As the holiday season approaches, we celebrate GivingTuesday—a global movement dedicated to generosity and community support. This year, on December 3rd, nonprofits can rally supporters, showcase their missions, and drive meaningful contributions.
In this guide, we’ll share practical strategies for leveraging social media, email campaigns, and paid advertising to maximize outreach on this vital day. Together, let’s harness the spirit of giving and create lasting change in our communities!
What is GivingTuesday?
GivingTuesday is a global day dedicated to charitable giving, community support, and collective generosity. It’s celebrated on the first Tuesday after Thanksgiving – this year, it’s December 3rd! What began as a movement to inspire people worldwide to support causes they care about has become one of the biggest days for nonprofit fundraising.
GivingTuesday is an unmatched opportunity for nonprofits to rally new and existing supporters around their mission, drive donations at a critical time, and increase visibility within a larger community effort. By participating in GivingTuesday, your nonprofit can tap into the heightened spirit of giving, leverage global momentum, and showcase the impact of your work. Whether through donations, volunteer pledges, or simply spreading the word, joining GivingTuesday can help you expand your nonprofit’s reach, reinforce your brand, and secure valuable support for your ongoing efforts.
Understanding Shifting Trends
The landscape of charitable giving is changing rapidly, with more donors opting to contribute online and through social media rather than traditional mail contributions, as online giving is more convenient and essential in tapping into the global community’s generosity. In 2022, for example, U.S. donors contributed over $1 billion online in a single day for the first time—a milestone illustrating just how essential digital tools have become for nonprofits.
Moreover, GivingTuesday’s impact extends beyond financial contributions. In 2022, 20% of participants donated goods, and 18% volunteered, emphasizing the diverse ways people support causes they care about. Additionally, 2023 saw a more than 30% increase in recurring gifts on GivingTuesday, showing that supporters are moving toward sustained giving models over one-time donations.
Making the Most of GivingTuesday
For nonprofits, tapping into online giving on this day offers a powerful way to reach new and existing supporters, harness the collective energy of a worldwide movement, and explore creative, digital-first strategies to strengthen their impact. Here are a few key approaches:
- Social Media Engagement: Utilize platforms like Facebook and Instagram for compelling storytelling. Start a countdown leading up to the day and share real-time updates to keep your community involved.
- Email Campaigns: Email remains a preferred communication method for many donors. Structure a series of emails leading up to and on GivingTuesday, providing updates, reminders, and calls to action that encourage donations.
- Paid Advertising: Consider using targeted ads to broaden your reach. Tease your GivingTuesday campaign in the week prior, and then shift to high-impact ads on the day itself to drive donations.
These strategies can help you create targeted GivingTuesday campaigns, engage supporters digitally, and utilize data to maximize your nonprofit’s impact across online platforms. For a more comprehensive guide filled with actionable tips and templates, download our FREE guide here!
Madeline Beath
With a Master’s in Social Work focused on Organizational Leadership, I blend my passion for social media and nonprofit advocacy to help mission-driven organizations connect and build community.
