What is Giving Tuesday?
Giving Tuesday is a global day of giving that takes place each year on the first Tuesday after American Thanksgiving.
Launched in 2012 as a response to the consumerism of Black Friday and Cyber Monday, it encourages people to come together in the spirit of radical generosity.
Once a grassroots initiative, this movement has grown into one of fundraising's biggest single-day events of the year, shattering donation records with over $3.1 billion raised last year alone.
This year, Giving Tuesday takes place on December 3rd, 2024. With proceeds expected to surpass $3.45 billion, this is a crucial opportunity for your nonprofit to raise funds and awareness.
Set Your Goal
Early planning is essential to making the most of this generous day of giving.
Begin by setting a clear, realistic Giving Tuesday objective. Focusing on one well-defined goal will allow you to direct your time and energy where it matters most.
To help you get started, here are a few key objectives to consider:
Be SMART
Once you’ve set your goal, refine it using the SMART method. This approach will provide you with a clear objective to work toward and a focused message to communicate to donors:
- Specific – What exactly do I want to achieve?
- Measurable – How will I measure success?
- Attainable – Is this goal realistic and achievable?
- Relevant – How does this goal support my larger objectives?
- Timely – What is the deadline for reaching this goal?
Print out our SMART template below to craft your own Giving Tuesday goal!
Get The Word Out
With your goal in place, it's time to spread the word. An email campaign is a highly effective way to engage donors and can stand alone or be paired with other strategies.
Start building momentum a few weeks in advance by teasing your Giving Tuesday campaign. If you're short on time, send out an email to supporters as soon as possible. Your messaging should include:
- The goal of your campaign
- The impact donors will make by participating
- Clear instructions on how and when to take action
- A heartfelt thank-you to your supporters
- A bold, clear call-to-action button
✨ Quick Tip:
Include a calendar link in your email that sends an automatic reminder to donors. Ensure it provides easy-to-follow instructions and includes a direct donation link for seamless giving on the big day.
Cheat Sheet: When To Send
Frequent communication is key to reaching your audience. Keep donors in the loop with regular Giving Tuesday email updates in the weeks leading up to the event:
- End of October: Announce your participation by email
- 1 - 2 Weeks Out: Schedule emails reminding donors of the big day
- Holiday Weekend: Send out communications on Black Friday and Cyber Monday
- Giving Tuesday: Send your appeal with a clear call to action like DONATE NOW
- The Day After: Thank donors for their support
✨ Quick Tip:
Use Out-of-office auto-replies to highlight your Giving Tuesday efforts. Be sure to include donation links or any relevant instructions for readers.
Matching Gifts
Want to take your Giving Tuesday to the next level? Matching gift campaigns are one of the most successful ways to incentivize donations and can be pulled off effectively even on a tight schedule.
According to the data, 84% of donors are more likely to contribute to a matching gift campaign than a regular one. They also donate 50% more on average because they feel they’re making twice the impact.
How to Run a Matching Gift Campaign:
- Announce your Match Campaign by email, social media, and on your website
- Provide a clear link to DONATE in each call to action
- Emphasize the impact that matched gifts will have
- Use compelling and emotional messaging like “double your impact”
✨ Quick Tip:
No time to plan a matching gift campaign from scratch? No problem. Fundraising Expert Alyssa Conrardy suggests getting approval from your board to use any existing donation pledges as the basis for your Giving Tuesday match:
If you have 10 board members and each is committed to giving $5,000 this year, you can say your board will match every donation made on Giving Tuesday, dollar-for-dollar, up to $50,000. Some boards even get so excited about these match campaigns that they agree to increase their match during the day on Giving Tuesday if the match cap is met.
Buy-Now, Raise More
Buy-Now items are a powerful fundraising tool, especially when you're short on time. This strategy allows donors to purchase auction items at a fixed price, with your organization keeping the proceeds.
Take our luxury travel experiences as an example. For a nonprofit cost of just $1,500 you can offer your donors an unforgettable stay at a lavish, all-inclusive resort in the tropics. By setting the buy-it-now price at $2,500, you instantly raise $1,000 for every trip sold!
The key is to offer highly appealing, exclusive items that resonate with your donors. Auction travel packages are an ideal choice, with hundreds of lavish trips to choose from, no upfront costs, and no procurement necessary.
