GivingTuesday 2025: A Story of Resilience and Community Power

The dust has settled on GivingTuesday 2025, and as we look at the result, we see a powerful story — not just of dollars and cents, but of resilience, empathy, and the collective will of our communities to stand up when it matters most. This fall’s government shutdown, paired with ongoing debate and uncertainty surrounding SNAP cuts, have created real fear and hardship for many families.  

“I’ll be honest: I was nervous about GivingTuesday this year. With the outpouring of support we saw during the government shutdown, I was anticipating a lighter turnout for this special giving day. What we experienced was honestly heartwarming. People continue to show up for their neighbors. This is a success story for food banks, absolutely, but it’s also a beautiful story about the power of community.” 

— Megan Carder, SVP and Managing Director, Food Banks, TrueSense Marketing 

For those of us in the nonprofit sector, GivingTuesday is a marathon. Afterward, we’re left with the critical task of understanding what happened.  

This year, we took a deep dive into the GivingTuesday performance of our food bank partners and discovered a fascinating shift: Growth wasn’t driven by deeper pockets, but by wider arms. 

“It was incredibly moving to see the impact of GivingTuesday across the food bank vertical. People kept showing up for families, seniors, and kids, while behind the scenes, the team and food bank staff gave their time, care, and energy to support their communities. Seeing both forms of generosity come together brought the impact to life in a shared, deeply human way.”

— Zulesky Aparicio, Integrated Strategy Director and Digital Marketing Lead, TrueSense Marketing

A Day for Community 

When we analyzed the year-over-year data for our food bank partners, the trend was undeniable. 

• Total gifts: Up by nearly 11% 

• Total revenue: Increased by more than 5% 

• Average gift size: Declined by 5% 

Despite government shutdowns and financial anxiety, people still care deeply. They may not have as much to give, but more of them are stepping forward to give what they can. 

“Despite funding cuts, the government shutdown, and instability overall, donors met the need with remarkable generosity over the last few months, including GivingTuesday. Nonprofits should use this moment to thank the donors in a way that ensures they feel recognized and appreciated.” 

— Katie Bartman, Senior Integrated Strategy Director, TrueSense Marketing 

This double-digit increase in gift volume emphasizes that our most successful path forward for giving days such as GivingTuesday is to invite more people to participate — no matter the size of their gift — and make the day truly about collective action and inclusion. 

Winning GivingTuesday Campaigns Had These Three Things in Common 

The averages tell one story, and the outliers tell another. Several of our partners saw explosive, triple-digit revenue growth. One food bank even had a 149% increase. 

How did this food bank do it? Solid strategy fueled by specific urgency. 

1. The power of the match: The food bank secured a compelling matching gift and made it the heartbeat of its campaign. 
2. Unmissable messaging: This food bank didn’t whisper — it roared across email, paid media, social, and print channels simultaneously. 
3. Specific urgency: It didn’t blend GivingTuesday into a generic “holiday appeal.” Instead, the campaign was treated as a critical, time-bound moment to make an impact. 

In contrast, campaigns that diluted the message or lacked that specific call to action struggled to gain traction with donors. To make your nonprofit’s appeal stand out in a crowded inbox, make it clear why your mission meets the donor’s philanthropic priorities. 

Six Takeaways from GivingTuesday 2025 to Apply to All Fundraising Campaigns 

1. Don’t look just for the big checks. Look for the big hearts.
2. Use dedicated days such as GivingTuesday to build campaigns that are accessible to everyone.
3. Be bold and clear in your communications. Remind your community that hunger is a crisis that we can solve together — one meal, one box, and one small donation at a time.
4. Focus on the value that each campaign delivers, and ensure that your message stands out in a crowded environment.
5. Prioritize strategies that build strong connections, foster trust, and highlight the tangible difference that every donor makes, regardless of their gift size.
6. Don’t be afraid to share your mission powerfully and show how every contribution, big or small, drives meaningful change. 

GivingTuesday 2025 results underscore what works in fundraising campaigns year-round: Purposeful, value-driven messaging, combined with clear and courageous outreach, will inspire donors to act.