Giving Tuesday – Expert Tips and Campaign Ideas for Nonprofits

How to run a successful Giving Tuesday campaign

A successful Giving Tuesday campaign is critical for many non-profits and fundraisers, here’s some important steps and key considerations to make during the planning and execution of your campaign.

Look back before you launch forward

If you’ve run Giving Tuesday campaigns before, guess what? You’ve got gold. All that data? It’s your roadmap for making this year even better.

Dig into the data

Pull together the numbers from last time—and look at the full picture. Don’t just ask what happened. Ask why.

Here’s what to track:

• Total Raised: Did you hit your goal? Surpass it? Or fall short? 
• Donor Count: Who gave? Were they new or returning? 
• Average Gift Size: How much did people give? Any surprising spikes? 
• When They Gave: Morning rush? Evening wave? Right after that email went out? 
• Campaign Costs: What did it cost to run—and was the return worth it? 

Action step: Drop it all in a simple spreadsheet or build a dashboard. Compare year-over-year to find what’s growing—and what’s not. 

Follow the money (by channel)

Every channel doesn’t perform the same. Some pull in big gifts. Others drive volume. Look at which ones actually brought in dollars—not just likes or clicks.

Here’s how to break it down: 

• Website: Use your analytics to see where traffic came from. Email? Social? Direct? Which path led to the most donations? 
• Email: Which messages converted? Look at open rates, click-throughs, and—most important—donation completions. 
• Social media: Track what posts or ads drove action. Focus on what moved people to donate, not just what got hearts and shares. 
• Text-to-Give, Events, Peer-to-Peer: If you used other tools or tactics, measure their return. Was it worth the time and money? 

Pro tip: Use tracked links, tags, or UTM codes next time to get even clearer data. 

Your past campaign is a playbook. Use it. Look for patterns. Double down on what worked. Ditch what didn’t. And walk into this year’s GivingTuesday campaign smarter, sharper, and more prepared to win.

Spot what’s working. Shake up what’s not.

Want to crush your next Giving Tuesday? Start with what your own data is already telling you. It’s all there—just waiting to guide your next big move.

Chase the channels that pay off 

Let the numbers lead.

Insight: If 60% of your donations came through email but only 10% through social? Double down on email. Then try new tricks on social media—maybe some paid ads or teaming up with a mission-aligned influencer. 

Action: Put more time, budget, and love into the channels that actually bring in money. For the underperformers? Mix things up. Try shorter mobile-friendly forms if your website was a bottleneck. Think quick wins, not guesswork. 

Size up your social media impact

Social is the megaphone for Giving Tuesday. But shouting into the void? Not the move. You want reach and real engagement. Here’s what to dig into: 

• Reach vs. Impressions: How many unique people saw your stuff? And how many total views did it get? 
• Engagement: Clicks, shares, comments—these are your clues that people cared. 
• Hashtag Traction: Did #GivingTuesday or your custom tag take off? 
• Top Content: Which posts actually delivered—emotionally and financially? 

Example Insight: If a heartfelt beneficiary video got 10x more shares than a basic donation post, guess what you should lead with next year? 

Action: Go big on what worked—more videos, more storytelling, more real faces. Try new formats, like Reels or TikTok, if your audience is there. And post when your data says your people are most active. 

Dial in your email game 

Email isn’t just alive—it’s thriving. Especially on Giving Tuesday. But only if you send the right message, at the right time, to the right people.

Here’s what to measure:

• Open Rates: How many actually opened? A solid average is 20–25%. 
• Click-Through Rates (CTR): Did your links get clicks? Over 2–3% is great for nonprofits. 
• Conversions: Did clicks turn into donations? If not, your donation page might need a tune-up. 
• Segmentation: Were targeted emails (like past donors vs. new folks) more effective than one-size-fits-all blasts? 
• Timing: What time of day led to the most gifts? 

Insight: If your early morning email pulled a 30% open rate and your evening blast flopped at 10%—you’ve found your sweet spot. 

Action:Keep the tactics that worked—clear subject lines, emotional storytelling, mobile-optimized donation links. And test the ones that didn’t. Even small shifts (like send time or CTA placement) can make a big difference.

The wrap-up: Your last campaign has all the clues. All you have to do is follow them. 

 Then show up this Giving Tuesday smarter, louder, and more effective than ever. 

Double down. Fix what flopped. Try something new (but not everything). 

Scale what worked 

If something crushed it—run it back, but bigger.

Example: Your matching gift campaign doubled donations? Lock in a larger match for 2025 and start hyping it early.

A social media challenge went viral? Bring it back with a twist—think dance challenge instead of just photos. Proven wins deserve more attention, budget, and energy. 

