Why GivingTuesday Isn’t Just a Day—It’s a Launchpad
Why Year-End Giving Is So Important
The last weeks of the year are prime time for fundraising. Between the holiday spirit, the push for tax-deductible donations, and people reflecting on how they can give back, it’s the perfect storm of generosity.
Here’s the deal: a well-planned year-end campaign isn’t just about hitting your goals. It’s about strengthening relationships, growing your donor base, and finishing the year on a high note.
How to Build a Year-End Giving Campaign (That Includes GivingTuesday)
1. Start With a Clear Goal
What do you want to accomplish before the year ends?
- How much money do you need to raise?
- What metrics will you track? Are you focusing on new donors, recurring gifts, or funding a specific project?
- What milestones will show you’re on track?
Knowing your goals keeps your team focused and your message sharp.
2. Tell a Story That Inspires Action
People give to people, not just causes. Share the real, human impact of your work.
Show how donations make a difference with real stories and photos.
Tie GivingTuesday into your bigger story—why this moment matters.
Create a theme that connects all your outreach, from emails to social posts.
3. Use GivingTuesday to Build Momentum
GivingTuesday is more than a fundraising day; it’s a way to energize your supporters.
- Kickoff Your Campaign: Announce your goals and invite people to be part of something big.
- Create a Matching Challenge: Double the impact of every gift with a sponsor match.
- Engage Social Media: Use #GivingTuesday to join the conversation and share updates all day.
4. Get the Word Out Across Channels
Make it easy for donors to hear your story and give.
- Email: Send GivingTuesday email updates with clear calls to action and personal stories.
- Social Media: Share videos, countdowns, and donor shoutouts to keep the excitement going.
- Direct Mail: Include GivingTuesday as part of your overall year-end appeal.
5. Show Gratitude (A Lot!)
Don’t wait until the end of your campaign to say thank you.
- Before GivingTuesday: Get donors excited with a heartfelt “you make this possible” message.
- On GivingTuesday: Celebrate every milestone with live updates and public thank-yous.
- After GivingTuesday: Send personal thank-yous and updates about what’s next.
Keep the Momentum Going After GivingTuesday
When GivingTuesday is over, the work isn’t done—it’s just beginning.
- Share updates on how close you are to your year-end goal.
- Highlight the impact of GivingTuesday donations and keep the energy high.
- Use your GivingTuesday results to refine your strategy for the rest of December.
Why This Approach Works
When you incorporate GivingTuesday into your year-end campaign, you’re not just running a one-day fundraiser. You’re creating a movement that inspires generosity and drives engagement through the most giving time of the year.
Let’s Make This Your Best Year Yet
GivingTuesday is just the start. When you use it to amplify a well-planned year-end campaign, you’ll inspire donors, exceed your goals, and make a bigger impact.
Need help planning your campaign?
Greater Giving has tools and resources to help you create a strategy that works—because every gift matters, and so does every moment.
