Making the Most of GivingTuesday

How Your Nonprofit Can Stand Out in a Crowded Field

It’s hard to believe, but GivingTuesday is just around the corner! Mark your calendars for December 3, 2024. For small nonprofits, GivingTuesday is an invaluable opportunity to kick off your year-end fundraising and connect with supporters. With over $3.1 billion raised in the U.S. in 2023 alone, Giving Tuesday has grown into a global phenomenon that inspires generosity and sparks community engagement. But with thousands of organizations vying for attention, how can your nonprofit stand out?

Here’s your ultimate guide to planning a successful GivingTuesday campaign that resonates with your audience and sets the stage for a strong year-end push.

What is Giving Tuesday?

GivingTuesday is a global day of giving that follows Thanksgiving, Black Friday, and Cyber Monday. It was created in 2012 to counterbalance the consumerism of the holiday season and focus on the spirit of generosity. Nonprofits all over the world participate by launching campaigns that encourage people to donate to causes they care about, volunteer, or simply spread acts of kindness.

Why Giving Tuesday Matters for Small Nonprofits

GivingTuesday isn’t just about raising funds—it’s about visibility, engagement, and building momentum. For small nonprofits, it serves as the perfect springboard for year-end fundraising, especially when 30% of all annual giving happens in December.

But here’s the kicker: it’s a noisy day.

Thousands of nonprofits send out appeals, so you’ll need to be strategic to ensure your organization stands out.

Strategies to Stand Out This Giving Tuesday

1. Craft a Unified, Human-Centric Campaign Think about your narrative. People give to people. Whether you’re raising money to support survivors of domestic violence, fight for climate justice, or provide access to healthcare, your story should be human-centered and specific. Highlight the real-world impact of a single person or community—give them a name, a face, and a voice.

   
   Action Tip: Build your campaign around one key individual’s story or a specific funding need. Make it personal and tangible. Combine storytelling across emails, social media, and your website to create a unified narrative.

2. Make Your Donors Feel Like Heroes Don’t just ask for money—show donors the power of their contribution. Remind them that their donation isn’t just a gift; it’s an opportunity to meet their philanthropic goals and support something they care deeply about. The best part? Every dollar they give contributes to something larger than themselves.

   
   Action Tip: Share updates on how past donations made an impact, and communicate clearly what this year’s donations will accomplish. Provide specific examples of how a $25 or $100 donation will be used.

3. Leverage Social Media with a Clear Call to Action #GivingTuesday is a social media movement as much as it is a fundraising day. You don’t have to be everywhere, but choose platforms where your audience is most active and lean into it. Use the official #GivingTuesday hashtag, create eye-catching graphics, and ask supporters to share your posts to amplify your message.

   
   Action Tip: Encourage your audience to create user-generated content. Ask them to share why they support your cause or how your organization has impacted them.

4. Thank Your Donors—Immediately and Often Let’s not forget the basics. Research shows that thanking donors within 24 hours increases retention and makes donors more likely to give again. Craft personalized thank-you messages, make phone calls, or send handwritten notes to show your gratitude.

   
   Action Tip: Set up an automated thank-you email to be sent immediately after a donation is made, but follow up with a personal touch within 24 hours. Better yet - assign a board member or team member to make immediate thank-you calls or texts after a donation is received. Have one team member focused on gratitude all day! 

5. Offer More Than Just a Donation Ask Don’t make your GivingTuesday campaign only about giving money. Ask your supporters to volunteer, share your posts, or sign up for your newsletter. Sometimes, the first step to a larger donation is just getting people involved. In fact, the bet way to stand out may be by NOT asking on this day and focusing on thanking your donors so they feel connected before your year-end fundraising appeals start hitting their inbox.

   
   Action Tip: Offer multiple ways to engage with your organization, whether it’s attending an event, signing a petition, or simply learning more about your mission.

6. Use Text Messaging for Direct Communication With inboxes overflowing on GivingTuesday, consider using text messaging as a way to connect more directly with your supporters. Text messages have a nearly 100% open rate, and most people read them within minutes. This immediate, personal form of communication can be a game-changer for driving donations on a busy day.

   Action Tip: Keep your text message clear and urgent to the day - “We only have [number of hours left] to raise [amount]! Every gift makes a difference! Consider giving [small amount] to help us reach our goal this GivingTuesday! [link]

Conclusion: Kick Off Your Year-End Push with Purpose

GivingTuesday isn’t just a one-day event—it’s the launchpad for your year-end fundraising strategy. With thoughtful planning and storytelling, you can engage your supporters, amplify your message, and build momentum for December. Remember, the key is to stand out by staying true to your mission and showing donors the power of their generosity.

Now’s the time to plan! If you haven’t mapped out your GivingTuesday strategy, let’s chat. Together, we can ensure your nonprofit is ready to make the most of this powerful day of giving.