From Christmas donor to regular donor

Offering single or monthly giving, when to ask for the monthly gift, the thank you email and the 45% for loyal donors under Spain's Law 49/2002.

In short A Christmas donor is a good candidate for a monthly gift: they have already trusted you. Offer single and monthly giving on the same page, ask for the monthly amount at the right moment, say thank you within 48 hours and, if your organisation falls under article 16 of Law 49/2002, explain the 45% rate for loyal donors.

This article describes the rules in Spain.

Why Christmas is the way in

In December new donors arrive who did not know you in September. They gave for a concrete reason: a story, a friend, a campaign. That first gesture is a good starting point, but it only counts if you look after it afterwards.

Turning someone into a regular donor is not about pushing. It is about offering a clear option at the right moment, and showing with facts that their first gift made a difference.

One-off or monthly on the donation page

The most important decision happens on the donation page. If only a single payment exists, the monthly gift never comes up. If it appears as a visible option, some donors will choose it without you asking.

On WeGlow.world the form offers single and monthly donations, each with its own amounts and a label per amount, for example "A hot meal". Donors complete three steps: amount, personal details and summary. It also works well on a phone.

A practical tip: set monthly amounts lower than single ones. If you offer €10, €25 and €50 as a single gift, try €5, €10 and €15 a month. A small monthly gift is decided in seconds, and the whole campaign fits into about 6 weeks.

And write labels that explain what is achieved: "€5 a month: school supplies for one child for the whole school year". An amount with meaning is easier to grasp than a bare number. More campaign ideas are in our ideas for a charity Christmas campaign.

When to ask for the monthly gift

There are three good moments, and it is best to use them in this order.

  1. On the donation page itself. The monthly option is there from the first day of the campaign, without changing the tone.
  2. In the thank you email. Within the first 48 hours, when the donor knows what they have achieved, suggest carrying on with a small monthly gift.
  3. In January. One or two weeks after Epiphany (Reyes), explain how the money was used and propose continuing through the year.

Avoid asking for the monthly gift at the very moment someone has just paid their single donation. Thank them first. The proposal comes later and with a concrete reason, not as a second charge in disguise.

The thank you email that converts

The thank you is the most important conversation of the whole campaign. A good email has four parts: thanks with the donor's name, what the amount achieves, a human contact and a gentle invitation to stay.

WeGlow.world automatically sends a thank you email after the donation, provided the organisation has written the thank you text beforehand. Not every organisation does, so check the settings before the campaign starts and write your text in good time.

For the invitation to give monthly, one sentence is enough: "If you want to stay by our side, you can become a member for €5 a month". Put in a single link to the donation page. You will find complete examples in our article on the Christmas email to donors.

If you later want to send promotional messages, ask for express consent. Article 21 of Law 34/2002 (LSSI) prohibits unsolicited or unauthorised advertising by email, with one narrow exception. Always include a simple, free unsubscribe.

The 45% for loyal donors: what the law says

This is the tax argument for your call to keep giving. Article 19 of Law 49/2002 provides a reduction of 80% on the first €250 and 40% on the rest. For the loyal donor, that 40% rises to 45%.

A donor counts as loyal if they gave to the same organisation in the two previous tax years, with an amount equal to or higher than the year before. In other words, repeating every year pays off. A monthly gift helps keep that habit.

These are the conditions you must explain honestly.

  • The deduction only exists if your organisation falls under article 16: for example, foundations and associations declared of public utility. An ordinary association does not qualify.
  • It is a reduction of the full tax liability (cuota íntegra) of the IRPF, Spanish personal income tax, not of the taxable base. There is no minimum amount.
  • The ceiling is 10% of the taxpayer's taxable base (base liquidable).
  • To receive the certificate, the donor must provide their NIF, the Spanish tax number.
  • The Basque Country and Navarre have their own regime (régimen foral), and these figures do not apply there.

An example with round numbers: someone who gives €350 in a year, and is loyal, gets €200 for the first €250 and €45 for the remaining €100, €245 in total.

There is one question we cannot answer from the law: how monthly gifts are added up to check that the amount is equal to or higher than the previous year. Before promising anything, ask your adviser (gestoría) or the Spanish tax agency (AEAT). All the tax details are in our guide to the donation deduction at Christmas.

How to do it with WeGlow.world

With WeGlow.world you can prepare this whole journey step by step. Create your campaign, switch on the monthly option with your own amounts and write the thank you text. You can start for free with an account.

To bring the campaign to life, there are four Christmas experiences. They remain a concept until the official launch, and we tell you that openly. In the Glow Room, a 3D living room with a Christmas tree, every donation becomes a decoration on the tree. It is a simple image to explain that every monthly gift adds something.

In addition, your supporters can open their own fundraising page for your campaign. Each person who does so brings in new donors whom you can then thank and introduce to the monthly option. You can create your account here, or write to us if you have questions.

Frequently asked questions

These are the most common doubts of organisations that want to move from the Christmas campaign to the monthly gift.

Can I offer monthly giving if I am a small association?

Yes. The monthly option does not depend on the size of the organisation. What changes is the tax deduction: only organisations under article 16 of Law 49/2002 can offer the 80%, the 40% and the 45%. If your association is not one, do not promise a deduction.

What monthly amount should I suggest?

Start with small figures, for example €5, €10 and €15 a month, and give each one a label saying what it achieves. There is no minimum amount for the deduction. Test and adjust after the first campaign.

When is a donor "loyal" for tax purposes?

When they have given to the same organisation in the two previous years, with an amount equal to or higher than the year before. Then the part above €250 is deducted at 45% instead of 40%.

Can I send promotional messages to someone who gave at Christmas?

Do not assume that a donation is enough. Article 21 of the LSSI requires prior authorisation, with a narrow exception we could not confirm for donations. The safe route is to ask for express consent and offer an easy unsubscribe. If in doubt, consult the Spanish data protection agency (AEPD).

Do I need the donor's NIF?

For the donation certificate, yes. Without the NIF you cannot issue it or report the donation to the tax agency. For the donation itself it is not mandatory. Explain it on the donation page and in the thank you email.

Sources

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