Christmas e-mail to donors in Switzerland: 3 examples
Three ready-made Christmas e-mails for donors in Switzerland: invitation, progress update, thank-you. With subject line, button and the UWG rules on consent.
In short A good Christmas e-mail to donors in Switzerland needs three things: prior consent, a correct sender and a free way to unsubscribe. Plan 3 e-mails in 6 weeks: invitation, progress update, thank-you. Below you will find all three to copy, with subject line and button.
this article describes the rules in Switzerland.
What the law requires of your e-mail
Mass advertising by e-mail in Switzerland is governed by the federal act against unfair competition (Bundesgesetz gegen den unlauteren Wettbewerb, UWG). It is unfair to send such e-mails without first obtaining consent, without naming the correct sender, or without pointing to a simple and free way to refuse (Art. 3 para. 1 let. o UWG).
- Prior consent: The donor has agreed beforehand to receive mail from you.
- Correct sender: The name of your association or foundation and a real reply address.
- Free unsubscribe: A link in every e-mail, one click, no cost.
There is an exception for customers who gave their contact details when buying goods or services. Whether a donation counts as such a purchase is not confirmed. So take the safe route and always obtain consent. Whether the UWG also applies to non-profit organisations is likewise not confirmed. Assume that it does.
Anyone who acts unfairly with intent is punished, on complaint, with imprisonment of up to 3 years or a fine (Art. 23 UWG). That is rarely routine, but it is a good reason for clean lists.
Data protection: only what is certain
The new Swiss data protection act (Datenschutzgesetz, DSG) also applies to associations that process personal data (Art. 2 DSG). Three points affect your Christmas e-mail directly.
- Anyone who unsubscribes or objects is no longer written to. Processing against someone's express wish is an infringement of personality rights (Art. 30 DSG).
- When collecting data, you inform people of your identity, the purpose and the recipients (Art. 19 DSG). A short privacy notice on the donation page is enough as a starting point.
- Consent is valid only if it is given voluntarily and after adequate information (Art. 6 DSG).
Whether an exception to the register of processing activities applies to your association depends on an ordinance. Ask the Federal Data Protection and Information Commissioner (Eidgenössischer Datenschutz- und Öffentlichkeitsbeauftragter, EDÖB). The same applies to information sheets on direct marketing.
The plan: 3 e-mails in 6 weeks
Less is more. Three e-mails are enough if each has a clear purpose. The table shows a rhythm you can adapt. The timing is our planning recommendation, not a requirement.
| Timing | Goal | Button | |
|---|---|---|---|
| Invitation | Early November | Introduce the appeal | Donate now |
| Progress update | Mid-December | Show progress | Lend a hand |
| Thank-you | Within 48 hours after the appeal ends | Say thanks, show impact | Learn more |
Send the invitation to everyone who has consented. You can differentiate the progress update and the thank-you: those who have donated get a different text from those who have not.
Three complete sample e-mails
All names, amounts and figures in the examples are invented. Replace the placeholders in square brackets with your own details. Each e-mail ends with your legal notice and the unsubscribe link.
E-mail 1: Invitation
Subject: This year, let us give warmth together
Button: Donate now
Hello [first name]
In winter space gets tight at [name of the facility]: more people are looking for a warm place and a meal. By Christmas we want to raise [goal, for example CHF 4,000] so that we can keep the door open until spring.
Just CHF 25 is a warm meal for [number] guests. Every gift, one-off or monthly, counts.
[Button: Donate now]
Thank you for being part of this.
[Name], [association]
You are receiving this e-mail because you signed up for our news. [Unsubscribe] | [Association, address, e-mail]
E-mail 2: Progress update
Subject: Already CHF [amount]: your contribution counts
Button: Lend a hand
Hello [first name]
Thanks to you and many others, CHF [amount] of CHF [goal] has already come in. There are [number] days left until Christmas.
Last week we were able to buy [concrete example]. That was only possible because [number] people took part.
We still need CHF [remainder]. If you would like to help, it takes three steps: choose an amount, enter your details, confirm.
[Button: Lend a hand]
If you have already donated: thank you, there is nothing more you need to do. Please forward this e-mail to a friend.
[Name], [association]
[Unsubscribe] | [Association, address, e-mail]
E-mail 3: Thank-you
Subject: Thank you: we did it together
Button: Learn more
Hello [first name]
The Christmas appeal is over, and the result leaves us speechless: CHF [amount] from [number] donors.
With it we are funding [concrete impact] until [point in time]. In [month] we will send you a short update on what came of it.
[Button: Learn more]
Heartfelt thanks and happy holidays.
[Name], [association]
[Unsubscribe] | [Association, address, e-mail]
Tax deduction in the e-mail: what you may say
Many donors ask whether they can deduct the donation from their taxes. For the direct federal tax, donations to tax-exempt charitable organisations based in Switzerland are deductible if they total at least CHF 100 in the tax year. The deduction is capped at 20 percent of income (Art. 33a DBG, Bundesgesetz über die direkte Bundessteuer).
This is a deduction from income, not a fixed percentage back. So do not promise a refund in the e-mail. For cantonal taxes, each canton sets the framework itself. Point to the tax administration of your donors' canton and to your own tax exemption. You will find details in our article Spendenabzug bei Weihnachtsspenden.
Also refrain from prize draws in the e-mail. Anyone who raffles prizes must know the rules of the Geldspielgesetz (the Swiss federal act on gambling) and of the canton. You can read more about planning in the article Weihnachtsaktion planen.
How to do it with WeGlow.world
The buttons in your e-mails need a destination. On WeGlow.world you can set up a donation page in three steps: amount, personal details, summary. Donors choose between a one-off and a monthly gift, and the page also works on mobile. You can start for free with an account.
If your organisation is on WeGlow.world, you can save a thank-you text. It is sent automatically after a gift, once it is filled in. For which payment methods and in which countries that is possible, please check with us directly through the contact page.
Supporters can also start their own fundraising page and invite their circle of friends. That fits well with the progress update e-mail. The Christmas experiences are a concept until the official launch. The Card Wall shows each card as an envelope on a string, with one stamp per gift. Read more on the Card Wall page.
Frequently asked questions
The five questions about Christmas e-mails to donors that we meet most often, with short answers.
May I send donors a Christmas e-mail without consent?
The safe route is prior consent. The UWG names it expressly. An exception for customers is described in the law, but whether a donation falls under it is not confirmed.
How many e-mails are enough?
For a Christmas appeal, 3 e-mails in 6 weeks are enough: invitation, progress update, thank-you. That is our planning recommendation, not a legal requirement.
What must the e-mail footer contain?
A correct sender with name and contact details, and an unsubscribe link that works for free and with ease. Art. 3 para. 1 let. o UWG requires both.
What should I do when someone unsubscribes?
Remove the person from the list at once. Further processing against their express wish can be an infringement of personality rights under the DSG.
Can I promise a tax deduction in the e-mail?
No, inform factually only. The deduction depends on income and on the canton. Point to the cantonal tax administration.
Sources
- UWG (SR 241), Art. 3 para. 1 let. o and Art. 23, checked on 9 October 2026
- DSG (SR 235.1), Art. 2, 6, 19, 30, checked on 9 October 2026
- DBG (SR 642.11), Art. 33a, checked on 9 October 2026
- EDÖB, Datenschutz, checked on 9 October 2026
More ideas: Weihnachtsaktion Ideen. Ready to start? Create an account or get in touch. You will find all ideas in the Christmas hub.