5 Holiday marketing ideas for not-for-profit marketers
The holiday season isn’t just about sales and shopping, it’s about generosity, connection, and making a difference. For many not-for-profit organizations, December alone accounts for 17% to 31% of their yearly online donations.
In this blog, we’ll unwrap practical, heartfelt strategies to help your not-for-profit connect with supporters, and drive impact when it matters most.
Why holiday marketing works beyond retail
While most marketing advice for the season is geared toward ecommerce brands, not-for-profit organizations are sometimes left feeling like Kevin McCallister in Home Alone, forgotten amid the festive frenzy. We may not be able to give out free turtle doves, but we can share some ideas and advice.
Inspiring not-for-profit seasonal campaigns and the tactics behind them
How not-for-profit organizations can celebrate 11:11
11:11, also known as Singles’ Day, has become one of the biggest global shopping events of the year. It originates from China, and is now growing in popularity with many brands around the world offering discounts on November 11.
11:11 isn’t just a commercial moment; it’s also culturally known as the “make a wish” time. When people see 11:11 am on their clock, some pause and take a moment to hope for something good to happen.
The Make-A-Wish Foundation cleverly embraced the date, turning November 11 into a powerful opportunity, encouraging people not just to make a wish, but to grant one.
Why it worked
The campaign positions itself perfectly in line with the cultural moment and brings the attention straight to the children the charity supports. The email explains the connection between the numbers 11:11 and making a wish for anyone unfamiliar, and jumps into a real life story.
Including real, tangible stories to show what donations provide gives subscribers a clear understanding of exactly where their money could go and how it will help.
How to replicate it
Any charity can tap into the spirit of ‘11:11 make a wish’. With the holidays being a time for over-consumption, re-framing the moment as an opportunity to grant a wish is a clever way to engage supporters.
Singles’ Day is all about being single and treating yourself, but depending on your organization you can re-frame this to fit your mission. Here are a few ideas:
- Highlight the issues of isolation and loneliness and share how your organization helps combat this
- Talk about the value of independence and highlight how your charity supports people to find freedom and independence
- Simply encourage supporters to donate this Singles’ Day instead of buying themselves a gift
How not-for-profit organizations can drive support on Giving Tuesday
Giving Tuesday is a global movement that kicks off the charitable season each year, taking place on the Tuesday immediately following Black Friday and Cyber Monday (BFCM). While BFCM is all about consumer spending and ecommerce deals, Giving Tuesday flips the focus from shopping to giving, encouraging individuals and organizations to support causes they care about.
For not-for-profit organizations, this makes it an ideal day to drive donations, engage supporters, and amplify your impact. With the momentum of the holiday shopping season still high, you can harness the attention and generosity of donors looking to balance the consumer frenzy with acts of kindness.
The Giving Tuesday Data Commons reported that Americans gave a staggering $3.6 billion on Giving Tuesday 2024, marking the most generous Giving Tuesday on record. Subject line: Claim your Giving Tuesday 3X match now
Subject line: Claim your Giving Tuesday 3X match now
Why it worked
This campaign from Doctors Without Borders partnered with a philanthropic fund to offer donation matching. Over Giving Tuesday, donations were triple matched. This makes supporters feel they’re getting more value for their money, mirroring holiday discounting with ecommerce stores but without the not-for-profit organization losing any money themselves. This tactic also encourages donations right away due to the limited time benefits, mimicking flash sales and fear-of-missing-out (FOMO) tactics often used in ecommerce holiday marketing.
How to replicate it
Supporters love to feel their gift goes further. Even without monetary incentives, there are creative ways to add value that benefit both your supporters and your mission.
If you can’t get a donation matching offer like Doctors Without Borders did here, look at other ways to add something extra. This could be something that doesn’t cost much, such as sending a digital holiday card to donors who donate on that day, entering them into a prize draw to win something donated by a local company, or inviting them to a future, exclusive fundraising event.
The American Red Cross used this tactic on Black Friday, offering anyone who donated over $75 on Black Friday a free hat. It’s similar to a classic ecommerce ‘spend and save’ offer where people need to hit a minimum spend to get a unique offer.
Subject line: Black Friday Gift Status: [UNCLAIMED] 🛒⏰❗
How not-for-profit organizations can celebrate Thanksgiving
Thanksgiving is more than just a holiday, it’s a season that naturally encourages reflection, giving back, and giving thanks. For not-for-profit marketers, it’s the perfect moment to truly connect with your supporters, thank them for their support, and strengthen relationships.
Subject line: ❤️ Happy Thanksgiving ❤️
Why it worked
This Thanksgiving campaign from St Jude Children’s Research Hospital hits you right in the feels. The copy is pretty simple and to the point, while the art work from St Jude patient, Ellen, of a Thanksgiving turkey reminds the reader who they’re supporting.
