The meaning of charity at Christmas

The Oxford English Dictionary defines charity as: ‘the voluntary giving of money or other help to those in need’ – and the concept is nothing new. As early as 2500BC, Hebrews had to pay a mandatory tax, or tithe, to support the poor. While in England, the foundations of charity go back to the 1130s, when The Hospital of St Cross in Winchester was founded.  

Charities and giving are at the core of many religions, including Christianity and Islam. And today, charities play a vital role in society. In fact, there are over 170,000 charities in England and Wales, bringing help and support to millions of people.   

Why do we give to charity? 

Many people give to charity for the simple fact that it makes them feel good. In fact, the Charities Aid Foundation (CAF) found that 20% of people donate for that reason.   

CAF also interviewed 700 donors to find some key themes as to why people give to charities. They found that:   

• 96% were driven by a sense of morality and ethics
• 75% were influenced by their personal belief or connection to a specific cause
• 71% were motivated by their religious values
• 61% had experienced personal, life-changing events that triggered their desire to give.  

But whatever motivates people to give to charity, this drive to support others peaks during the festive season.  

Christmas is traditionally a time of giving 

Christmas is a time of giving. But what is it about the festive season that compels people to give more to charities?  

Giving gifts at this time of year is embedded in many cultures. The roots of this can be seen in the giving of gold, frankincense and myrrh by the three wise men described in the Bible, or in the Roman festival of Saturnalia, when people exchanged gifts like candles or terracotta figurines. And of course, today, we have Santa, ready with a sleighful of pressies to dish out to delighted children.  

The feel-good factor  

Giving gifts to family and friends can give us a taste of how it feels to give to others. Giving to charity is one way of extending that warm feeling of doing something good for other people.  

Supporting those who are struggling, like those living alone, on the streets, or unable to pay bills, is one way of spreading the hope and joy that’s traditionally at the heart of Christmas.  

Dropping temperatures  
 

As temperatures drop during the winter, the demand for services increases. We’re smothered with idealised images of presents unwrapped in front of a roaring fire. But the harsh reality for many is very different, particularly during this cost-of-living crisis with millions struggling to heat their homes.  

There’s a stark contrast between those who have and those who don’t, which motivates many to give to homeless charities at this time of year.  

Cancelling out consumerism 

The festive spending frenzy can also loosen up wallets, making people more willing to give a little bit extra to charities as a way of giving back to others less fortunate and connecting with the season of good will. Giving to charity gives people a simple and direct way of injecting some meaning into the consumerism that’s all around us.  

Stretching the Christmas cheer 

According to the CAF, 34% of people gave to charity in December 2021 and this annual peak in giving is clearly good for charities. But, without monitoring your cash flow carefully, it can be harder to manage your finances, especially during quieter fundraising times. Here’s how charities can spread that Christmas cheer a little further into the New Year. 

A new year’s resolution  

Following up with Christmas donors could turn one-off donations into regular support. If you have their contact details – and permission to use them – a simple thank you will start that conversation. Showing the difference their one-off donation made could motivate them to sign up for monthly donations.

Nurturing supporter relationships 

If people aren’t able to sign up for regular donations, then ask them to help you in other ways: follow you on social media; volunteer; donate goods to shops; or sign up for a fundraising event later in the year.  

You never know when someone’s financial situation will change and they’ll be able to donate regularly. Keeping them engaged means that they’ll come to you first to give back when times are good.  

Take a step back 

It’s also worth making the time to review what went well with your Christmas fundraising and what you want to do differently next year. Then stick some reminders in your diary for your 2024campaign – it’ll be time to design those Christmas cards before you know it.