example holiday card envelopes from Minted — Minted offers a variety of envelope options for your holiday cards. Photo credit: Minted website

Whether you call it a Christmas card or a holiday card, it's time to put “send holiday cards” on your nonprofit to-do list. Everyone loves the feeling of receiving a greeting card in the mail, right? It's fun to see the unique designs, read the personalized messages, and find a fun place to display them throughout the season.

And while many have dropped the practice of sending personal Christmas cards (it's been years since I sent them), many nonprofit organizations still prefer to send greeting cards yearly.

If your charity is considering sending cards and struggling to decide where to buy them, what to say inside, or who to include on your mailing list, this post is for you. So muster up some holiday spirit, and let's dive in.

Should nonprofits send Christmas cards?

Like most things, there’s not a simple yes or no answer to this question. However, there are some best practices I would recommend.

Start by asking yourself these five questions:

Do I have the margin in my schedule to select, buy, address, and mail holiday cards?
Do I have the data readily available to make sending holiday cards possible? (e.g., can I easily separate the addresses for those I want to mail to)
Is there room in the budget to send a quality card?
Can I still prioritize higher-priority items (e.g., fundraising) if I dedicate the time to this task?
Is there someone on my team that can help?

If you answered yes to all five questions, sending cards is likely a good idea. That doesn’t mean it won’t still require your time and attention, of course.

If you could only answer yes to a few of the questions, I recommend doing some research on the questions that garnered a no.

Is data the issue? If so, who can help you sort the data you have to make it work?

Is budget an issue? Can you consider a holiday postcard instead and save money on postage?

Want to send a special gift to major donors or board members? Packed With Purpose has the BEST gifts at affordable prices and lets you personalize the gifts!

Browse Packed With Purpose gift options

Should all donors receive a holiday greeting card?

Once you’ve decided to send holiday cards, the first decision to make is to determine your mailing list. Again, there’s no right or wrong option here. You should consider factors like budget, time, and precedent.

In general, the list should be narrowed down to a few general categories:

Current year donors and possibly anyone who gave in the last two fundraising years
Current board members (you can always add in those who have recently rotated off)
Current volunteers
Key corporate partners and contacts

Who should you leave off your holiday card mailing list?

Unless there’s a strong reason otherwise, it’s generally unnecessary to send cards to other nonprofit organizations.
There’s also no reason to mail to your entire database.

Is it okay to email a holiday card instead?

The question of whether or not it’s okay to email a holiday greeting is a decisive one. On the other hand, it’s a major cost and time saver. On the other hand, it can feel very impersonal and generic, and is unlikely to have the intended effect.

When done professionally and timely, a holiday e-card is a good compromise for organizations unable to spend the money or time on traditional holiday cards. When taking this route, ensure that you are not including other news, announcements, or solicitations in the email. Keep it to holiday greetings only!

What should I write inside our nonprofit holiday card?

Most holiday cards come pre-printed with a message, so an additional primary message is probably unnecessary. However, I recommend adding at least one or two hand-written sentences inside the card. Otherwise, your card comes across as very generic and impersonal.

If you need ideas on how to customize your holiday card with a personalized message, here are three sample holiday card messages for nonprofits.

Three sample holiday card messages for nonprofits

For donors..

This holiday season, we want to say thank you. Your support helps us [specific mention of what you do and who you do it for]. We’re truly grateful. Happy Holidays to you and those you love.

For volunteers...

This holiday season, we want to say thank you. Your commitment of time has made a significant impact on our organization, and we’re truly grateful. Happy Holidays to you and those you love.

For corporate partners

This holiday season, we want to say thank you. Your company’s commitment to furthering our mission significantly impacts how we can serve [audience here]. Wishing you a very happy holiday season.

Best Practices for sending holiday cards

Be sensitive to the fact that many do not celebrate Christmas. It’s typically best to keep your messages to “holiday themes” so that it encompasses all faiths.
Don’t use generic stamps or terrible labels on your cards. If you’re taking the time to send cards, it’s best to hand-address them and use live stamps. Otherwise, the sentiment really gets lost.
Don’t just sign your name. Send a personalized card to each recipient.
Never ask for a monetary donation in your holiday card. End-of-year giving is critical, but it shouldn’t be mixed with a holiday greeting.
Skip the generic cards that look and feel cheap. You don’t have to splurge, but professional quality cards make a better impression.

Common questions about sending holiday cards

Most people recommend sending your holiday cards immediately after Thanksgiving.
Similar to any direct mail campaign, your holiday card budget will include the cost of the cards (this will vary depending on your design choices and quantity) and postage. The envelope is almost always included but can be embellished for additional cost. Cards from Minted range from $1.20 per card up to $2-3 per card.
A quick Google search for holiday greeting cards returns overwhelming results. However, my preference has always been to order holiday cards with Minted.
Minted has a fresh take on greeting cards, curating designs from global artists and featuring completely unique designs not found anywhere else. It’s a community-driven marketplace. From their DEI declaration and practice to their sustainability pledge (100% of their packaging is recyclable), the company is simply fantastic.
They offer a full line of greeting cards and their holiday cards are all stunning.