Christmas email to donors: examples and subject lines

Three fully written Christmas emails for donors: invitation, progress update and thank-you, with subject lines, button text and when to send.

In short A Christmas email to donors works best as three emails: an invitation in early December, a short progress update halfway and a thank-you email afterwards. Each email has one goal, one button and a subject line that says what is inside. Below are three fully written examples you can adapt, plus a table for each moment.

This article describes the rules in Belgium.

A Christmas email to donors is not a newsletter with a little tree on it. It is a personal request from an organisation people already know. This article shows when to send, what to put in the subject line and how to build the email. The three emails are starting points, not results from real organisations. Plan 3 emails in 6 weeks, at least 48 hours apart.

How many Christmas emails do you send, and when?

Three emails are enough for most organisations: an invitation, a progress update and a thank-you. With a small list you can skip the update. The table adds an optional final reminder. Make every email bring something new.

Adjust the dates to your end date. No schedule yet? Start with organising a Christmas campaign: the week-by-week plan.

May you email your list?

It depends on how the addresses reached you. The Belgian Data Protection Authority's recommendation on direct marketing sets out the principle that email direct marketing needs consent, with an exception for the so-called soft opt-in. That exception is tied to selling a product or service, and whether a donation counts is not confirmed. So assume you need consent.

The right to unsubscribe always applies. If in doubt, have your own lawyer or data protection officer check it.

In recommendation 01/2025 on direct marketing (checked on 9 October 2026, the public consultation version of 10 March 2025) the Data Protection Authority writes that the right to object to direct marketing is unconditional. Objecting must also be easy and free of charge. So put a visible unsubscribe link in every email and make it work immediately.

How do you build a Christmas email?

A good Christmas email has five parts: a subject line that names the topic, a personal greeting, one story or one question, one clear button and a sender the reader recognises. Keep the email short enough to read on a phone in one go.

Example 1: the invitation in early December

The invitation asks for one thing: take part. It briefly says what you are raising money for, until when and how to join. No figures yet, but a clear goal and an honest deadline.

Subject line: Christmas with us: will you help?

Hi [first name],

Every year, December is when people think of each other. This year we want to [goal in one sentence, for example: bring every family in our neighbourhood a warm Christmas meal]. We cannot do it without you.

We are collecting until 24 December. Every contribution counts, big or small, and you can also share the campaign with family, friends or colleagues.

Button: Count me in

Warm wishes,
[name], [organisation]

You are receiving this email because you supported or followed us before. No more emails? Unsubscribe here: [unsubscribe link].

Example 2: the progress update halfway

The update gives people a reason to look again. Show what has been achieved and what is missing, with one concrete story. Use only real figures from your own campaign.

Subject line: [amount] raised already, here is what has happened

Hi [first name],

Thanks to you, our campaign already stands at [amount] of the [target amount] goal. That means we can [concrete result, for example: already set out the first fifty meals].

[One short story about a person or a moment, two to three sentences.]

There is still a way to go, and we have until 24 December. Will you help us over the finish line?

Button: Give a helping push

Thank you,
[name], [organisation]

No more emails? Unsubscribe here: [unsubscribe link].

Example 3: the thank-you email afterwards

The thank-you email is the most important of the three, because it decides whether someone gives again next year. Say thanks in the first sentence, show what happens with the money and ask for nothing new. Link to the result instead.

Subject line: Thank you, this is what we did together

Hi [first name],

Thank you. Thanks to you and the other supporters, our Christmas campaign could go ahead. We raised [amount] and will use it for [goal].

What happens next: [two sentences about the next step, with a date if you know it].

Button: See the result

Happy holidays,
[name], [organisation]

No more emails? Unsubscribe here: [unsubscribe link].

If you are a recognised institution in Belgium, say when the tax certificate will arrive. According to FPS Finance (FOD Financiën) (checked on 9 October 2026), a gift of at least €40 per year and per institution to a recognised organisation entitles the donor to a 30% tax reduction, and the certificates are usually sent in March or April. Only promise this if your organisation has that recognition.

What should you avoid in a Christmas email?

Avoid four things: a subject line with no content, several buttons, guilt as the driving force and figures you cannot back up.

We say nothing here about open rates. Figures differ widely by sector and region, and we cannot point to a study with a date, region and sample size that applies to your list. Test two subject lines yourself on a small part of your list.

How do you put the emails together with WeGlow Mail?

With WeGlow Mail, the email tool from WeGlow.world, you put such emails together and send them to your donors. Let the button point to your campaign page. How to build that page is in the donation page for your Christmas campaign. If you also take part in Giving Tuesday, read how to combine Giving Tuesday and Christmas, so your list does not get the same request twice.

For a Christmas page with a special experience, see the Christmas fundraising hub. The four Christmas experiences there (Glow Room, Starry Sky, Gift Yard and Card Wall) are still a concept until the official launch.

Frequently asked questions

How many Christmas emails should I send my donors?

Three is a good guideline: an invitation, a progress update and a thank-you. Adjust the dates to the end date of your campaign.

May I email my list for a Christmas campaign?

According to the Data Protection Authority, the principle of consent applies to direct marketing by email, with an exception for soft opt-in. Read the Authority's recommendation and take legal advice if in doubt. Every email must also be easy to unsubscribe from, including when you send from WeGlow.world.

What is a good subject line for a Christmas email?

A good subject line briefly says what is in the email and what you are asking, for example Christmas with us: will you help? or Thank you, this is what we did together. Test two versions on a small part of your list.

How long should a Christmas email be?

Short enough to read on a phone in one go: a short greeting, a story of a few sentences and one button. We cannot prove a fixed word count: write what one request needs and drop the rest. With WeGlow.world you send readers to your page.

When do I stop emailing?

After your thank-you email. Anyone who unsubscribed is not emailed again, not even through WeGlow.world.

Start your Christmas campaign

You can start for free with WeGlow.world, but you need an account first. Set up a campaign page and link it to your Christmas emails. Create an account via the sign-up page or book a demo via the contact form. Check the pricing page for what applies today.

Sources checked on 9 October 2026: Data Protection Authority (recommendation 01/2025, public consultation version) and FPS Finance (donations). All emails are examples without real figures.