The campaign also includes a block encouraging readers to share quotes and images from St Jude patients, families, and supporters. This is a great way to get your organization on the social media feeds of others. This act of advocacy from your existing supporters broadens your charity’s reach for free.
Subject line: 🦃 A New Tradition of Gratitude This Thanksgiving
Why it worked
This example from Food For The Poor is another great approach to Thanksgiving. People really respond to messages of thanks from notable members of your organization, such as your CEO. This heartfelt letter-style email thanks supporters and then suggests fun activities to make the holiday more memorable.
How to replicate it
Find a campaign style that makes sense for your organization and lean into the spirit of the holiday and thank your supporters. Include subscribers who haven’t donated yet, thank them for any interaction, whether that’s liking or sharing your posts on social media, suggesting your charity to others, or donating time. Not everyone has the means to donate financially at the moment, and letting people know you appreciate whatever support they can offer will help build the relationship and keep them engaged.
Not everyone will be checking their emails on Thanksgiving, so be sure to use a cross-channel approach. Use social media and mobile messaging such as WhatsApp, SMS, and MMS to make sure your message is seen by your supporters.
A not-for-profit approach to Black Friday
Black Friday is traditionally known as the biggest shopping day of the year, dominated by discounts, deals, and consumer frenzy. While it’s primarily associated with retail, you can also leverage the attention and urgency of the day to your advantage.
Subject line: The only Black Friday deal that makes a difference for children
Why it worked
This campaign from Save the Children uses really powerful, direct language. ‘by the time black Friday ends, millions of children will go to bed hungry’ and ‘So, before you shop the discounts and deals today, make a gift that has the power to change lives.’ Black Friday is all about consumption, the day when everyone is shouting the loudest to get attention in the inbox, so being direct is necessary. This subject line grabs attention due to the blunt and powerful message and the campaign forces you to consider how you use your money and what’s really important.
How to replicate
Be bold in your messaging, especially on the big sales days like Black Friday and Cyber Monday. Last year Dotdigital sent 365 million emails on Black Friday alone, and it’s one of the biggest email send days in the calendar. Use your subject line and preheader to get your message in front of supporters, and deliver impact in the campaign itself. Remind people exactly who your organization helps, and include plenty of clear CTAs to capture donations.
A non-commerce approach to holiday gifting
The holiday season is all about gift buying for others. There are a few clever ways not-for-profits can tap into this style and encourage supporters to donate in place of gift buying.
Subject line: Shop gifts for animal lovers in your PJs!
Why it worked
This email campaign from Best Friends Animal Society taps into the comfort angle to get attention in the inbox, highlighting that you can get your holiday shopping done from the comfort of your couch, in your PJs.
In terms of encouraging donations, by packaging up donation amounts into tangible benefits, such as ‘bunny care package’ or ‘life saving road trip’ it helps people visualize exactly where their money is going and the impact it will have.
This approach makes it feel like a better gift, providing something tangible, rather than ‘I made a $20 donation in your name’. The email also calls out that you can send your chosen gift via an adorable e-card or printable card to further add to the gift giving experience.
Why it worked
Save the Children put its own spin on traditional gift guides. It also gives clear outcomes according to donation amounts, making it clear where your support will go. Just like the earlier Black Friday campaign, the copy is still direct and punchy, reminding people what’s important and why now matters more than ever.
The inclusion of a free bag of specialist coffee beans with donations over $150 is another example of a classic ‘spend and save’ tactic.
How to replicate it
Splitting up donation values into corresponding outcomes is a really strong way to drive donations. Even if your website isn’t set up for this kind of positioning yet for collecting the money, you can use a few examples of what different amounts, such as $50, $75, and $100 would do, in your email itself.
For a ‘spend and save’ tactic there are lots of ways to give supporters something extra when they donate above a certain amount. One low cost option is to create an asset that your supporters can post to their social media platforms, telling people they’re a ‘star supporter’ this holiday season. You can set up an automation program to email supporters this asset once they’ve donated a set amount. This is a good way of encouraging supporter advocacy and broadening your brand’s reach on social media too.
How to encourage giving over the holiday season
Holiday marketing isn’t just for retailers, it’s a powerful time for not-for-profits to stand out, tell stories that resonate, and invite action when generosity is at its peak.
Whether it’s re-framing commercial events like Black Friday into opportunities for good or thanking supporters on Thanksgiving, the key is to lean into the spirit of the season. By combining heartfelt storytelling, bold copy, and creative campaign ideas, you can inspire supporters to see giving not as an afterthought, but as the most meaningful holiday tradition of all.
