Thoughts on Giving Tuesday
It's a spark, not the flame
Every year, Giving Tuesday rolls around with the same hair-on-fire urgency, and for nonprofit leaders, participation isn’t just encouraged—it’s practically expected. But here’s the thing: while Giving Tuesday is a powerful tool, it’s definitely not the only tool in your fundraising toolkit.
Instead of treating this day as a standalone event, the savvy nonprofit leader should think about using Giving Tuesday as the launchpad for something bigger—a strategic opportunity to build relationships, deepen engagement, and set the stage for the year ahead.
Use Giving Tuesday to Make New Friends, not Just Raise money.
Yes, the goal of Giving Tuesday is to inspire generosity, but it’s also about engagement and storytelling. For many donors, this could be their first encounter with your organization. Instead of focusing solely on the ask or some sort of value-for-value transaction, shift your mindset: think of Giving Tuesday as your chance to invite as many new friends to your table as possible.
Craft messaging that highlights your mission and impact. Use storytelling to connect emotionally. Make it easy for new supporters to follow you, join your email list, or participate in future activities. Giving Tuesday is the perfect opportunity to introduce yourself to a wider audience and start relationships that last beyond one day.
Turn One Day into a Month-Long Campaign
Why let the momentum of Giving Tuesday end at midnight? Use it as a kickoff to a month-long stewardship campaign.
Thank every donor—big or small—with personalized messages. Share updates about your Giving Tuesday results and how their contributions will make a difference. Create engaging touchpoints throughout December, such as behind-the-scenes stories, donor spotlights, or virtual events.
This continued interaction keeps new and existing supporters engaged, builds trust, and lays the groundwork for future giving opportunities. Remember, the holidays are about generosity, and people are more likely to stay involved when they feel valued.
Reset Donor Engagement for the New Year
Giving Tuesday also offers a moment to pivot from fundraising to listening. Instead of diving into year-end appeals, consider asking donors for their thoughts.
• Surveys: What issues matter most to them? How do they feel about your organization’s impact?
• Feedback Forums: Host a virtual Q&A or a donor roundtable to share ideas and invite questions.
• Volunteer Opportunities: Encourage donors to engage beyond their wallets by contributing time or skills.
By dialing back the hard asks and inviting feedback or engagement, you deepen relationships and gain valuable insights to inform your strategy for the year ahead.
A Tool, Not the Whole Toolbox
At its core, Giving Tuesday is a tool. It’s a day to rally your community, amplify your mission, and invite new people to join your cause. But it’s just one part of a much larger picture. Because the most successful nonprofits see Giving Tuesday as a spark—not the flame. They use it strategically to kickstart conversations, inspire action, and create momentum throughout December and into the New Year.
So maybe this Giving Tuesday, take a step back and ask yourself: How can I use this moment to engage people in ways that last longer than one day? The possibilities become endless when you shift your focus from transactional to relational and can fan the spark of today’s engagement into something bigger for the new year.
What do you think? How does your organization think about Giving Tuesday?
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