Online Christmas campaign in Germany: digital experience

Plan an online Christmas campaign for your association in Germany: a six-week schedule, four digital experiences as a concept and the German rules.

In short An online Christmas campaign needs no stage and no stall: a donation page, a period of about 6 weeks and a team of two or three people are enough. A digital experience makes every gift visible, as a decoration, a star, a present or a card. All four WeGlow.world experiences are still a concept until the official launch.

This article describes the rules in Germany.

Many associations want a Christmas campaign but have neither helpers for a market nor any wish to deal with permits. Online is easier. Here you will read what such a campaign looks like, what a digital experience adds and what to watch for in Germany.

What is an online Christmas campaign?

An online Christmas campaign collects donations during Advent through a website instead of at a stall. Your supporters give from home, share the link and see the campaign grow. That also suits associations with few volunteers.

The advantage lies in the effort: you do not have to rent a venue, buy goods or plan shifts. The drawback: a donation page on its own is easily interchangeable. If you want Christmas atmosphere, you need something people can see and feel proud of.

Why a digital Christmas experience?

An experience turns every gift into something visible. Instead of a number on a progress bar, a decoration hangs there, a star shines or a present lies waiting. Donors can read their card, discover the cards of others and pass the page on.

  • Donors see themselves in the campaign.
  • Every gift gets a personal card with a name and a message.
  • The page is easy to share with family, friends and your association.

The four experiences at a glance

WeGlow.world is developing four digital Christmas experiences. Until the official launch they are a concept with a demo. We say so openly, so that you do not plan around a promise that does not apply yet. Each experience has its own page to try out.

Glow Room

The Glow Room is a warm 3D living room with a Christmas tree. Every gift becomes a decoration on the tree. Donors choose it, write a card to go with it and hang it on a golden ring. In the demo, candles, lamps and the fireplace light up as the campaign grows.

Starry Sky

In the Starry Sky, every gift becomes a star of its own above a Christmas market. Visitors fly from star to star and open the cards of others. All stars are the same size and the amount is not shown. That suits associations that want a calm atmosphere.

Gift Yard

In the Gift Yard, every gift becomes a present with a card, and you fly to the next present. In the concept, different settings belong to it, such as forest, village, frozen lake, cabin or library. The demo shows a snowy yard with a log cabin, a fire and a Christmas tree.

Card Wall

On the Card Wall, envelopes hang from a string and every card carries a postage stamp. One click opens the card. Donors search for a card by name, read them all in turn or share the wall. It suits you if you like a personal, handwritten feel.

How to do it with WeGlow.world

With WeGlow.world you set up the donation page in three steps: amount, personal details, summary. Donors give once or monthly, each with its own amounts. The page works on a smartphone.

An experience such as the Glow Room or the Starry Sky sits on that page and turns the gift into a visible piece. Supporters start their own campaign page for your campaign. If you have filled in a thank-you text, it goes out automatically by e-mail after the gift. Start with signing up or ask us a question through contact.

What to watch for in Germany

An online campaign does not replace any obligations. The following points come from the official sources at the end of this article. This is not legal advice. If in doubt, ask your Finanzamt (tax office) or your Landesdatenschutzbehörde (state data protection authority).

  • Spendenquittung (donation receipt): To deduct a gift as a special expense (Sonderausgabe), the donor usually needs a Zuwendungsbestätigung on the official template. Up to €300, the bank record is often enough (§ 50 EStDV).
  • Deduction limit: Gifts are deductible up to 20 percent of total income (§ 10b EStG).
  • Impressum (legal notice): To be safe, always show a complete Impressum on the donation page (§ 5 DDG).
  • Cookies: Trackers need consent (§ 25 TDDDG).
  • Mailings: Newsletters only with consent; the data protection authorities describe double opt-in as required.

Important for your association: you may only issue a Zuwendungsbestätigung if your Freistellungsbescheid (tax exemption notice) is not older than five years. WeGlow.world does not issue donation receipts for Germany. So plan for them in your own bookkeeping.

Your schedule in 6 weeks

A realistic schedule starts in mid-October and ends shortly after Christmas. You find details in our article Planning a Christmas campaign: the schedule.

  1. Week 1: set your goal and form a team of two or three people.
  2. Week 2: set up the donation page, check the Impressum and privacy.
  3. Week 3: write a thank-you text and make test gifts.
  4. Weeks 4 and 5: launch the campaign, share the link, invite supporters.
  5. Week 6: show the interim total, say thank you, take stock.

How to reach your donors

A beautiful page is no use if nobody finds it. Spread the link in several small steps, not in a single e-mail. That keeps the campaign visible over the weeks.

  • Invite the board, members and volunteers first. They form the first decorations, stars, presents or cards.
  • Ask supporters to start their own campaign page and invite their friends.
  • Show an interim total once a week and thank people by name if the donors agree.
  • E-mail only people who have given consent.

A rule of thumb: four short messages in 6 weeks beat one long one. Each message needs only one point and one link.

Online, on site or both?

An online campaign does not replace the Christmas market, it complements it. If you run a stall, you can put out a QR code to the donation page there. You can read more in the article A Christmas market for a good cause. More formats are under Christmas campaign ideas for associations.

For a pure donation campaign, you do not have to get a stall approved. With a raffle it would be different: the German states regulate lotteries differently, and selling tickets over the internet is excluded in the general permits we read (Berlin, North Rhine-Westphalia, Bremen until 31 December 2024).

Frequently asked questions

What does an online Christmas campaign cost?

That depends on the provider. We make no statements here about WeGlow.world prices. Look at the pricing page or ask us through the contact form. Your biggest item is time anyway, not money.

Are the experiences already available?

No, until the official launch they are a concept with a demo. You can try every demo and sign up to stay informed. Plan your campaign so that it also works with an ordinary donation page.

Do we need a permit?

In most German states a collection permit is no longer needed, but Rhineland-Palatinate, Thuringia and Saarland still have a collections law. Whether that also applies to your online campaign, ask your Ordnungsamt (local regulatory office).

Can donors give anonymously?

Yes, the WeGlow.world donation page offers the option to give anonymously. First name and e-mail address are required; last name and message are optional.

Can supporters raise money themselves?

Yes. Supporters can start their own campaign page for your campaign and raise money in their own circle. That way the campaign grows beyond your own mailing list.

Sources

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