Fix what fell flat 

Not every tactic hits. That’s okay—as long as you learn from it.

Here’s how to troubleshoot:

• Social media got crickets? Test paid ads. Team up with an influencer. Use punchier visuals or video. 
• Emails didn’t convert? Simplify your donate page. Tighten your CTA. Make it easy and fast to give. 
• Struggled to reach new donors? Try peer-to-peer fundraising or connect with local orgs to boost visibility. 

Reminder: Don’t write off the channel—fix the execution.

Try one or two smart experiments 

Fresh ideas keep your campaign exciting. But don’t toss out everything that worked.

Example: If mobile giving was weak last year, test a text-to-give option this time. Or try a livestream mini-event if you’ve never gone live. 

Key rule: One or two tests. Not ten. You want insights—not chaos. 

Expand the hits. Tweak the misses. Test one new thing. That’s your formula for a sharper, stronger, smarter Giving Tuesday campaign. 

Rally the team—because going solo is a no-go

You can’t (and shouldn’t) do this alone 

Running a Giving Tuesday campaign solo? Hard pass. That’s how you end up overwhelmed, missing things, and playing catch-up.

Teamwork spreads the work, sparks smarter ideas, and keeps the whole campaign on track—from first brainstorm to final thank-you note.

And let’s be real: group brainpower > one-person hustle. 

Action: Kick things off early—like summer-early. Host a planning meeting to set your goals, assign roles, and sketch out a rough timeline. Use tools like Zoom or Google Docs to make it easy for everyone to contribute—even if they’re remote. 

More Voices = Better Ideas 

Every team member sees your mission through a different lens—and that’s gold.

Your program staff knows what moves hearts.
Volunteers hear what donors love (and what they don’t).
Board members? They bring strategy—and sometimes, connections.

That variety can lead to creative gold.

Case: Someone pitches a “Day in the Life” fundraiser.
Each donation funds a real part of your program—like $50 for a kid’s art therapy session—while telling the story of the impact.
Simple. Tangible. Powerful. 

Action Step: Hold a structured brainstorm with fun, focused prompts. Try: 

• “What’s a wild way to show our impact?” 
• “How can we make giving fun?” 

And make space for all voices—especially the ones that don’t usually get the mic.

Let marketing do their thing 

Your marketing team? They’re your megaphone.

They know how to grab attention, tell a story, and get your message seen by the right people—on the right platforms—at the right time.

What they bring:

• Killer social media skills 
• Scroll-stopping graphics 
• Email know-how 
• Data to back it all up 

From campaign videos to hashtag-ready posts, they help your campaign break through the noise—and get seen, shared, and funded.

Your marketing team are your storytelling powerhouse. They don’t just post—they plan, track, and adapt on the fly. Marketing owns your message and knows how to make it pop across every channel. 

What They Bring: Big-picture thinking + tactical magic. Social posts, email blasts, website updates—all dialed in and on-brand. 

Specific Role: Build a multi-channel plan, Create a content calendar, Track what’s working (and what’s not) in real time. 

Example: They launch a viral photo challenge with your hashtag. It spreads fast on Instagram and X—boosting reach and engagement big time.

Action Step: Loop them in early. Have them dig into past wins (like top-performing posts) and shape a plan that ties directly to your mission. 

Finance: your budget watchdogs

They’re the ones making sure your campaign makes sense—and makes cents.

What They Bring: Budgeting savvy, cost-checking, donation tracking, and financial compliance. 

Specific Role: Set your budget, Price out tools and ads, Keep spending smart, Track incoming gifts and flag anything off-track. 

Example: Marketing wants a slick promo video. Finance suggests a powerful, volunteer-made one instead—saving money without losing impact.

Action Step: Have finance review the whole campaign plan. Ask them to suggest thrifty tweaks and set up a live donation tracker so you’re crystal clear on results. 

Board of directors: your connector crew

They’ve got reach. And they’ve got clout. Your board opens doors, rallies big names, and lends major credibility.

What They Bring: Strong networks, strategic thinking, fundraising chops. 

Specific Role: Bring in corporate matches, Introduce new partners, Host small donor events (think: virtual briefings or online mixers), Share your campaign far and wide.

Example: One board member lands a $10,000 match from a local company. Boom—every gift now goes twice as far.

Action Step: Present your Giving Tuesday goals early. Ask for specific support—like locking in one match sponsor or sharing your fundraiser with 10 new contacts. 

Volunteers: your mission in motion

They’re on the ground, living the mission—and they’ve got insights that paid ads can’t buy. 

What They Bring: Frontline know-how, true passion, and direct community ties. 

