Maximize Your Impact This GivingTuesday: A Guide for Nonprofits

GivingTuesday may seem incidental for some not-for-profit organizations, but with careful planning and creativity, organizations can transform the day into a meaningful event. Established in 2012, GivingTuesday — a global movement on the Tuesday after Thanksgiving — acts as a charitable counterpoint to the consumerism of Black Friday and Cyber Monday. Beyond fundraising, this day presents a unique opportunity to boost awareness, engage new volunteers and deepen donor relationships.

Organizations worldwide have been channeling their creativity to inspire donations for GivingTuesday. For example, the SICSA Pet Adoption and Wellness Center in Dayton, Ohio, has run a unique campaign for the past couple of years where, for a minimum donation of $10, supporters and volunteers create an "adequately mediocre" drawing of your pet. In Wisconsin, the Rock Creek Cancer Coalition hosts the Stinky Fish Challenge, where two organizational leaders will eat a stinky fish if $3,000 is raised by the GivingTuesday deadline. Additionally, in New York, #BrooklynGives and The Social teamed up to host an ice cream flavor contest in honor of GivingTuesday.

While you contemplate your great big GivingTuesday idea, here’s how not-for-profits can gear up for this day of giving and take strategic steps to maximize its potential.

Start Planning Early

The key to a successful GivingTuesday campaign is early preparation. Now is the perfect time to begin planning. A well-thought-out strategy allows you to lay the groundwork for technology, marketing and engagement plans, ensuring nothing falls through the cracks.

Develop a Robust Campaign Plan

Start by defining a unifying theme that reflects your not-for-profit’s mission and resonates with your audience. Set a realistic goal for the day, map out the marketing channels you’ll use and create a campaign calendar to organize your efforts. Assemble a team, assign roles and engage board members, loyal donors and volunteers as ambassadors to help spread the word. Choose a team leader to direct the process and appoint leads for specific areas such as technology and marketing.

This organized approach, bringing all hands on deck, helps ensure nothing is overlooked.

Review and Upgrade Your Technology

Your technology must be ready to handle the heightened engagement on GivingTuesday, so audit your tech stack early to see if your website and donation platforms are functioning smoothly. Additionally, make sure your website and donation forms are mobile-optimized, as most web traffic now comes from mobile devices.

Diversify Donor Engagement Options

While online donations are the primary focus, consider other ways supporters can contribute, such as newsletter sign-ups, social media shares or virtual volunteering. Incorporate these options into your campaign messaging to broaden your outreach and engagement.

Prepare Your Marketing Content

Start drafting and refining your marketing materials early. This includes social media posts, emails, newsletters, blog posts, videos and live-streamed events. Your marketing efforts should be ready to go at least a month before GivingTuesday. Design promotional materials that include your unique logo, tagline and hashtag, and create a special GivingTuesday giving page. Test all your content across devices to guarantee a smooth user experience.

Use storytelling across all your marketing channels to illustrate the impact of your not-for-profit’s work. Share real stories of people and communities who have benefited from your programs to emphasize the tangible difference that donors can make.

Build Anticipation and Engagement

Generate excitement about GivingTuesday by rolling out a series of reminder communications via email or social media. On the day itself, maintain frequent communication with supporters through social media posts, emails, livestreams and blog updates.

Following Up After GivingTuesday

Once GivingTuesday is over, the work doesn’t stop. Follow-up is critical to retaining new donors and maximizing the day's impact.

Thank Every Donor Immediately

Gratitude is essential. Ensure that every supporter receives a thank-you message promptly after donating. Automated thank-you emails are a great tool but personalizing them can enhance donor retention.

Highlight Donor Impact

In your follow-up communications, focus on the impact that donors have had. Share how the funds raised will be used and the difference they will make in the community. This approach reinforces the value of their contribution and strengthens their connection to your cause.

Analyze Your Campaign Data

After the event, review your campaign data to identify trends and insights. Analyze metrics such as average donation size, donor retention rates and the effectiveness of different marketing channels. This analysis will inform future campaigns and help refine your strategies for next year’s GivingTuesday.

Define Next Steps for Donors

To keep donors engaged, provide them with clear next steps. Encourage them to sign up for your newsletter, register for upcoming events or consider setting up recurring donations. Clear calls to action will help maintain the momentum built on GivingTuesday.

By following these steps, not-for-profits can effectively prepare for GivingTuesday and extend the day’s impact well beyond the 24-hour event. Early planning, strategic execution and thoughtful follow-up will set the stage for a successful campaign that benefits your organization all year round.

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Not-for-profit entities are advised to consult their tax advisors about promotions and giveaways related to direct donor appeals. At CBIZ, our not-for-profit experts and tax professionals are ready to assist with any questions. Connect with one of our professionals today.