Holiday Marketing with Heart: How Authors Can Give Back and Grow Their Audience

For many in our community, this holiday season feels different. The government shutdown has left thousands without paychecks, and essential programs like SNAP benefits are on hold. Families are struggling to make ends meet, even as the holidays approach—a time that’s supposed to bring comfort and connection.

In moments like these, writers have a unique opportunity to lead with generosity. Books have always been more than entertainment—they’re a source of hope, empathy, and reflection. As authors, we can use our platforms not only to sell stories, but to build community and inspire compassion.

This year, consider how your holiday marketing can do both: share your work and give something meaningful back.

Give Back, Authentically

When times are hard, authentic generosity stands out. Readers connect deeply with authors who show they care about more than sales.

Here are a few ways to integrate giving into your holiday marketing plan:

Host a “Books for Good” Sale: Donate a portion of every book sold in November or December to a local food pantry, animal shelter, or literacy program. Even 10% of sales demonstrates community spirit.
Bundle for a Cause: Offer a signed book paired with a local product—coffee, tea, or handmade gifts—and share proceeds with a community partner. It supports multiple small businesses and draws new audiences to your work.
Match Reader Generosity: Encourage readers to show proof of a donation to a local charity and reward them with a free bookmark, signed bookplate, or digital short story.
Partner with Local Organizations: Team up with a library, nonprofit, or bookstore for a charity reading event or signing. Collect canned goods, warm clothing, or pet supplies as admission.
Use Your Voice: Use your newsletter or social platforms to spotlight local causes and share the work of others doing good. Words have power—and authors can use that power to direct attention to need.

Share Your Platform

Holiday marketing works best when it feels like community, not competition. Highlight fellow authors or local artisans in your posts and newsletters. Create a “Shop Local, Read Local” list featuring New Hampshire writers whose books make great gifts. Tag them, cross-promote, and show readers that supporting one local author means supporting an entire creative network.

Readers are craving connection and purpose this season. When they see authors who collaborate and give back, it strengthens trust, loyalty, and long-term relationships.

Join the NHWP Author Holiday Showcase

The New Hampshire Writers’ Project’s Author Holiday Showcase is a chance for members to put these ideas into action—sharing their work, connecting with readers, and celebrating creativity in community.