Specific Role: 

• Test your donation forms. 
• Share campaign ideas. 
• Lead peer-to-peer fundraising. 
• Spread the word to their personal circles. 

Case: A longtime volunteer suggests a “Thank You Wall” where every donor’s name gets featured. It’s based on what they’ve seen get real love from your community.

Action Step: Get their input early—via brainstorms or a quick survey. Shout them out in your campaign. Share their stories. They’ll show up even stronger. 

Giving Tuesday isn’t a solo sprint—it’s a team sport. Every department brings something essential to the table. Get aligned early. Play to each team’s strengths. 

And use collaborative tools: platforms like Trello, Slack, or Asana can streamline communication and task management, especially for large or remote teams.

Analyze your competitors

Want to stand out this Giving Tuesday? Start by scoping the field. 

If you want to shine, you’ve got to know what everyone else is doing. Checking out other organizations in your space isn’t spying—it’s strategy. It helps you dodge donor fatigue, stay original, and borrow smart ideas without blending into the crowd.

Do some friendly snooping 

Look at nonprofits that are like you—same mission, region, or donor base—and see what they pulled off last Giving Tuesday.

Here’s how:

• Poke around online: Head to their websites and scroll their social feeds. Sign up for their emails. Take notes on what they said, how they said it, and what made it pop. 
• Dig through fundraising platforms: Fundraising platforms like RallyUp often feature Giving Tuesday campaigns. Hunt down their past pages to check out goals, graphics, and incentives. 
• Hit up GivingTuesday.org: Their campaign roundups and leaderboards show off what’s worked across sectors. Use them as a goldmine of ideas. 
• Look local: If your competitors are nearby, scan for press releases, event listings, or local Giving Tuesday happenings—like matching drives or virtual meetups. 

Example: Running a food bank? See how other hunger-fighting orgs framed their 2024 pitch. Did they highlight meals served, share volunteer stories, or team up with a local grocer? 

Action: Make a quick spreadsheet. Track things like campaign themes, calls-to-action, tone, visuals, and (if you can find it) how successful it looked—based on social buzz or public fundraising numbers. 

Don’t just copy—cut through the noise 

Here’s the deal: If five nonprofits in your town all launch “Double Your Impact!” campaigns with the same hashtag… donors are gonna tune out.

You’ve got to zag when others zig.

• Why it matters: Donors juggling multiple asks may skip the ones that sound the same. Familiar = forgettable. 
• How to stand out: Look at what’s being overused. Then flip the script. If everyone’s doing email pushes, maybe you lead with a text-to-give campaign. If matching gifts are everywhere, tell a long-game story about building something lasting. 

Example: If last year’s crowd all shouted, “Double Your Impact,” go a new route. Try something like “Fuel the Future”—where gifts help launch a new program or fund year-round support. 

Action: Before you lock in your campaign, do a final cross-check. If your plan’s looking too similar to a competitor’s, tweak it. Swap your hashtag. Pick a different hero story. Shift your tone. Keep it fresh. 

Awareness is power. Do the research. And deliver a campaign that cuts through the Giving Tuesday noise.

Go Bigger. Go Bolder. Go Yours.

You’re not here to play it safe—you’re here to make waves. And the best way to do that? Watch what’s working out there, then turn it up in a way only you can.

But remember—this isn’t about spending more. It’s about being sharper, smarter, and more unforgettable.

• Spot what’s hot: Track the big wins—viral posts, big fundraising pushes, crazy engagement. Scroll their social feeds, check campaign pages, and clock those like counts and donation totals.
• Crank it up: Take what worked for them and scale it creatively. If they did a photo challenge, bring the energy with a video contest. Add storytelling. Add meaning. Add a reason to share it. 

Example: A local nonprofit crushed a “Sponsor a Child” campaign and hit $10K. Cool. You could level that up with a “Sponsor a Future” twist—where donors fund mentorship, school supplies, or tutoring. Add a live thank-you event to make them feel like heroes. 

Action: Find one or two standout campaigns. Then huddle with your team to brainstorm how you’d do it—louder, stronger, and more on-brand. Add a match, a challenge, or a twist that makes it pop. 

Remix what’s working—so it feels 100% you

Let’s be real: nobody wants a copycat campaign. But a remix? Now that’s a smart strategy.

The trick? Take what worked somewhere else and shape it to fit your voice, your values, and your goals. This way, your campaign feels fresh and familiar—and your donors feel right at home.

• Tweak the theme: Keep the bones but change the outfit. Their “Run for a Cause”? Yours becomes a “Walk for Wellness”—perfect if your mission is mental health. 
• Keep it goal-driven: Want more recurring donors? More first-time gifts? Whatever your GivingTuesday goal is, make sure the idea supports it. 
• Stay true to you: Match your tone, visuals, and message. That’s how you keep trust high and engagement higher. 

