Christmas e-mail to donors in Switzerland: 3 examples
Invitation, progress update and thank-you: three complete Christmas e-mails for your donors in Switzerland, with subject lines, buttons and the UWG framework.
In short Three e-mails are enough for a Christmas campaign: invitation, progress update, thank-you. In Switzerland, mass e-mail requires prior consent, a correct sender and a free way to opt out (UWG/LCD, art. 3 para. 1 let. o). Below you will find subject lines, texts and buttons to adapt to your organisation.
this article describes the rules in Switzerland.
A good Christmas e-mail asks for only one thing at a time.
Which sequence of three e-mails should you send?
Send the invitation about 4 weeks before Christmas, the progress update halfway through and the thank-you within 48 hours of the end of the campaign. Each message has a single goal and a single button, which keeps it easy to read on a phone.
Keep the same sender so your donors recognise the message. For ideas to announce, read our article on Christmas campaign ideas for a charity in Switzerland.
Example 1: the invitation
The invitation presents the campaign, its purpose and one way to take part, with a single call to action.
Subject: What if Christmas helped a local family this year?
Preview text: Our Christmas campaign starts today, and you can join in within 3 minutes.
Dear Mrs Roux,
Every winter, the families we support in Lausanne see their expenses climb. This year we are launching our Christmas campaign to give them a hot meal and a gift for every child.
You can take part with a one-off or monthly gift, for the amount that suits you. We will keep you posted on our progress.
Button: I support the Christmas campaign
Thank you for being part of this story.
Claire Meylan, for the charityYou are receiving this message because you agreed to receive our news. Unsubscribe in one click, free of charge.
Example 2: the progress update
The progress update shows that the campaign is moving. Give a real figure and a next step. Never invent an amount or an urgency.
Subject: Halfway there already, thank you
Preview text: Here is where our Christmas campaign stands, and what is left to do.
Dear Mr Favre,
Thanks to you, we have reached half of our goal. The first parcels are already being prepared, and a team of 8 volunteers will wrap them on Saturday.
Two weeks remain. You can still give, or invite someone close to you to start their own campaign page.
Button: See how the campaign is going
With all our gratitude,
Claire MeylanDo not want to receive our messages any more? Unsubscribe, free of charge.
Example 3: the thank-you
Send the thank-you quickly, name what the gift made possible and ask for nothing else.
Subject: Thank you, your gift made Christmas for 120 families
Preview text: The result of our Christmas campaign, and a big thank-you from our team.
Dear Mrs Roux,
Your gift has arrived, and it counted. The parcels were handed over this week.
If you need a receipt for your tax return, simply reply to this message: our charity will send it to you.
Button: Read the campaign news
Happy holidays from the whole team.
To stop receiving our messages: Unsubscribe.
The names, places and figures in these examples are invented: replace them with real results.
Summary table of the three messages
This table sums up the timing, goal, button and checkpoint of each message.
| Message | When | Goal | Button text | To check |
|---|---|---|---|---|
| Invitation | 4 weeks before Christmas | Present the campaign | I support the Christmas campaign | Clear sender, unsubscribe |
| Progress update | Halfway through | Show progress | See how the campaign is going | Real figure, one single ask |
| Thank-you | Within 48 hours of the end | Thank and report back | Read the campaign news | Receipt on request, no new ask |
What Swiss law says about sending e-mails
The Federal Act against Unfair Competition (UWG, in French LCD) targets mass advertising sent by telecommunication. Under art. 3 para. 1 let. o, it is unfair to send it without prior consent, without stating the correct sender or without pointing to a simple, free way to refuse.
Three habits for every send:
- prior consent: write only to people who agreed to receive your news;
- correct sender: the name of the charity must appear without ambiguity;
- free opt-out: a simple, visible link in every message.
On complaint, the penalty can reach a custodial sentence of up to 3 years or a fine (art. 23 para. 1 UWG). The law provides an exception for customers who gave their contact details when buying something. We could not confirm that a donation falls under it, nor that the UWG applies as it stands to a non-profit association. As a precaution, require prior consent.
The data protection act (DSG, in French LPD) comes on top: you must inform people of your identity, the purpose of the processing and the recipients (art. 19), and respect their objection (art. 30 para. 2 let. b). For a specific question, contact the Federal Data Protection and Information Commissioner (EDÖB), the federal supervisory authority for data protection and transparency.
What should your e-mails say about the tax deduction?
A gift can be deducted from income from 100 francs per tax year, up to 20 % of income for the direct federal tax, if the organisation is based in Switzerland and tax-exempt. Never promise a refund percentage.
Cantonal ceilings vary, and we have only confirmed those of Zurich and St. Gallen. Invite your donors to check with their canton, and read our article on the deduction of Christmas gifts in Switzerland before you write that sentence.
How to do it with WeGlow.world
If your organisation is on WeGlow.world, your e-mails can link to a three-step donation page (amount, details, summary), for a one-off or monthly gift, easy to read on a phone. Your supporters can start their own campaign page, and a thank-you text is sent after a gift if you have written one.
The four Christmas experiences are still a concept until the official launch. The Card Wall turns every card into a stamp on an envelope hung from a string, which fits nicely with your thank-you e-mail. To start for free with an account, go to the sign-up page, or write to us via the contact page.
For the schedule, see how to organise a Christmas campaign in Switzerland.
Frequently asked questions
Can I write to people who gave a long time ago?
Without prior consent it is risky: the customer exception is not confirmed for a donation. Ask for their agreement first.
Does every e-mail need an unsubscribe link?
Yes. The UWG requires a simple, free way to refuse mass advertising. A visible one-click link is enough.
How many e-mails should I send at Christmas?
Three messages are enough: invitation, progress update and thank-you. Add more only if each one brings real news.
Can I mention the tax deduction in the subject line?
Put it in the body of the text instead, in factual terms, without a refund percentage.
My organisation is based outside Switzerland: can my Swiss donors deduct their gift?
Under art. 33a DBG (direct federal tax), the deduction applies to organisations with their seat in Switzerland. A foreign organisation is therefore not a deductible recipient. For a particular case, ask the tax authority of the canton concerned.
Sources
Official sources, checked on 9 October 2026:
- Federal Act against Unfair Competition (UWG/LCD, SR 241), art. 3 para. 1 let. o and art. 23, consulted on 9 October 2026.
- Federal Act on Data Protection (DSG/LPD, SR 235.1), art. 19 and 30, consulted on 9 October 2026.
- Federal Act on Direct Federal Taxation (DBG/LIFD, SR 642.11), art. 33a, consulted on 9 October 2026.
- Federal Data Protection and Information Commissioner (EDÖB), general page, consulted on 9 October 2026.
This article is a practical guide, not legal advice.