Should your nonprofit lean into Halloween (or any other holiday)?

I’ll admit it: Halloween is one of my favorite holidays. Costumes, candy, creativity — what’s not to love? But here’s the thing: not every nonprofit should try to wedge Halloween (or any holiday) into their marketing or fundraising.

For some, it’s a slam dunk. Pet rescues? Cue the adorable photos of dogs in pumpkin outfits. Children’s programs? Snapshots of trick-or-treat fun are basically donor magnets. Holidays like Halloween fit seamlessly with their mission and community.

But for others, it can feel…off. A serious human services agency might risk alienating supporters if they suddenly pivot to “spooky season” memes. 

And one of the clearest missteps I’ve seen? 

When secular agencies align themselves with the holidays of one particular religious belief system, ignoring the wide spectrum of beliefs held by their community. 

That’s a fast way to make some supporters feel unseen. (Ask me about fielding calls from angry donors who couldn’t attend the agency’s most important event because it fell on a major religious holiday. I’ve seen it all.)

The larger point: holidays work when they’re an authentic extension of your mission and culture. They give you a chance to show warmth and personality, but only if it makes sense for your audience.

So, before you pop a witch hat on your logo, pause and ask: does this align with what our community expects from us? If the answer is yes, go for it. If not, don’t force it. 

You’ll be better served by focusing on gratitude and mission-driven storytelling that connects in a real way.

Authenticity beats gimmicks every time. Even at Halloween. 👻