A Guide, Not a Rulebook
Many members of the Armed Forces community face increased financial pressures during the festive season, meaning activities such as pantomimes, Christmas shows and family experiences may be out of reach.
Providing access to a festive show, theatre experience or Christmas performance can be a wonderful way to create positive memories, reduce barriers to participation and provide a little extra Christmas cheer.
This guide is designed to support branches considering offering tickets as part of Operation Christmas Cheer.
There is no single "right" approach. You may secure donated tickets, negotiate discounts, subsidise attendance or simply help people access an experience that might otherwise not be possible.
Below is a downloadable/printable easy to follow version of this guide.
At a Glance: The Key Decisions
Before you begin, consider:
- What type of experience do you want to offer?
- How many people can you support?
- What is your budget?
- Will tickets be funded, subsidised or self-funded?
- How will tickets be sourced?
- Who is the target audience?
- How will places be allocated?
- Will transport support be required?
- Is there anything additional you'd like to provide?
Decide What Experience You Want To Offer
Whilst pantomimes are often the most popular Christmas option, there are lots of festive experiences branches may wish to consider:
🎭 Pantomimes
🎭 Christmas theatre productions
🎭 Amateur dramatic society performances
🎶 Christmas concerts
🎵 Carol services
🎬 Cinema screenings
🎅 Santa experiences
🎡 Christmas attractions
✨ Christmas light trails
🏰 Historic house Christmas events
🎄 Seasonal family experiences
Sometimes smaller community productions may be more willing to support local charities than larger commercial venues.
Decide How You Will Fund The Tickets
There are several options available.
Fully Funded
The branch covers all costs.
Guests attend free of charge.
Subsidised
The branch contributes to the cost and attendees pay a reduced amount.
For example:
- Ticket price £25
- Branch contribution £15
- Attendee contribution £10
Donated Tickets
Some venues may offer:
- Complimentary tickets
- Community tickets
- Charity allocations
- Preview performance tickets
- Last-minute unsold tickets
Discounted Tickets
Many theatres and attractions offer group discounts.
Some venues may provide:
- Discount codes
- Charity rates
- Group booking rates
- Community partnership schemes
Always ask.
The worst they can say is no.
Approach Local Venues
Potential organisations to contact include:
- Theatres
- Arts centres
- Amateur dramatic groups
- Cinemas
- Visitor attractions
- Christmas experiences
- Local councils
- Event organisers
Questions to ask include:
- Do you offer charity ticket schemes?
- Are complimentary tickets available?
- Are group discounts available?
- Do you have any community engagement programmes?
- Can tickets be donated or sponsored?
- Are accessible tickets available?
- Is there a booking deadline?
Template emails are available within the Operation Christmas Cheer Toolkit. Template Emails | Branch handbook | SSAFA Volunteer Knowledgebase
Decide Who You Want To Support
You may wish to focus on:
🎄 Families
🎄 Children
🎄 Veterans
🎄 Serving personnel
🎄 Beneficiaries
🎄 Individuals experiencing isolation
🎄 Breakfast club attendees
🎄 Members of local Armed Forces community groups
Or a mixture of all of the above.
Think about who would benefit most from the experience.
Decide How Places Will Be Allocated
Potential approaches include:
Nominations
Places are nominated through:
- Caseworkers
- SSAFA Services: i.e Regional offices, Mentoring, FANDF
- SCT’s
- Partner organisations
- Veterans' hubs
- Breakfast clubs
Invitation Only
Useful when tickets are limited.
First Come, First Served
Suitable when larger allocations are available.
Ballot System
Useful for very high-demand events where availability is limited.
Family Group Allocations
Rather than allocating individual tickets, branches may wish to allocate:
- Family tickets
- Parent and child tickets
- Household allocations
Booking Arrangements
Depending on the venue, there are several options.
Branch Managed
The branch purchases tickets and distributes them directly.
Discount Codes
Some venues may provide a code which beneficiaries use at the box office or online.
Reserved Seat Allocation
The branch reserves a block of seats and distributes these to attendees.
This can help attendees feel part of a shared SSAFA experience.
Direct Booking
Attendees book directly with the venue once approved.
Things To Consider:
- Are seats together?
- How will tickets be distributed?
- Are digital tickets acceptable?
- What happens if somebody can no longer attend?
- Is there a waiting list?
Transport Considerations
For some people, transport may be a greater challenge than securing tickets.
Consider:
- Taxi support
- Community transport
- Lift sharing
- Public transport links
A fantastic opportunity has limited impact if people cannot get there.
Accessibility
When discussing tickets with venues, remember to ask about:
- Wheelchair spaces
- Accessible seating
- Access requirements
- Companion/carer tickets
- Hearing support
- Relaxed performances
Many venues can provide support if asked in advance.
Creating a little extra Christmas Magic
Some branches may wish to add an extra touch.
Ideas include:
- Small goodie bag
- Selection box
- Hot chocolate sachet
- Christmas card
- Programme or activity sheet
- Branded SSAFA festive message
- Meet and greet point hosted by volunteers
If all attendees are attending the same performance, consider having a volunteer present to:
- Welcome attendees
- Hand out small gifts
- Assist with questions
- Act as a point of contact
This can help create a stronger sense of community and belonging.
Managing Expectations
It is important to communicate clearly:
- Which performances are included
- Whether travel is included
- Whether refreshments are included
- Any age restrictions
- Booking deadlines
- Cancellation arrangements
Being clear from the outset helps avoid disappointment.
Top Tips
- Ask early. Christmas performances often sell out quickly.
- Don't overlook small local theatres and amateur dramatic societies.
- Consider family allocations rather than individual tickets.
- Think about transport from the outset.
- Check accessibility arrangements early.
- Be clear about what is and isn't included.
- Have a waiting list ready.
- Add a small festive touch if resources allow.
The Most Important Thing
For many families, children and individuals, attending a festive show can create memories that last long after Christmas has passed.
Whether you're providing two tickets or two hundred, creating an opportunity for someone to enjoy a festive experience they may not otherwise have been able to access can be a wonderful way to spread Christmas cheer and strengthen connections within the Armed Forces community.
Example 1: Branch-Funded Pantomime Trip
A branch allocates £1,200 to purchase tickets for a local pantomime.
The branch secures a charity group rate from the theatre and purchases 40 tickets.
Caseworkers, the Regional Office and local veterans' breakfast clubs help identify families who may benefit.
A volunteer attends the performance to welcome guests and provide each family with a small Christmas goodie bag containing a Christmas card and hot chocolate sachets.
Example 2: Donated Community Tickets
A local theatre offers the branch 20 complimentary tickets for a community performance.
The branch works with local breakfast clubs and community partners to identify recipients.
Tickets are distributed digitally.
As no travel or refreshments are included, this is clearly communicated to attendees when the tickets are issued.
The branch provides a waiting list in case any tickets become available.