Online Christmas campaign for associations in Austria

How to start an online Christmas campaign in Austria: donation page, four digital Christmas experiences as a concept, timeline and legal points.

In short An online Christmas campaign needs no punch stand and no stage: a donation page, about 6 weeks of Advent and 2 to 3 helpers are enough. A digital Christmas experience makes every gift visible, as a decoration, star, present or card. The four WeGlow.world experiences are a concept with a demo until the official launch.

this article describes the rules in Austria.

Many associations in Austria would love to run a Christmas campaign but have no time during Advent for stall shifts and trips to the authorities. Online is easier. Here you can read what such a campaign looks like and what to keep in mind in Austria.

What makes an online Christmas campaign

In an online Christmas campaign, you raise money during Advent through a website instead of at a stall. Your supporters give from home, share the link and see the campaign grow.

This suits associations with only a few volunteers. You do not need to rent a spot, buy stock or plan shifts. The page does need something that creates a festive mood, though, otherwise it is just a number with a donate button.

Why a digital Christmas experience helps

An experience turns every gift into something you can see. Instead of a bar on a progress meter, a decoration hangs on the tree, a star lights up or a present waits to be opened. That gives your donors a reason to share the page.

Donors recognise themselves in the campaign.
Every gift can carry a personal card with a name and a message.
The page is easy to forward to family, friends and neighbours.

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 yet apply. 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. The tree fills up with every gift.

Starry Sky

In the Starry Sky, every gift becomes a star. Visitors fly from star to star. It feels calm and suits associations that want a quiet Advent mood.

Gift Yard

In the Gift Yard you choose the setting: forest, village, frozen lake, cabin or library. Every gift becomes a present, and you fly to the next present. The Christkind (the Austrian Christmas gift bringer) would be delighted.

Card Wall

On the Card Wall, envelopes hang on a string and every card carries a stamp. That fits if you like a personal, almost handwritten feel.

How to do it with WeGlow.world

You build the campaign around your donation page. WeGlow.world offers a donation page in three steps (amount, personal details, summary) that works on a phone. Donors can give once or monthly, and you set the amounts yourself.

Your supporters can also start their own campaign page, for example a school class, a company or the neighbourhood. You set up thank-you texts in advance so that a thank-you goes out automatically after a gift. You can start for free with an account on WeGlow.world.

On availability: if your organisation is listed on WeGlow.world, you can set the campaign up there. What is possible in your case is best clarified directly through the contact page.

A timeline in 6 weeks

Plan backwards from Christmas Eve. Six weeks are enough for a small campaign if your donation page is ready early. You will find detailed guidance in the article Planning a Christmas campaign in Austria.

Weeks 1 to 2: set a goal, write the story, set up the donation page.
Week 3: trial run with 5 to 10 people from the association.
Weeks 4 to 5: launch with an email, social media and a poster.
Week 6: final sprint until 24 December, then thank-yous and a wrap-up.

What to keep in mind in Austria

An online donation page is usually legally straightforward. You should still know three points: tax deductibility, raffles and direct marketing by email.

Tax deductibility of donations

Donations to a spendenbegünstigte Einrichtung (an institution approved for donation deductions) can be deducted as Sonderausgaben (special expenses) up to 10% of total income. This only applies if your organisation has been approved by official notice and appears on the Ministry of Finance list. Promise deductibility only in that case. You can read more in Tax deductibility of Christmas donations.

Raffles and prize draws

If you want to raffle something on the page, the Glücksspielgesetz (Gambling Act) applies. Small raffles are exempt from the monopoly only up to €4,000 in stakes per year and per organiser, and only without a profit motive. For online raffles the situation is not confirmed: ask the Finanzamt Österreich (the Austrian tax office).

Emails to donors

Under § 174 TKG 2021 (Telecommunications Act), promotional emails and text messages require the recipients' prior consent. The fine can be up to €50,000. Whether a fundraising appeal counts as direct marketing has not been officially settled. So proceed carefully and collect an opt-in.

Saying thank you is also part of the campaign. Before the launch, agree who reads the cards, who answers questions and who publishes a short summary on 24 December. That way the campaign stays a joint effort and nobody has to sit on their phone at night during Advent.

Five tips for more impact

Explain in two sentences what the money is needed for.
Name amounts with an effect, such as €25 for a warm meal.
Invite supporters to start their own campaign pages.
Use names such as Advent, Christkind or wish list, but no branded campaigns from others.
Say thank you quickly and personally. You will find ideas in Christmas campaign ideas for associations in Austria.

Frequently asked questions

The five questions that associations ask most often before starting an online Christmas campaign.

Do I need a permit for an online Christmas campaign?

Not in every case for a donation page on the internet: the Viennese collections act (Wiener Sammlungsgesetz) excludes appeals made through electronic means of communication. The other eight federal states were not checked. Ask your municipality or state government if you also collect on the street.

Are the four experiences available yet?

No. Glow Room, Starry Sky, Gift Yard and Card Wall are a concept with a demo until the official launch. You can try all four on the experience pages and note down your favourite.

Can I promise my donors deductibility?

Only if your organisation is on the BMF list of spendenbegünstigte Einrichtungen. The ministry itself points out that a mere reference to documents proves nothing. Check your status before you write it down.

How long should the campaign run?

We recommend about 6 weeks, starting in mid-November and ending on 24 December. That is a planning recommendation, not a rule. Shorter campaigns work too, but need more effort per day.

What does taking part cost?

We make no statements about prices here. You can start for free with an account on WeGlow.world and take a calm look at the page. Current terms are on the pricing page or via the contact page.

During Advent in particular, your donors' inboxes are full. A campaign that people can see, share and fill with a personal card stands out. Start small, with a clear goal and a period your team can manage.

Get started

Choose an experience on the hub page, set your goal and create your account. The donation page is up quickly, and the rest is your story.

Sources

Sources, checked on 9 October 2026: