Christmas Day might still be over two months away but charities will have to act fast if they want to get their festive campaigns up and running, with a new analysis of seasonal giving by goDonate revealing the five best days for online donations.
The digital fundraising platform, which works with leading UK charities to deliver better online giving experiences, is highlighting December dates when the highest number of single online donations are expected to be made.
The first date in the charity marketer’s calendar is December 2, so-called “Giving Tuesday”, which first started in 2012 and falls on the Tuesday after Thanksgiving in the US. Over the past decade, the even has grown into a global movement that inspires millions of people to give, collaborate, and celebrate generosity.
However, this is only the second year it has fallen in December rather than November and it is seen as the best time to boost online donations. Giving Tuesday is followed by four dates that fall just before Christmas Day:
Friday December 19: The last Friday before Christmas Day, when many salaries will be paid.
Monday December 22: Because the date above falls quite early this is expected to be another busy day for salary payments.
Tuesday December 23: The last pre-Christmas pensions payment date is an opportunity to target people receiving them.
Wednesday 24: With donors in the festive spirit and feeling generous Christmas Eve is always a good day for online donation volumes.
goDonate founder and CEO Vicky Reeves said: “Our prediction for the best donation dates in December 2024 was spot on. The dates which our latest analysis has pinpointed for 2025 will give charities more certainty about when to target people with campaigns to drive online donations.
“As always, it’s important to look at your own data from past years, comparing pre-Christmas spikes with those we’ve identified, then tweak your appeal timings and message to get the best results.”
The full analysis – Online Donations December Insights Report 2025 – has been produced using data relating to more than £25m in online donations to leading UK charities.
The analysis also reveals overall online single donation volumes increased by 9% in December 2024, compared to December 2023; and overall income from single donations increased by 8% during the same period. The average single donation gift in December 2024 was £49.51 – slightly lower than the average of £51.05 across the whole year.
Meanwhile, the report also includes “time of day” online donation volume data. Mornings and afternoons are identified as a better bet than lunchtime (1pm to 2.30pm) and evenings to target with – for example – email campaigns and increased social media spend.
Reeves added: “For the best results, charities can take into account wider trends we’ve identified from ongoing analysis on goDonate data.
“For instance, use of digital wallets to donate is growing fast. Now, 60% of all mobile donations are made with Apple Pay, Google Pay and PayPal, and there’s proof this method improves conversion rates. Including digital wallets on your donation forms isn’t option, it’s a must.
“Another tip is to keep your online donation form as simple as possible. Get rid of the clutter so only the main prompt, donation amount options and Gift Aid box are included. This will automatically save supporters time and hassle so they’re more likely to complete their donation.”
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