The holidays have a way of pulling people out of their routines. Schedules shift, communities gather, and even the busiest donors pause long enough to think about what matters. For nonprofits, this season opens a rare window: generosity rises, attention stretches a little wider, and people start looking for ways to make their giving feel meaningful. When an organization leans into that energy it can set the tone for the rest of the year.
The aim isn’t to “capitalize on the holidays.” It’s to recognize that people are already in a giving mindset and to create avenues where their goodwill can turn into genuine impact. With the right structure and a clear narrative, the holiday season becomes more than a rush to year-end donations. It becomes a moment to deepen relationships and build momentum that lasts well into the new year.
Also, for those interested, this Forbes article goes into the topic of increased competition for donor attention.
Create Holiday-Themed Campaigns
A holiday fundraiser works best when it feels like a natural extension of the season rather than a bolt-on appeal. Many organizations start with familiar concepts but the execution is what makes these campaigns stand out.
A giving tree, for example, doesn’t need to live in a lobby or office anymore. Some nonprofits build a virtual version that highlights individual needs or project milestones. Supporters choose an item, fund it, and watch the “tree” fill up as the month goes on. That visual progress gives donors a sense of shared effort, especially when combined with short weekly updates or small celebrations as milestones are hit.
Holiday matching campaigns work well during this season too. Businesses, board members, or major donors are often willing to offer a match in December because the calendar year is coming to a close. Instead of announcing it once, some nonprofits break the match into themed days to make the campaign feel varied rather than repetitive.
The key is to create something that feels festive without losing sight of the mission. Holiday color palettes, seasonal graphics, and small interactive elements can help, but they should support your story rather than overshadow it.
Share Stories of Impact
The end of the year is when people reflect on their own lives, and that mindset makes them more receptive to stories that show how their support changes someone else’s. A well-told story doesn’t need dramatic language. It needs context, emotion, and a clear connection to the donor’s role.
Many organizations pull from their impact archives but the holiday season benefits from storytelling that feels personal. A short anecdote from a volunteer, a moment of change for a program participant, or a glimpse into how staff prepare for the busiest time of the year can ground your appeal in human experience.
This is also the time when donors appreciate small behind-the-scenes details. A photo of staff packing winter supplies, a quick quote from someone who benefitted from the program, or a snapshot from a community event can all build a sense of closeness. People respond to what feels real, and during the holidays, authenticity carries more weight than polished marketing language.
When these stories are shared thoughtfully throughout the campaign. Rather than all at once, they reinforce donor trust and encourage deeper engagement. They remind supporters that your mission is active and ongoing, not a single moment in December.
Offer Creative Incentives
While many donors give out of pure goodwill, a small incentive can create momentum, especially in a crowded fundraising period. The trick is to choose incentives that deepen the relationship rather than distract from it.
Some nonprofits offer small donor gifts tied to the mission. Handwritten cards from program participants, small ornaments created by volunteers, or digital keepsakes that feel personal. Others lean on recognition: a donor wall updated daily, a spotlight series on social media, or early access to an event scheduled for the new year.
There are also organizations that host small gatherings where supporters can hear brief updates, meet the team, or learn about what’s planned for the coming months. These events don’t need to be elaborate. The goal is to create space for connection and signal that donors are part of something larger than a single transaction.
Whatever incentive you choose, keep it aligned with your mission and your capacity. A good incentive feels thoughtful. An over-ambitious one can strain your team at the worst possible time.
Use Social Media to Spread Cheer
Holiday fundraising often lives or dies by visibility. People scroll more during this season, they share more, and they respond more quickly to posts that feel warm or celebratory. Social media gives nonprofits a way to carry the festive atmosphere into the digital space without losing authenticity.
Some organizations create a simple posting rhythm. One highlight per week, one story update, and one short video. Others turn the entire month into a countdown series, sharing progress updates or small wins each day. Festive hashtags can help, especially when tied to a broader community initiative or a local holiday event.
Short-form videos often perform well at this time of year. They don’t need high production value. A staff member speaking directly to donors, a quick walk-through of a program site, or a clip from a recent event can feel just right. People respond to sincerity more than polish.
Because holiday posts tend to draw more engagement, this is also the season to experiment. Try spotlighting volunteers, showcasing wish lists, hosting mini-polls, or sharing traditions from your team or community. Each touchpoint builds familiarity, and familiarity fuels giving.
Partner with Local Businesses
Many businesses want to give back during the holidays but don’t always know how to do it effectively. This creates a natural opportunity for partnership. The collaboration can take many forms, depending on what aligns with your mission and their brand.
Some nonprofits co-host small pop-up events or donation drives. Others set up “round-up” campaigns where customers donate change at checkout. Bakeries, cafés, bookstores, and markets often welcome the chance to partner, especially if the nonprofit provides materials and handles most of the coordination.
Local businesses also tend to have strong community reach. When they share your fundraiser on their social pages, include your flyers, or mention your campaign to customers, it extends your visibility without straining your marketing budget.
The most effective partnerships usually start with a simple conversation. If a business owner understands the impact and sees a clear path to involvement, they’re considerably more likely to participate.
Conclusion
The holidays move quickly, but they offer nonprofits a brief period when donors are more tuned in, more reflective, and more willing to participate in something meaningful. A well-designed campaign can harness that energy and transform it into support that lasts beyond the season.
Whether you’re building a giving tree, planning a match, or highlighting the stories that shaped your year, the goal remains the same: create moments that deepen connection and show donors the difference they make.
For nonprofits looking to organize these efforts more efficiently, Rekonect provides a directory of resources that help build, plan, and manage campaigns. From early concept ideas to structured execution. Having the right tools in place lets teams focus on creativity and relationship-building rather than administrative strain.
If you approach the holidays with intention and clarity, the season becomes more than a fundraising peak. It becomes a catalyst for long-term growth.