GivingTuesday isn’t just a day; it’s a global movement that champions generosity, unity, and collective impact. What started as a modest initiative at New York City’s 92nd Street Y’s Belfer Center for Innovation & Social Impact has now evolved into a worldwide phenomenon. Today, GivingTuesday stands as an independent nonprofit. It inspires millions across the globe to give, collaborate, and celebrate the power of generosity.
The movement aims to redefine generosity as an expression of mutuality, solidarity, and reciprocity. As nonprofits and individuals rally to make a difference, the potential for change is limitless, but standing out in this growing movement is the key to success.
Why is GivingTuesday crucial for nonprofits?
The potential impact of GivingTuesday on donations and visibility is significant. In 2014, nonprofits raised nearly $46 million during GivingTuesday, according to Indiana University’s Lilly Family School of Philanthropy estimates in partnership with the Case Foundation. This marked an increase from the $28 million raised the previous year in 2013.
By 2023, GivingTuesday had grown more, with the GivingTuesday Data Commons estimating that donations in the U.S. totaled $3.1 billion.
Since its inception in 2012, the movement has generated over $13 billion globally. As awareness of GivingTuesday and the generosity movement continues to rise, nonprofits must seize the opportunity to distinguish themselves amidst increasing participation.
Strategic Preparation for GivingTuesday
A successful GivingTuesday requires a well-thought-out plan with the backing of your organization. It may seem daunting, but by following these steps, you’ll be prepared.
Setting Clear Goals
As you rev up for GivingTuesday this year, reflect on how much was raised during last year’s campaign, identifying any trends or areas for improvement. Were there spikes in giving at particular times or from specific groups? What methods or channels (email, social media, etc.) drove the most donations? Take time to learn about how your donors prefer to interact with you the most and lean into that, not just about what’s easiest for you. Based on your performance of the previous year, set targets for fundraising and donor engagement; once you identify where and how you want to improve, your team can hone in on those efforts and decentralize the methods that didn’t have a return on investment.
Building a Compelling Campaign Message
You have just one day to capture a potential supporter’s attention and make a lasting impact. Think about the kind of message that grabs you—what would make you pause and engage when many organizations are vying for your attention?
For GivingTuesday, make your message stand out using several key elements: eye-catching visuals or a short, impactful video, a heartfelt message either from you or someone directly impacted by your work, and a clear connection between the donation and its tangible outcome (e.g., “$50 can provide a week of meals for a family in need” or “$1 donated = 1 book to a child in need”). Keep it simple, direct, and full of heart. This is your chance to pull on those heartstrings and motivate people to act!
Creating a Detailed Action Plan
So many different planning elements need to take place leading up to the big day, and cross-collaboration among your development team and communications team will be crucial for the successful implementation of the campaign. Start planning in late summer or early fall to allow ample time to strategize and build momentum. Regular coordination between the development and marketing teams is essential to ensure alignment as your organization prepares for GivingTuesday and end-of-year fundraising. By working together and following a clear, organized plan, your team can maximize engagement and impact during—and beyond—GivingTuesday.
Essential Elements to Have Ready for GivingTuesday
Once you have your plan, it’s time to ensure you are ready to execute it. Be sure your donation pages and content are ready to go!
Optimized and Secure Donation Pages
A crucial component of any fundraising campaign, whether for GivingTuesday or other causes, is a user-friendly and secure donation page. Not only should your donation page be simple and easy to navigate, but it also needs to prioritize security to protect your donors’ sensitive information.
Ensure that your donation pages are clear and concise with well-defined calls-to-action, intuitive design, and multiple payment options for convenience. Trust is key—donors need to feel confident that their personal and financial information is safe. To achieve this, make sure your entire site, especially your donation pages, are secured using HTTPS, the latest encryption methods, and regular security audits. Implement PCI-compliant payment processors and display trust badges or security certifications to reinforce donor confidence.
Additionally, consider using two-factor authentication for account creation or log-ins, and always follow best practices for data protection, including using secure servers and encrypting stored information. Ensuring the privacy and safety of your donors’ information not only prevents security breaches but also fosters long-term trust and loyalty.
