Maximizing Impact on Giving Tuesday

A Step-by-Step Guide

GivingTuesday is more than a day of donations—it’s a powerful opportunity for nonprofits to connect with supporters, share their mission, and spark change. In 2022 alone, U.S. nonprofits raised over $3.1 billion on GivingTuesday, reflecting a 15% increase from the previous year. With the right approach, your organization can bring in new supporters and raise funds to support your mission! 

Start with a Strong Plan

• Planning is essential for a successful GivingTuesday. Begin by setting realistic goals that align with your organization’s mission, whether fundraising, raising awareness, or community engagement.
• Create a timeline of actions leading up to the event. Include social media posts, email campaigns, and supporter reminders.
• Set clear goals, whether for reaching a specific fundraising amount, gaining new volunteers, or increasing monthly donors.

Tell a Compelling Story

Stories connect donors to your cause and make your mission come to life. Organizations like The Michael J. Fox Foundation have significantly used storytelling. Their Unselfie campaign encouraged people to share why they support Parkinson’s research, fostering a sense of community and personal involvement that led to nearly $400,000 in donations.

• Gather impactful stories from beneficiaries, volunteers, or team members. These firsthand accounts add a personal touch that statistics alone can’t provide.
• Use visuals like photos and videos to amplify your story. Visuals can evoke emotions and leave a lasting impression.

Engage with Supporters on Social Media

• Social media is a powerful tool for building excitement and driving engagement. Use platforms like Instagram, Facebook, and LinkedIn to update followers and thank supporters in real time.
•  To build momentum, share countdown posts, live updates, and stories throughout the day.
•  Use the GivingTuesday hashtag to expand your reach and join a larger conversation.

For inspiration, Enoch Pratt Free Library’s BookBowl campaign tapped into local sports fandom, creating a friendly competition that attracted significant community support. Think about ways you can engage your audience by tapping into something they care about—whether it’s local pride, a shared cause, or even friendly competition.

Partner with Local Businesses or Influencers

Collaborating with businesses or local influencers can amplify your reach. Consider approaching a company for a matching donation or partnering with a local celebrity to promote your campaign. 

Encourage Monthly Giving

One-time donations are great, but monthly giving provides ongoing support. GivingTuesday is an ideal moment to encourage recurring donations, as donors are more likely to give during a time when charitable giving is front of mind.

• Consider highlighting the benefits of recurring gifts, such as providing sustained impact, reducing fundraising expenses, and allowing your nonprofit to plan for the future.
• Make it easy for donors to set up monthly giving and demonstrate how these gifts make a continuous impact.

Thank Your Donors and Celebrate Successes

• A simple thank you can go a long way in building donor loyalty. Following GivingTuesday, make sure to show gratitude to your supporters through emails, social media shoutouts, or personalized notes.
•  Highlight the impact of their contributions by sharing how the funds raised will be used. 
•  Celebrating the campaign’s success and sharing the results helps donors feel part of the impact, encouraging them to support your nonprofit in the future.

With careful planning, storytelling, and a strong social media presence, your nonprofit can make the most of GivingTuesday. Draw inspiration from the successes of others—like The Michael J. Fox Foundation, Enoch Pratt Free Library, and Jewish Volunteer Connection—to craft a campaign that engages, inspires, and creates lasting change.

Take action now, and make this GivingTuesday your most impactful yet.