Christmas is when many people think about giving, and when churches and Christian charities can tell the story of the difference they make. A good appeal isn’t about sending more messages. It’s about one clear need, one true story and making it easy to give.
How do you plan a Christmas appeal?
- Choose one need. Hampers for families, warm spaces, a winter night shelter. One clear need is easier to give to than a general appeal.
- Set a target. A number people can picture, such as “100 hampers”.
- Find one true story, shared with permission and dignity.
- Prepare your giving page so it works well on a phone, with suggested amounts and a Gift Aid tick box.
- Plan your messages across email, social media, your website and Sunday notices.
What does a Christmas appeal timeline look like?
| When | What |
|---|---|
| October | Choose the need, target and story; prepare the giving page |
| Late November | Launch: email, social posts and a Sunday announcement |
| Early December | Story update: what the gifts so far are doing |
| Mid December | Progress towards the target, with thanks |
| Christmas week | Last chance, plus a warm Christmas message |
| January | Thank everyone and show what their gifts achieved |
From our team: the thank-you in January is the most overlooked email of the year, and the one that makes people give again. Write it before Christmas so it’s ready.
How do you tell the story?
- Focus on one person or family, with their permission, and change details to protect their privacy.
- Show hope and dignity, not just need.
- Use real photos or a short video, with consent. Our guide to photos of children online explains what to check.
- Say exactly what a gift does: “£25 fills a hamper for a family of four.”
Our story and appeal videos help charities tell these stories well, and our email newsletters service can plan and send your appeal emails.
How do you include Gift Aid?
Gift Aid lets charities claim an extra 25p for every £1 a UK taxpayer gives, at no cost to them. On your giving page and forms, include a clear Gift Aid declaration: the donor confirms they’ve paid enough UK Income Tax or Capital Gains Tax to cover the amount claimed and agrees to Gift Aid being claimed, and gives their full name and home address including postcode. Keep records for six years after the most recent donation you claimed on. HMRC’s guidance sets out exactly what’s needed.
Raising money from wider supporters? Read the Code of Fundraising Practice. And if you’re a registered charity, Google Ad Grants could promote your appeal on Google search for free.
Frequently asked questions
When should a Christmas appeal start?
Plan in October and launch in late November. Many people give in December, so have your page, emails and posts ready before then.
How many emails should we send?
Four to six from late November to Christmas Eve is common. Each one should have one message and one clear button.
Can we claim Gift Aid on online donations?
Yes, if the donor is a UK taxpayer who has paid enough tax and has made a valid Gift Aid declaration. Follow HMRC's rules for what the declaration must include.
Sources
- GOV.UK: Gift Aid declarations
- GOV.UK: donating through Gift Aid
- Fundraising Regulator: Code of Fundraising Practice
Last checked: November 2026. This guide is general information, not legal or financial advice.
