How to Run a Successful Giving Tuesday Campaign

Giving Tuesday is one of the biggest fundraising days of the year, and a strong plan can make all the difference. Here’s a step-by-step guide to maximize donations, engage donors, and build momentum through the end of the year.

1. Set Your Theme (August Planning)

Start planning early! In August, decide on a Giving Tuesday theme—something specific that aligns with your mission. Every ask should revolve around this theme. Some nonprofits use Giving Tuesday to raise funds for whatever they need most, while others choose a consistent message like:

Example: “Building Healthy Communities” – Every dollar you give helps provide [specific program or service] that strengthens our community.

Once you choose a theme, stick with it through Giving Tuesday and year-end giving for a cohesive message.

2. Create a 6-Week Build-Up Plan

Giving Tuesday isn’t just about one day—it’s about the lead-up. Start posting six weeks before Giving Tuesday, with one post per week for the first five weeks.

Social Media Schedule (6 Weeks Out)

Week 1: Announce Giving Tuesday and your theme.
Week 2: Share a story about how donor support makes a difference.
Week 3: Highlight a specific need or impact area.
Week 4: Announce a Matching Donor if you have one.
Week 5: Share a donor or community story to build excitement.

Pro Tip: Work with your social media team to create these posts, have them designed ahead of time, and include them in your e-newsletter.

3. Secure a Matching Donor (Game-Changer!)

Having a matching donor makes a HUGE impact on your campaign. Donors love knowing their gift will be doubled, and it creates more urgency to give.

Pro Tip: Banks LOVE Giving Tuesday because of the marketing exposure. Reach out to banks first. Other good options include major donors or corporate sponsors. The more matching gifts you have, the more social media content you’ll have to post (and the more dollars you’re bringing in)!

4. Plan Your Giving Tuesday Posts (ALL DAY Strategy!)

On Giving Tuesday, post every hour starting at 6 AM and keep your audience engaged all day long.

What to Post Each Hour:
Where You Are: Update donation totals & show progress.
Donor Shoutouts: Name and tag people who have given.
Matching Gifts: Remind people of any matching opportunities.
Urgency: “Help us hit our next goal before 12 PM!”

Pro Tip: Pre-commit one donor per hour. Make a list of donors who will give at specific times and confirm them ahead of time. The day before, send them a reminder email, and on Giving Tuesday, send a final email or text to confirm their gift. No matter what happens, you’ll always have something to post!

5. Use Email & Direct Mail to Boost Donations

Email Plan:

• Day Before Giving Tuesday: Send an e-blast to your list reminding them to give.

• Morning of Giving Tuesday: Send another email first thing in the morning.

• Post-Giving Tuesday: Send a thank-you email with the final total.

Pro Tip: If you can get in the media within two weeks of Giving Tuesday, it can increase donations. People need to see something 6-7 times before they take action. Consider using newsletter mentions, local newspaper articles, direct mail appeals, etc.

6. Make Your Giving Tuesday Page Match Your Campaign

For Giving Tuesday only, make your Donate Now page match your Giving Tuesday branding and messaging by use the same images and verbiage from your social media posts and keep the messaging consistent across your website, emails, and posts.

Pro Tip: This isn’t just for Giving Tuesday… this is true for ANY campaign—you always want your Donate Now page to reflect what you’re actively fundraising for.

7. Follow Up with Donors (Post-Giving Tuesday Wrap-Up)

When Giving Tuesday ends, don’t stop communicating!

The Next Day:
-Post on social media with final donation numbers.
-Send a thank-you email with total funds raised.
-Highlight impact stories and how donations will be used.

Why? This builds momentum for year-end giving!

A well-planned Giving Tuesday campaign can drive major donations, engage donors, and set the stage for a strong end-of-year giving season. Start early, stay consistent, and make every post count.