Example: Saw a “Meal Match” campaign that funded meals for families? If you’re in literacy, flip it into a “Book Match” campaign. One gift = one book for a child. Partner with a sponsor to match donations, and boom—impact, doubled. 

Action: Pick one winning idea from a competitor. Workshop it with your team. Make it yours. Then soft-launch it with a small donor group or on social to see how it lands. If it hits? Roll it out big.

Watch what’s out there. Learn from the best. Then go make it even better—with your own spin, your own voice. 

Talk to your donors—they know what works

Want a Giving Tuesday campaign that actually hits home? Start by asking the people who know you best: your donors.

They’re not just supporters—they’re a goldmine of insights. Tap in, and they’ll tell you exactly what lights them up (and what makes them hit “unsubscribe”).

Run a quick donor survey 

Surveys are your low-lift, high-reward tool. Fast to make. Easy to share. Full of clarity.

How to do it: Use tools like Google Forms, SurveyMonkey, or your email service (Mailchimp, Constant Contact, etc.). Keep it short—3 to 5 punchy questions. Send it via email, post on socials, and share at events. 

What to ask:

• What inspires you to give? 
• Which programs or stories stick with you most? 
• What kind of Giving Tuesday campaign would you actually get excited about (matching gifts, challenges, events)? 
• What turns you off (too many emails, clunky donation forms, vague appeals)? 

When to do it:
Now. Like, this month (May 2025). Give yourself time to listen, learn, and adjust.

Real-world example: Let’s say survey results show donors love real, personal stories—but hate cookie-cutter messaging. That’s your green light for a “Faces of Impact” campaign, where each donation brings a human story to life. 

Action step: Draft your survey this week. Aim for 50–100 responses. Want more? Offer a raffle or a small thank-you gift to sweeten the deal. 

Listen in—the casual way 

Not every insight needs a spreadsheet. Sometimes the gold is in real talk.

Try this:

• One-on-one convos: Call a few long-time donors. Ask what they’ve loved (or not loved) about past campaigns. 
• Ask your volunteers: They hear things on the ground. Let them share what donors are saying. 
• Run a social media poll: “Which GivingTuesday campaign sounds more fun—A or B?” Boom. Instant feedback. 

What to look for: Patterns. If multiple people say your donation form is a mess on mobile, fix it. If everyone lights up over matching gifts, prioritize that. 

Example insight: A donor tells you your last appeal felt too vague. You adjust this year’s ask to be razor-sharp: “$50 funds one hour of trauma counseling for a child.” That’s clarity. That’s impact. 

Action step: Host a 30-minute virtual coffee chat with your top donors. Or drop a poll on Instagram Stories. Gather the chatter. Then match it with your survey data for the full picture.

What makes donors give?

Want to spark action on Giving Tuesday? Get inside your donors’ heads. They give when they feel something—connection, confidence, or even a little urgency. Use their feedback to find what lights that spark.

Most donors give for one (or more) of these reasons:

• They care deeply about your cause. 
• They trust your team to use funds wisely. 
• They can see their gift making a real impact. 
• They’re nudged by matching gifts, shout-outs, or exclusive content. 

Want to know what drives your donors? Just ask.

Ask these questions (they work):

• “What made you give last Giving Tuesday?” 
• “Was there a story, post, or program that really stuck with you?” 
• “What would motivate you to give again this year?” 
• “Do things like matching gifts or recognition make a difference?” 

Keep it simple. Keep it honest. Then watch the insights roll in.

Turn insights into action

Once you’ve got the data, apply it.

If they love impact: Be specific. Say things like “$25 gives a child one week of tutoring.”
If they want to feel seen: Give shout-outs. Build a thank-you wall. Celebrate them.
If they love transparency: Use live trackers or post updates during the day.

Real-life example: If donors say they give because they trust your transparency, run a “See it in Action” campaign—with a real-time impact counter and live updates on where donations go. 

Action Step: Comb through survey and convo feedback. Find your top 2–3 donor motivators. Build your Giving Tuesday story around them. Make it emotional, clear, and totally your vibe. 

Example campaign: “Mentor a Moment”

Organization: A youth mentoring nonprofit
Challenge: Competitors ran “Sponsor a Child” campaigns—but donors found them too impersonal.
What Donors Said: They wanted real stories and to feel part of the journey.

The Pivot: The team launched a “Mentor a Moment” campaign. 

• Donors funded specific experiences, like a $50 career workshop or $100 college visit. 
• Supporters shared their own mentorship memories on social media using a custom hashtag. 
• The campaign mixed personal storytelling with purpose—and it worked.