and How to Capture the Moment
There’s something about December that stirs generosity. Maybe it’s the glow of Christmas lights, the pull of community spirit, or simply the end-of-year reflection that reminds us to give back. Whatever the reason, the numbers speak for themselves — 52.6% of UK households make a charitable donation in December (source: UK Giving Report, Charities Aid Foundation). In real terms, that’s millions of extra acts of generosity happening in just a few weeks.
For churches, charities, and sporting foundations, this “giving wave” isn’t just a nice seasonal perk — it’s an opportunity to make a lasting impact. The key is to plan early and align your message, timing, and methods to the moment.
Why December is Different
December taps into emotion in a way few other times of year can. People are already spending more time thinking about others — choosing gifts, attending festive gatherings, and reflecting on what really matters. For faith communities, this is amplified by Advent and Christmas services that naturally draw higher attendance and engagement. It’s also when many donors are looking to make year-end contributions for budgeting or tax reasons.
In short: hearts are open, wallets are (slightly) looser, and attention is focused.
Catching the Wave — The Smart Way
The most successful December appeals are the ones that feel genuine and timely, not forced or opportunistic. Here are a few ways your organisation can make the most of the season’s spirit:
1. Start Before December.
By the time the mince pies hit the shelves, your appeal should already be in motion. Begin in late November or even pre-Advent. For example, Giving Tuesday (the Tuesday after Black Friday) is a great springboard — a global movement that encourages generosity right before December begins.
2. Tell a Story that Fits the Season.
Rather than generic appeals, connect your “ask” to the warmth and hope of the holidays. A church might highlight how donations bring light into the darkest months. A charity could show how supporters’ gifts help families enjoy a better Christmas. A sports foundation might share how community programmes make a difference over the winter break.
3. Make It Easy to Give.
This is where tools like Payaz come in. With contactless and online donations now the norm, ensuring people can give in seconds — whether at a service, event, or match — is essential. Every moment of inspiration should be matched by a moment of opportunity.
4. Keep the Message Ethical.
Festive fundraising should never feel like guilt-tripping. The most effective appeals balance compassion with integrity, showing need honestly, celebrating generosity openly, and always respecting the donor’s choice.
From Momentum to Meaning
The surge of generosity in December can create more than a temporary boost — it can be the start of longer-term relationships. Thank donors promptly. Share impact stories in January. Invite them to stay involved beyond Christmas. When people see their December gift has a real, lasting effect, they’re far more likely to keep supporting you throughout the year.
So, as the season of giving approaches, think beyond tinsel and timetables. Think of it as a once-a-year alignment of emotion, purpose, and generosity, and make sure your organisation is ready to capture it.