Engaging Content and Marketing Materials
To execute a standout GivingTuesday campaign, it’s all about using social media, email, and your website to engage and inspire your supporters. Start with social media—use attention-grabbing content and graphics to show the real impact of your work. Keep the excitement going with countdowns, donor challenges, and live updates throughout the day.
For your email campaigns, personalize your messages to connect with your audience’s past involvement, create a sense of urgency, and show exactly how their donation will make a difference. Consider segmenting your audience based on past engagement trends to ensure your message hits the mark for everyone who receives it. On your website, make sure your donation page is easy to use, mobile-friendly, and features a real-time progress bar so donors can see how close you are to your goal. Across all channels, sharing stories and testimonials from those you’ve helped will remind supporters why their contribution matters. With these methods working together, you can create a holistic and engaging experience that encourages people to take action and give.
Innovative Ideas and Successful Strategies from Other Nonprofits
By leveraging the latest fundraising trends and technologies to boost engagement and getting creative with community engagement, you can capture the attention of your supporters and get people excited to join in on the effort.
Interactive and Community Engagement Ideas
Boosting engagement on GivingTuesday doesn’t have to be complicated—it’s all about uplifting your mission and involving your supporters! Work with your marketing team to craft emotional, shareable messaging packets that supporters and volunteers can repost across social media and share with their connections, making it easy for them to spread the word. Get your volunteers and team members involved by asking them to share why they love your organization on their social platforms, with a link to donate.
Challenge your loyal supporters to interact online by answering a fun question about your organization on social media, like “What’s one word that describes us and why?” Encourage your supporters to share personal stories of what your organization means to them, offering an opportunity for a peer-to-peer fundraising moment. And don’t forget, people love to hear that their gift could go even further! A GivingTuesday donation match can double the impact and is a great way to recognize a loyal donor while inspiring new ones to give.
Real-Life Example of a Successful GivingTuesday Campaign
First Book’s annual Give A Million campaign kicks off each year on Giving Tuesday, marking the beginning of the powerful end-of-year push many nonprofits face. The goal is ambitious yet simple: donate $1, and one book goes directly to a child who needs it. By the end of the year, the goal is to give 1 million books.
Thanks to match sponsors, this impact is amplified, making each dollar stretch even further. Launching on GivingTuesday is a strategic move for First Book—this single day of generosity can account for 7.5% to 25% of their year-end goal of distributing 1 million books. It’s a day where individual acts of giving combine into something truly monumental, sparking the momentum needed to carry their campaign to success by year’s end.
Tools to help with GivingTuesday
Social media is a powerful tool for spreading your message and engaging with the public, but you need a well-optimized destination to convert that engagement into action—like donations. A dedicated donation page, especially one tailored for GivingTuesday, can create a sense of urgency and timeliness, helping you stand out during this key giving period.
To ensure consistency in your branding and campaign messaging, consider setting up a GivingTuesday-specific donation page with RaiseDonors. It offers flexible options, allowing you to create a custom URL or embed a pop-up or slider directly on your website. This makes it easier for donors to contribute without leaving the page.
RaiseDonors also provides real-time insights into your campaign’s performance, with features like a progress bar and gift count that let you track donations at a glance. This data is invaluable for refining your social media and email outreach to keep the momentum going until you reach your fundraising goal.
Post-GivingTuesday follow-up is just as crucial as the donations themselves. For many, this event brings in new donors, and keeping them engaged is key to building long-term support. With email automation through Virtuous, you can easily nurture these relationships. Set up an automated series based on donor behavior, like new donors or specific gift types, and ensure you have a thoughtful GivingTuesday welcome series ready to show gratitude and share more about your mission.
Final Tips and Best Practices
As you approach this GivingTuesday, remember these final tips for a successful campaign. Stay on top of your progress by monitoring donations and engagement in real-time, and be ready to adjust your strategy if needed.
After the big day, follow up with a genuine thank you to your donors, showing your appreciation and solidifying relationships. Donors love to see that their contributions are helping you reach your goals—so don’t forget to provide a post-GivingTuesday update to everyone who participated in the big day.
Finally, take time to evaluate your GivingTuesday campaign’s performance and identify areas for improvement as you head into end-of-year fundraising and beyond.
Want to dig deeper? Watch our latest webinar, Leveraging Marketing and Donation Platforms to Achieve Results this GivingTuesday to learn more.
