Turning a Christmas donor into a monthly giver

How do you turn a Christmas donor into a monthly giver? When and how to ask, the thank-you email, what you may promise and the tax relief in Belgium.

In short A Christmas donor often gives just once, because the season invites it. To turn them into a monthly giver, ask at two moments: first a one-off gift in December, then an invitation in January. Offer both options on your donation page, say thank you within 48 hours and only promise what you can deliver.

this article describes the rules in Belgium.

Why is a Christmas donor such a good candidate?

Someone who gives in December has shown that your cause means something to them. That is the hardest step. The second step, giving regularly, feels smaller to many people than the first, provided you ask at the right moment and in the right tone.

A one-off gift solves a moment. A monthly gift gives you something you can plan a whole year around. For a vzw (a Belgian non-profit association), that is the difference between starting from scratch every time and being able to build calmly.

One-off and monthly on the same page

On a WeGlow.world donation page, one-off and monthly giving sit side by side. Each option has its own amounts, and you can add a label to each amount, for example "a warm meal". The donor goes through three steps: amount, details and overview.

That means you never have to send anyone to a separate form. The Christmas donor chooses what suits them. Someone unsure about a monthly gift can give once without you losing them.

More on setting up the page: the article about the donation page for your Christmas campaign.

When do you ask?

Do not ask for everything at once. A good sequence has three moments, each with its own job.

  • During the Christmas campaign (4 to 6 weeks): show both options, but stress the one-off gift. The mood is there, so do not complicate it.
  • Within 48 hours of the gift: thank them personally and explain what the gift makes possible.
  • Two to four weeks later: send an invitation to give monthly, for example in January.

Why not in the Christmas email itself? Because at that moment a Christmas donor is making a gesture, not a long-term decision. A second request after the thank-you feels like a follow-up, not pressure.

How do you ask?

Ask small, be specific and leave out the guilt. Link a monthly amount to something recognisable and leave the choice open.

  • Refer to the first gift: "Your gift in December really made a difference. Would you like it to keep going?"
  • Link an amount to an effect: use the labels per amount, but only for what you really do with that amount.
  • Keep it small: name an amount most people can manage, not the highest you dare to ask for.
  • One clear button: one link to your donation page, not three options in the email.

You will find examples of emails that fit this in the article with Christmas emails for donors.

The thank-you email that makes the difference

The thank-you email is the most important moment after the gift. WeGlow.world automatically sends a thank-you email after a gift if your organisation has filled in a thank-you text. If you have not, nothing is sent. So fill in that text first.

Write it as if you were thanking one person. Say what the gift makes possible, say who signs it, and leave the invitation to give monthly out of it for now. That comes later, in your own email.

What may you promise and what not?

Only promise what you can definitely deliver. A monthly giver trusts you for a whole year, and one promise that is too big costs you that trust.

  • Do: say in general terms what you do with the monthly contribution, and when you will report back.
  • Don't: say that this exact gift helps one particular child, animal or family, unless that is true.
  • Don't: say the gift always stays the same or never ends, if you cannot guarantee that.
  • Don't: promise a tax benefit you cannot be sure of (see below).

Also make a test gift yourself beforehand, to see how a monthly gift looks for the donor and how it is stopped. Only communicate about cancelling once you have checked it yourself.

Tax relief: only as confirmed

According to the page on gifts from the FPS Finance (FOD Financiën) (checked on 9 October 2026), the tax reduction is 30 percent for gifts made since 1 January 2025. The minimum is €40 per year and per institution. This only applies to legally recognised or accredited institutions that issue a tax certificate.

For monthly givers, that has two consequences. If you are not accredited, do not promise a benefit. If you are, state the conditions as the page gives them. How monthly amounts are added up over the year and which payment date counts is not confirmed in our source. Ask FPS Finance.

You may only ask for the national register number in order to issue a certificate. WeGlow.world sends certificates with one click to all donors who qualify. This does not happen automatically.

Emailing your Christmas donors

For fundraising emails, start from consent, not from an existing relationship. That is the safe starting point, according to the Data Protection Authority. Put a clear unsubscribe link in every email and respect an unsubscribe straight away.

Whether a gift falls under the exception for customers is not confirmed. If you are in doubt, ask the Data Protection Authority. So make sure donors can clearly tick a box at the time of their gift to say they want updates, and never tick it in advance.

How to do it with WeGlow.world

With WeGlow.world you can set up the whole path on one page: amounts for one-off and monthly giving, labels per amount, a thank-you text and a mobile page. Supporters can also start their own action page, so that their network gives along.

Want a Christmas feel as well? There are four Christmas experiences: Glow Room, Starry Sky, Gift Yard and Card Wall. In the Starry Sky, every gift becomes a star and you fly from star to star. They are a concept until the official launch, so only plan around them once confirmed.

Want to try it yourself? Start for free with an account and get your page ready before your Christmas campaign begins. More campaign ideas: the article with Christmas campaign ideas.

A 6-week plan

A simple plan keeps it manageable for a small team of 2 to 3 people.

  1. Week 1: fill in the thank-you text, set up one-off and monthly amounts and make a test gift.
  2. Weeks 2 to 4: run your Christmas campaign, with the emphasis on the one-off gift.
  3. Week 5: thank everyone personally, including whoever gave €5.
  4. Week 6: send the invitation to give monthly to those who consented to emails.

Frequently asked questions

Can I ask for a monthly gift straight away in the Christmas email?

You can, but it rarely works best. Christmas donors are making a gesture. Ask for a one-off gift first, say thank you, and invite them to give monthly two to four weeks later. On the WeGlow.world donation page both options sit side by side.

How much should a monthly gift be?

That is up to you, and it depends on your supporters. Suggest a few amounts and attach a label that matches what you do. With WeGlow.world you can set a label per amount, separately for one-off and monthly.

Does a monthly giver get a tax reduction?

Only if you are an accredited institution and the donor meets the conditions. The source mentions 30 percent and a minimum of €40 per year and per institution. Ask FPS Finance exactly how monthly amounts are counted.

Do I have to set up a thank-you email separately?

Yes, fill in a thank-you text. With WeGlow.world the thank-you email is only sent automatically if your organisation has filled in that text. Do it before your Christmas campaign begins.

May I email my Christmas donors about a monthly gift?

Start from consent and include an unsubscribe link in every email. Whether a gift falls under an exception is not confirmed. Ask the Data Protection Authority if you are in doubt.

Sources

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