How Nonprofits Can Make the Most of Giving Tuesday

Over the years, Giving Tuesday has become a powerful platform for generosity. With billions donated by millions of supporters, it’s the ultimate opportunity for nonprofits to tap into the spirit of giving.

Giving Tuesday is fast approaching, so it’s more important than ever to have a strategy that sets your organization up for success. We’ve answered common questions so you can make a meaningful impact this Giving Tuesday.

Let’s dive in!

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When do nonprofits start planning for Giving Tuesday?

Most nonprofits start planning for Giving Tuesday a few months in advance. The earlier you start planning your Giving Tuesday campaign, the more your organization will benefit from participating.

Giving Tuesday is more than a single day – it requires months of careful planning, communication, and engagement to ensure the smooth running of your campaign. Better yet, maximize your efforts with long-term planning and goals so your team can benefit all year long from giving days.

In the months leading up to Giving Tuesday, your nonprofit should establish goals and objectives while reviewing past campaign performance. Identify successful strategies and areas for improvement to make this year’s campaign more effective.

Communicate clear goals with your internal team, this includes:

  • Financial budget
  • Marketing plan
  • Donation page
  • Matching gifts strategy
  • Brand and storytelling

Don’t be afraid to engage volunteers to help you make the most of Giving Tuesday. They can help you brainstorm campaign ideas and leverage their social networks to spread awareness for your cause.

Ramp up the excitement among donors and volunteers through:

Targeted email campaigns

  • Direct mail
  • In-person events
  • Giving Tuesday donation page
  • Social media

Remember, the earlier you plan, the more time you give your organization to connect with internal and external teams to maximize your presence for Giving Tuesday.

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How do you set up a Giving Tuesday donation page?

Get ready to participate in a global generosity movement with an eye-catching donation page that provides donors with a seamless giving experience.

Here is a five-step guide to building your donation page:

  • Choose a seamless platform: Invest in online software that meets your needs and exceeds your donors’ expectations.
  • Craft a compelling story: Share your mission and the value of donations and explain why donors should support your cause.
  • Customize your donation page: Design a user-friendly site with prominent calls-to-action, varying donation levels, brand logos and colors, and more.
  • Ensure payment security: Build trust among new and current donors with a secure and optimized donation process that meets full PCI compliance.
  • Activate and promote: Test your donation process to ensure it runs smoothly, then share with your network.

With a one-stop-shop online giving page, your supporters can learn exactly what your organization’s goals are, how they can get involved, and what sets your Giving Tuesday campaign apart. Then, they easily donate from anywhere.

How can a nonprofit stand out on Giving Tuesday? 

Creating a strong social media campaign will help you stay top of mind among donors during this Global Day of Giving. Leverage your donation page to drive supporters to a single location from every marketing channel you choose to use. 

There are social media templates to help you get started to ensure you communicate with your donors wherever they are. There’s no denying the power of social media, so be sure to include the following in your strategy: 

  • #GivingTuesday: Use this hashtag to boost your online presence.
  • Campaign hashtag: Create a hashtag related to your campaign to streamline your supporters’ activity.
  • Videos or photos: Avoid stock imagery to prioritize relatable, impactful visuals of your mission. 
  • Donation link: Always include the link to your donation page across platforms. 

To elevate your Giving Tuesday campaign, incorporate countdown posts to build anticipation or gamification for healthy competition to grow donations. 

Consider the following to stand out on social media: 

  • Peer-to-peer campaigns: Make it easy for your donors to create their own personal fundraising page to share your Giving Tuesday information with their networks and raise funds on your behalf. 
  • Matching gifts: Double the impact of each contribution by securing a match. If a loyal supporter is already planning a large donation, they’re the perfect candidate for a matching gift! 
  • Additional engagement and revenue: Include a raffle or silent auction to boost donor participation in your campaign. 

Your organization’s goal is to be creative and get your supporters excited to amplify your impact. Don’t forget to update your community before, during, and after your Giving Tuesday campaign.  

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Are donations doubled on Giving Tuesday?

While donations are not automatically doubled on Giving Tuesday, your organization can secure a match to entice donors to give more.

Matching gifts are a great asset during Giving Tuesday and can help your nonprofit surpass your fundraising goals. The key to making the most of Giving Tuesday is uniting your supporters to work together towards your goal.

And what better way is there to rally supporters than by letting them know their contributions will be doubled?! You can either secure a valuable donor to match a certain amount, or you can motivate donors to request a matching gift from their employer

With the right software, you can emphasize matching gifts throughout your donors’ journey.

Here are a few ways to promote a matching gift using software:

  • Banners: Emphasize that your donors’ impact will be doubled at the top of your donation page.
  • Messaging: Include a message during the donation process to motivate donors to increase their gift amount.
  • Video: Express the difference your supporters can make or why a donor chose to match your cause by adding a video to your giving site.
  • Storytelling: Share a few words on why your mission matters and the story beyond your cause.

How can we sustain donor engagement after Giving Tuesday?

The first thing you want to do after Giving Tuesday is to thank your donors for their contributions. Go beyond the usual appreciation email and consider sending a handwritten letter or appreciation video. A unique thank-you will help you stand out with donors, so they are more likely to remember and engage with your organization again.

Your Giving Tuesday momentum can help you reach fundraising goals through the end of the year. Maintaining an active social media presence beyond Giving Tuesday will help you stay connected!

Sometimes, donors may not know how to get more involved with your organization, so be sure to remind them of the many opportunities to engage with your mission. This could be offering them to become a:

  • Volunteer
  • Board member
  • Committee member
  • Sponsor/partner

Consider inviting major donors to an event or a tour of your organization to help build and sustain personal connections. Consistently communicating with donors will help you keep them engaged even after a day full of giving.

Launch your Giving Tuesday Campaign

Once you have your campaign planned out and your donation page ready to go, you can amplify your mission for a greater impact this Giving Tuesday.

Check out other helpful resources to harness the power of giving days:

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