Plus, your organization keeps every dollar raised above the nonprofit price and will never owe money if the experiences don't sell.
An added bonus? Your donors' annual travel budget now goes toward supporting a great cause.
Year-End Launch
Has all your time and effort been focused on your end-of-year fundraising campaign? Take advantage of Giving Tuesday as the perfect launch pad for your holiday appeal.
Rather than treat each event separately, a year-end launch strategy combines the hard work you’ve already done with the unstoppable momentum of a global day of giving.
How to Launch Your Year-End Appeal
- Announce the launch of your holiday fundraising campaign across all platforms on Giving Tuesday
- Add Giving Tuesday logos and branding to your existing communications and web pages, then swap them for holiday branding after the event
- Rally supporters around a one-day goal by treating it as the first step in your larger holiday appeal
- Tweak your website and donation copy to highlight how Giving Tuesday gifts will help you achieve your year-end goal
- Use a single campaign name to unify both events, like “30 Days of Giving”, “The Season of Generosity”, or “Hope for the Holidays”
Be More Social
Giving Tuesday grew out of an online movement, so social media plays a crucial role in this event. TikTok, Instagram, and Facebook are powerful ways to share your campaign and make valuable impressions.
Set Up Direct Donations
Facebook: Take advantage of Facebook’s fundraising feature. Facebook Donation Account lets your supporters donate directly to your cause via your Facebook page with zero processing fees.
Instagram: With a Facebook Donation Account set up, you can also create a fundraiser directly through your Instagram profile, stories, or live stream.
What to Post
While sharing your fundraising goal is important, social media is all about connecting with your audience.
Create positive, fun, and shareable posts—your donors are more likely to repost engaging content than direct donation appeals. Remember, not everyone can give. But having your message shared across hundreds of pages can have a huge impact!
Giving Tuesday Social Media Campaign Ideas
Here are some fun and easy ideas to jumpstart your campaign:
- Support: Ask your followers to post an Unselfie sharing why they support your cause. Reshare their photos with the hashtag #unselfie!
- Impact: Show how donations make an impact with inspiring stories, photos, and videos of your cause in action
- Appeal: Use social media to run a fund-a-need. Create urgency to reach that goal in 24 hours and share updates on your progress
✨Quick Tip
Start posting on your social channels at least one week before the big day. This creates momentum and helps you reach a broader audience.
Members of the LuxGive team share their Giving Tuesday #unselfies in support of local causes
Free Giving Tuesday Graphics
Don’t have time to create high-impact visuals from scratch? Use Giving Tuesday graphics to create beautiful images in no time:
Giving Tuesday images and templates
✨Quick Tip
Take advantage of Giving Tuesday Instagram stickers to make your posts pop. Simply create a new Instagram story, click the sticker icon, then type @GivingTuesday in the search bar!
Check Your Tech
With only 24 hours to make the most of this event, it's crucial that your donation platform runs smoothly. Page crashes or processing delays can mean a loss in critical donations. To prepare for the big day:
- Make sure the DONATE button is clear and visible on your page
- Verify that your donation page is working on both web and mobile
- Test payments to confirm they’re going through
- Check your donor CRM to ensure proper tracking of donor records
- Ensure donors are getting donation receipts
Need More Giving Tuesday Help?
- Browse a huge collection of free Giving Tuesday resources
Take Action
Planning a fundraiser for your nonprofit? LuxGive offers a wealth of resources to help you plan and execute a successful benefit event.
- Discover our free fundraising guides for powerful how-to's, fundraising strategies, and the best auction items.
- Browse our collection of luxury travel experiences, designed to raise 3x more at auction
- Get a free consultation with our Fundraising Consultants to learn how you can raise more travel consignment
At LuxGive, we believe in the transformative power of travel. Our mission is to help nonprofits raise more funds at auction through once-in-a-lifetime home and villa experiences.
Our travel experiences feature Premium Guest Services for trip planning and access to an exceptional portfolio of over 1,500 stunning private properties across the world.
Whether it’s a luxury Caribbean villa, an enchanting Tuscan apartment, or an alpine lodge steps from the powder, we have something for all your clients' needs.