Giving Tuesday is a global day of giving that takes place on the first Tuesday after American Thanksgiving.  

Launched in 2012, this grassroots movement has grown into one of the largest single-day giving events of the year.

This year, Giving Tuesday takes place on December 3rd, 2024.

While participating in Giving Tuesday remains a hot topic among fundraisers, these simple strategies are a foolproof way to get involved without the need for big budgets or time-consuming campaigns. 

Giving Tuesday is the perfect opportunity to launch your year-end fundraising campaign. Rather than running two separate efforts, use this momentum to amplify your holiday appeal and streamline your messaging.

Why It’s Powerful:

The holidays are a critical time for nonprofit fundraising—30% of annual giving occurs in December, with 10-12% happening in just the final three days of the year. According to research, nonprofits that combine Giving Tuesday with their year-end campaign raise more than those that don't. 

 How to Launch Your Year-End Appeal:

• Announce your year-end campaign across all platforms on Giving Tuesday
• Incorporate Giving Tuesday logos and branding, then switch to holiday branding post-event
• Rally your supporters around a one-day goal to kick off the larger campaign
• Optimize your website and donation forms to show how Giving Tuesday gifts fuel year-end goals
• Create a unified campaign name like "Season of Generosity" or "30 Days of Giving" to build momentum

Looking to supercharge donations on Giving Tuesday? A matching gift campaign is one of the most effective ways to incentivize donations. Best of all, this strategy is effective regardless of the match ratio or pledge amount. 

Why It’s Powerful:

Research shows that 84% of donors are more likely to contribute to a matching gift campaign than a standard one. And when they do, they donate 50% more on average because their contributions feel more impactful—essentially doubling the difference you can make!

 How to Run a Matching Gift Campaign:

• Announce your Match Campaign by email, social media, and on your website
• Highlight the increased impact of matched gifts with strong, emotional messaging like “Double your impact.”
• Include a clear, compelling Call to Action and donate buttons in all your communications

 ✨ Fundraising Tip:

If you're short on time, seek approval from your board to use existing pledges to create your match. For instance, if one of your board members has committed to a $5,000 gift, announce that every Giving Tuesday donation will be matched up to that set amount. 

You might even find that the excitement around this campaign encourages your board to raise the match if the cap is met!

Fund-a-Need campaigns allow you to focus on specific, tangible outcomes. Whether it’s an emergency medical treatment, new tech for schools, or disaster relief, this type of appeal creates a personal connection with donors by addressing a critical need.

Why It’s Powerful:

Donors are more motivated to give when they can see the direct impact of their gift. Storytelling is key here—sharing a real-world example of how donations will be used drives urgency and empathy.

How to Create Your Fund-a-Need Campaign:

• Define a specific, measurable, and time-sensitive goal (e.g., “Help us raise $6,000 for Animal Shelter Medical Care")
• Use storytelling to connect with your audience and anchor your campaign to a real and timely need
• Include a fundraising thermometer or regular progress updates to build momentum

✨ Fundraising Tip:

These types of campaigns are particularly effective on social media, especially for accounts with an active, engaged community. Share progress updates to keep supporters engaged and encourage them to help you reach your goal. 

Buy-now options allow donors to purchase highly appealing items at a set price, with your nonprofit keeping the proceeds. This simple yet impactful strategy works especially well with time-sensitive events like Giving Tuesday. 

Why It’s Powerful:

Buy-now travel experiences are a risk-free way to tap into donors' existing travel budgets while guaranteeing a profit on every sale. For example, you can offer donors a luxurious, all-inclusive resort stay for just $2,500. At a nonprofit cost of $1,500, you instantly raise $1,000 for every trip sold. 

How to Offer a Buy-Now Option:

• Select appealing, low-cost experiences that resonate with donors and balance luxury with affordability
• Determine the buy-now price by adding the amount you want to raise per item to the trip's nonprofit cost
• Use email, social media, and your website to advertise the buy-now items and create urgency around the campaign
• Partner with a reputable auction consignment company for ready-made marketing materials and expert trip fulfillment

Small nonprofits can find it challenging to compete with larger organizations on Giving Tuesday. Rather than focusing solely on acquiring new donors, take this opportunity to nurture and engage your existing donor base.

Why It’s Powerful:

Donors who feel connected to your mission are more likely to continue supporting your organization over time. Deepening relationships with your current supporters can increase their overall giving and help retain their loyalty for future campaigns.

 How to Engage with Existing Donors:

• Segment your existing donor email list into different groups, including active, lapsed, sustainers, and one-time donors
• Tailor your Giving Tuesday communication to each group, highlighting the impact of their previous gifts and the importance of continued support
• Run a re-engagement campaign for lapsed donors, showing how their funds have made a difference
• Use Giving Tuesday to make a targeted ask, such as matching gifts or a special appeal

✨ Fundraising Tip:

Consider using text messaging to inspire immediate action on Giving Tuesday. Studies show that text campaigns can drive faster responses and boost engagement with time-sensitive appeals. Here are some powerful prompts from the folks at DonorDock to help you get started: 

While many nonprofits focus on driving one-time donations on Giving Tuesday, this is a prime opportunity to promote recurring gifts. Regular, reliable contributions allow you to better allocate funds year-round and sustain long-term projects and growth.

Why It’s Powerful:

Recurring donations provide a steady stream of revenue, with the average recurring donor continuing to give for over eight years. These donors contribute more over their giving lifetime than those who opt for larger, one-time gifts.

 How to Encourage Recurring Donations:

• Highlight the importance of sustained giving in your Giving Tuesday messaging
• Make it easy for donors to set up recurring gifts with clear options on your donation page
• Use storytelling to show donors how their monthly contributions make a lasting impact on your mission
• Send thank-you emails to recurring donors with updates on how their gifts are being used

Wrap Up

Whether your organization is large or small, these five simple ideas can help you maximize your impact this Giving Tuesday while making the most of your existing resources.

And if Giving Tuesday isn’t on your calendar this year, don’t worry. With annual giving peaking in December, directing your focus toward your year-end appeal is always a smart strategy.

Need more support? Head to our Beginner's Guide to a Successful Giving Tuesday Campaign for more actionable steps, tips, and fundraising ideas.  

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• Discover our free fundraising guides for powerful how-to's, fundraising strategies, and the best auction items.
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