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GivingTuesday Planning for Nonprofits

GivingTuesday offers your nonprofit a valuable opportunity to build on the momentum you generated during the weeks leading up to Thanksgiving. This global movement promotes generosity and invites donors to support causes they believe in. With a clear and structured plan, your GivingTuesday campaign can draw new donors and grow year-end revenue.

 

Start Planning Your Campaign with TrueSense as Your Guide

Stop brainstorming and wasting time with trial and error. Benefit from our experience helping other nonprofits craft effective and transformational GivingTuesday campaigns.

What Is GivingTuesday?

GivingTuesday falls on the Tuesday after Thanksgiving and marks a global moment of generosity. People from all walks of life join together to support causes that reflect their values. By taking part in this international day of giving, you give donors an easy and meaningful way to act on their generosity while advancing your mission.

Learn more about GivingTuesday

History of GivingTuesday

The movement began in 2012 and now inspires support from millions of people around the world. Organizers launched it to offer a positive alternative to the consumer focus of Black Friday and Cyber Monday. GivingTuesday now serves as a fundraising anchor for thousands of nonprofits during the critical year-end season. Reflecting on its history can help you shape your messaging and appeal to donors who already associate the day with generosity.

Why GivingTuesday Matters for Your Mission

Many nonprofits raise a large percentage of revenue during the final weeks of the year. GivingTuesday opens a window to connect with current supporters and invite new ones to your cause. This day also strengthens your base of support for future fundraising campaigns.

How GivingTuesday Can Boost Your Fundraising Tactics

GivingTuesday can amplify both revenue and reach using traditional tactics. For instance, GivingTuesday match offers create a tone of urgency (the end of the year is approaching), while peer-to-peer programs reinforce social proof (this is a worldwide movement of generosity) — both powerful catalysts for giving. These tactics also allow donors to invite others to give. As your reach grows, you draw more visibility to your mission and increase support that lasts beyond a single day.

How to Plan Your Nonprofit’s GivingTuesday Campaign

GivingTuesday is a major fundraising opportunity that all nonprofits should take part in, and having a thorough plan in place increases the likelihood of a successful effort.

Set Specific Campaign Goals

Articulate measurable, realistic goals. Whether you aim to grow donor counts, secure monthly gifts, or raise a specific amount, clarity helps you stay focused. With a defined target, you can track progress, adjust your strategy, and report success more easily.

Plan Ahead

Give yourself time to prepare. With enough lead time, you can create stronger appeals, coordinate across teams, and avoid last-minute stress.

Build a Timeline to Keep Your Campaign on Track

Outline deadlines for major milestones. Include email sends, social media posts, and donation page updates. Assign dates and owners for each step. This timeline helps your team stay accountable and confident as GivingTuesday nears.

Get Staff and Volunteers on Board

Your staff and volunteers bring energy, connections, and passion. Invite them to share campaign content, reach out to friends, and serve as public ambassadors for your cause. You can even ask volunteers make thank-you calls to donors on GivingTuesday. When your team rallies together, your message travels further and connects with more donors.

Craft a Message That Moves Donors

Show donors what you do and how they can help. Share real stories with specific details. Focus on how donations create change with a message that feels authentic, concise, and urgent. Many other nonprofits will be competing for donations on GivingTuesday, so it’s crucial for your nonprofit to stand out.

Best GivingTuesday Channels for Nonprofits

Use a mix of tools to reach donors wherever they are. Your website, email list, and social media channels should work together to drive visibility and donations.

Email

Write direct, compelling emails with strong subject lines and urgent calls to action. Segment your audience, and tailor messages based on past giving history. Include visuals and clear donation links.

Social Media

Post graphics, short videos, and testimonials that tell a story and invite others to share. Keep posts short, direct, and visual. Tag partners, and use relevant hashtags to boost your reach.

Website Assets

Keep your website focused on giving. Make your donation page easy to use and mobile friendly. Use banners and other visual cues to highlight GivingTuesday. Direct visitors to take immediate action without confusion or delay.

  • Donation Page
    Design a simple page with a clear call to action. Offer suggested donation amounts and options for monthly gifts. Make your form short and easy to complete. 
  • Lightbox 
    Use lightboxes to catch visitors’ attention when they land on your site. Point them to your GivingTuesday appeal or a match opportunity. Keep messages brief and action driven. 
  • Banners 
    Design banners that match your campaign theme. Include your goal, a short message, and a strong visual. Use these banners across your website and social channels to create a unified experience for your audience.

GivingTuesday Best Practices

Strong campaigns focus on people, not just money. Share results and stories throughout the campaign, not just at the end. Here are some more things to keep in mind:

Establish a Clear Goal

Have a goal for the day, such as the number of donors or amount of money raised. This creates urgency and encourages participation. You can even share updates about your organization’s progress toward reaching its goal throughout the day on social media and by email updates.

Add Matching Gifts to Amplify Support

Secure match pledges before GivingTuesday, and promote the match across every channel. Matches often lead donors to give more and act faster.

Prepare for a Surge in Activity

Test your website and donation form ahead of time to ensure that everything loads quickly and works on all devices. Prepare your team to handle higher email volume and social media messages.

Engage Donors Before, During, and After

Start early with teaser messages and save-the-date reminders. Then keep donors updated throughout the day on GivingTuesday. After the campaign, follow up with stories and results, and share how you will use the funds. This full-cycle communication helps build stronger donor relationships.

Thank Supporters Right Away

Send thank-you messages as soon as possible. A personal and sincere note helps donors feel seen and appreciated. Avoid generic messages.

Review Results, Identify Wins and Areas to Improve

After GivingTuesday ends, measure what worked and where you fell short. Track donations, clicks, shares, and page visits. Use this data to shape future campaigns. Hold a debrief with your team to document insights and capture ideas while the experience remains fresh.

Discuss Your GivingTuesday Plans with an Expert from TrueSense

Do you have questions about your GivingTuesday campaign? Let’s build it together. Contact us to talk with a strategist who knows what works and how to get results.