A supporter is for life, not just for Christmas

Hopefully your winter appeals brought you a valuable influx of new and reactivated supporters. But what happens next will determine whether that gift becomes the start of a meaningful journey… or the end of one.

We know that many supporters choose to give at Christmas for reasons that stretch far beyond simple responsiveness to a campaign: a moment of reflection, a desire to help others at a difficult time, or simply the emotional pull of Christmas itself.

But as the new year begins and the festive season fades into memory, the real question is How we turn the generosity of Christmas into a long-term relationship, not just a one-off gift?

Why welcome journeys matter even more after Christmas

Christmas givers often arrive with high emotional intent. They feel connected, moved, and inspired. But without thanking supporters in an impactful way, that feeling fades quickly.

That first milestone – the thank you – sets the tone for everything that follows. It’s the moment where you either build trust or lose momentum. Every supporter should feel seen, valued, and part of something.

But it’s what happens next that determines whether those initial gifts transform into long-term change.  Many of these new supporters are giving outside of their usual habits, which increases the risk of losing them if they’re not guided into your community with intention.

A well-crafted welcome journey doesn’t just thank supporters. It gives them a reason and the opportunities to keep giving. It shows them that their donation matters, connects them nre closely with your work, and reinforces their partnership is genuinely valued.

This is where thoughtful planning and insight become powerful.  At Different Kettle we’ve been working with charities like the NSPCC,  RAF Benevolent Fund and BBC Children in Need helping them to them better understand who these new supporters are, why they may have given, what pathways they are likely to take next, and what mapping out where the next touchpoints should be.

This understanding has helped us create welcome experiences that feels personalised rather than generic, helpful rather than overwhelming, and human rather than transactional.  This isn’t about pushing supporters down a funnel. It’s about welcoming them into a relationship that feels mutual and meaningful.

At a time when supporter loyalty is more precious than ever, the charities investing in thoughtful welcome experiences will be the ones who retain more donors, build deeper relationships, and create lasting impact.

It’s about shifting from a transactional “you donated” to a genuine “you belong here.”

If you’d like to talk about how your supporter journeys could work harder, we’d love to share what we’re doing and what’s working well across the sector.

Amy Mitchell – Fundraising Planner

If you want to find out more about how we can help you with developing your approach to giving, then get in touch at SayHi@differentkettle.com