thank-you e-mail goes out automatically after a gift if your association has saved a thank-you text. So save it before the campaign starts. Otherwise the moment of greatest joy goes unused.

A structure that works:

Thanks with a name and a concrete reference: "Thank you, Anna. Because of your gift, one more warm meal is on our table this week."
One sentence on impact: what your association does in winter, without invented figures.
The invitation: "If you like, you can also support us monthly, from a small amount. Here is the link."
A way out: "If not, we are just as grateful. We are happy to keep you updated."

You can find more on the structure and tone of a Christmas mail in our article on the Christmas mail to donors.

What you may promise and what you may not

Promise only what you can keep. A regular donor trusts you for months. A broken promise costs not just this gift but the next one too.

You can safely promise:

You report at fixed times, for example twice a year.
The donor can end the monthly gift at any time, as long as you really set it up that way.
You handle data carefully and write only to those who have consented.

Do not promise that an amount guarantees a particular child, a particular meal or a particular result if you cannot prove it. Say instead what your association uses the funds for. And do not cite tax benefits you have not checked.

Tax statements: only as far as they are confirmed

Donations to recognised non-profit bodies (gemeinnützige Körperschaften) are deductible as Sonderausgaben (special expenses) under § 10b EStG, up to 20% of total income. How much tax a donor actually saves depends on their personal situation. So do not promise a fixed percentage.

As proof, the Zuwendungsbestätigung (colloquially Spendenquittung, the donation receipt for tax) in the official format is the rule. For gifts up to €300, a bank statement is enough under certain conditions, under § 50 para. 4 EStDV. Which details must appear on your donation page for that, check with your Finanzamt (tax office) or your tax adviser.

Whether and how you issue a collective receipt for several monthly gifts is not conclusively confirmed here. Ask the competent Finanzamt for your association. You can read more in our article on the donation receipt for Christmas gifts.

Important: only an organisation with a valid exemption notice not older than 5 years under § 63 para. 5 AO, or a determination dating back at most 3 calendar years, may issue a Zuwendungsbestätigung. Anyone who certifies incorrectly is liable under § 10b para. 4 EStG for 30% of the donated amount.

Consent for mails to donors

If you invite donors by e-mail after their Christmas gift to give regularly, you need consent for that. Advertising by e-mail without prior express consent is an unreasonable nuisance under § 7 para. 2 UWG. Whether the exception in § 7 para. 3 UWG applies to donations is not confirmed.

The German data protection authorities describe double opt-in as required in their Orientierungshilfe zur Direktwerbung (guidance on direct marketing, as of February 2022). So your donation page should have its own unticked box in which donors agree to the newsletter. The Landesdatenschutzbehörden (state data protection authorities) of your federal state are responsible.

How to do it with WeGlow.world

With WeGlow.world you set up a donation page in three steps that allows one-off and monthly gifts. Then you can ask your supporters to start their own campaign pages and invite their circle of friends.

The four Christmas experiences are still a concept until the official launch. They do show how you can make regular giving visible:

In the Starry Sky, each donation becomes a star and visitors fly from star to star. This is a good way to show that many small contributions make a sky.
In the Glow Room, each donation becomes a decoration on the tree in a three-dimensional living room.

You will find an overview of all experiences in the hub for Christmas campaigns.

FAQ

Answers to common questions.

How many Christmas donors become regular givers?

That cannot be said in general, and we deliberately give no rate. Measure it yourself: count how many donors chose monthly giving this December and compare next year.

From what amount is a monthly gift worthwhile?

That depends on your association. A low starting amount lowers the threshold. Set it so your team can still manage the effort of thanks and reports.

Do I have to issue a Zuwendungsbestätigung for every monthly gift?

That is not conclusively confirmed here. Ask your Finanzamt whether a collective receipt for the calendar year is possible and what it must contain.

May I invite Christmas donors by mail to give regularly?

Only with consent, as described above. If in doubt, contact the data protection authority of your federal state or a specialist.

What should I do if someone wants to end their monthly gift?

Make it as easy as possible and thank them for their support so far. Those who leave kindly often come back.

Start your Christmas campaign

You can start free with an account, but you need an account on WeGlow.world first. Create one through sign up or arrange a demo through the contact form. You can see current prices on the pricing page.

Sources

Checked on 9 October 2026. This is not legal or tax advice.