The Data is In: Listeners Want to Give While You’re Eating Christmas Ham

Ah yes, December pledge drive. It looms. Like the expiration date for the 0% intro rate on the credit card that paid for last year’s Christmas.

But what if there are other fundraising gifts waiting to be unwrapped? I’m speaking of Christmas Eve, Christmas Day, and the last three days of the year.

On the afternoon of December 24, most personnel walk away. Automation takes over. The staff goes home for ham (which is good—please go home). But we inadvertently close the door on listeners who are, sometimes suddenly, ready to give.

Donation platforms tracking December one-time gifts have found that as many as 1 in 6 can arrive in the 72 hours before Christmas. In one survey, Christmas Eve exceeded Giving Tuesday in charity.

Christian radio is about companionship, especially on Christmas. Listeners are driving between family visits, sitting in a quiet living room, or working a lonely night shift. They feel a connection to your ministry. Many would love to express their appreciation with a Christmas offering—if we simply invited them.

Then there is the opportunity you already know: the last three days of the year. Up to 12% of annual revenue arrives in these final 72 hours.

Here are some ideas on how you can provide stewardship opportunities that honor their desire to give, but are in keeping with the reverence of the season. Here is how:

1. Play Silent Night But Don’t Be Silent.

Lifeway Research found 84% of Protestant churchgoers make an extra cash gift at Christmas. That money is already in motion toward their church or someone they know. What was not prioritized? Your station. Only 18% name a local Christian ministry. Ask generous Christians—especially lapsed donors or those new who’ve discovered your Christmas music—to consider a gift that impacts the whole community and beyond.

2. God Rest Ye Merry, Mobile Gift

People giving late in December aren’t sitting at desks. Up to two-thirds give on a phone, and over half use digital wallets like Apple Pay. If it isn’t already, ensure your giving page is a one tap effort, perfectly mobile-responsive, and is clearly presented to a website visitor. Promote your Text-to-Give keyword on-air without hype but consistently, even on December 24 and 25. You’re just acknowledging the existing desire of many to be generous when the Lord leads.

3. Deck The Halls Of Email Early

We know the final days are huge, but the 29th specifically brings larger gifts (average text gifts on the 29th are roughly triple the size of the 30th or 31st). The 30th gets the best email engagement because by the 31st, the inbox is a chaotic blur of nonprofits. The 31st brings volume, but mostly from deadline panic. Optimize communication for each separate day.

When you treat December as a season rather than a month, you give Christians a greater opportunity to be the blessing they’ve been praying to be.

Now pass the ham, and don’t be stingy with the au gratin potatoes.

 

Doug Hannah is a Christian media leader with over 40 years of experience in programming, on-air, leadership, and fundraising strategy.