Christmas giving… Sentiment or strategy?
Every December, our screens light up with sentimental appeals, heartstring-tugging stories, and charity ads adorned in tinsel. It’s a familiar cycle, part of the festive ritual. And while Christmas does bring out generosity in spades… statistics show it’s the most popular time for donations… it also risks reducing philanthropy to a seasonal habit.
The message is clear for those truly committed to impact: the need isn’t just for Christmas, so neither should your giving be.
In the words of a leader from the Variety WA Christmas Appeal: “The support we receive at Christmas makes a huge difference, but the challenges families face, disability, financial hardship, mental health, don’t end when the decorations come down.”
The same can be said for food insecurity, homelessness, and social inequality.
Christmas giving may spotlight these issues, but philanthropists know the real work is year-round.
It’s easy to be drawn into the glittering allure of festive giving. Christmas campaigns are expertly crafted, appealing to our sentimentality and a shared cultural desire to ‘give back.’ While these campaigns are valuable in raising awareness and funds, they often result in a sharp spike in December, followed by a lull in the following months. Charities are left scrambling to stretch those resources, perpetually waiting for the next holiday surge.
Strategic philanthropy asks us to go deeper, beyond sentimentality, to focus on sustainable, long-term solutions.
Why Christmas giving still matters
This isn’t to say we should dismiss the importance of Christmas donations entirely. The festive period often represents the most acute time of need. Rising living costs and heightened societal expectations during the holidays mean that low-income families and vulnerable individuals are under extraordinary pressure. Food banks see unprecedented demand, and organisations supporting mental health and homelessness experience a surge in clients.
This is an opportunity to harness the collective spirit of giving, not just for immediate relief but as an entry point into sustained commitment. Let Christmas giving serve as your strategy's first step, not the entirety.
To elevate Christmas giving into meaningful philanthropy, consider these principles:
Shift your mindset: Resist the urge to treat Christmas as the sole moment of generosity. Commit to addressing underlying causes, not just the visible symptoms.
Think beyond the dollar: Your donations are critical, but so are your influence, expertise, and network. Advocacy, volunteering, and knowledge-sharing amplify impact.
Support holistically: Look for organisations with year-round programming and find ways to offer consistent support—whether through multi-year funding commitments or operational grants.
Stay engaged: Use the festive season as a reminder, not a checkbox. Engage with your grantees in January, June, and September to understand their ongoing needs.
Christmas is a beautiful moment to reflect on gratitude and generosity but also a time for clarity. It’s an opportunity to reflect on life’s purpose.
By rethinking Christmas giving, we believe that philanthropists can set a powerful example that addresses immediate needs and builds the foundations for systemic change. After all, the real impact of giving isn’t measured by the calendar but by its legacy.
Take this holiday season as a moment to recommit to your philanthropic vision. Please don’t ignore the appeals because they feel familiar; use them to remind you what’s still left to do.
And then, when the tinsel is packed away, keep going.
