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This past Tuesday, nonprofits across the country came together to celebrate the spirit of generosity on GivingTuesday 2024 — and the results were extraordinary. GivingTuesday continues to grow in importance, providing a pivotal moment for nonprofits to connect with supporters, raise critical funds, and make a tangible impact.
The rise of GivingTuesday
Launched in 2012 as a counterpoint to the consumerism of Black Friday and Cyber Monday, GivingTuesday has evolved into a global movement. What started as a grassroots idea quickly gained momentum, becoming a cornerstone of year-end fundraising strategies for nonprofits. Each year, more organizations participate, leveraging this day to inspire donors and increase visibility.
In 2024, GivingTuesday proved once again why it’s a vital part of the nonprofit calendar. Masterworks client partners doubled their media spend compared to last year and saw a 3.7 return on ad spend (ROAS) for their incremental investment — a clear indication that donors are engaged and responsive on this key day.
Diversifying media spend and channels
One notable trend this year was the increasing diversification of media strategies. We expanded into emerging channels like connected TV (CTV) and text messaging, while also ramping up efforts in display and social media advertising. Many client partners ventured into new social platforms, tapping into fresh audiences and driving meaningful engagement.
The results speak for themselves: Masterworks client partners reported a 23% year-over-year increase in website traffic on GivingTuesday, underscoring the day’s potential for attracting both new and returning donors.
Local and national impact
Local rescue missions exemplified the power of GivingTuesday. These organizations more than doubled their media spend, primarily in prospecting, and achieved a 4.6 ROAS on that incremental investment.
Meanwhile, national ministries increased their GivingTuesday investment by 73% and saw an impressive 2.9 ROAS on incremental spend, demonstrating the scalability of strategic planning and targeted media campaigns.
Creative that drove response
Our creative strategies for GivingTuesday revealed key insights that consistently drove response:
- Strong match call-outs deliver results
Campaigns featuring match opportunities, especially those offering 3x or more, consistently outperformed others. Matches are a staple of GivingTuesday, and donors are eager to maximize their impact. While they’re busy snagging 70% off extended Cyber Monday deals, an ad promoting a match or multiplier catches their eye as another valuable “deal” to seize. - Tangible offers and clear goals resonate
Ads focusing on specific, actionable goals captured attention and encouraged engagement. Providing donors with a clear understanding of the need and how their contribution directly helps creates a compelling call to action. - Dynamic formats drive connection
Video and animated formats proved especially effective, boosting engagement and impact across channels. These formats brought the ministries to life, allowing donors and prospects to see the work in action and feel inspired to get involved.
Looking ahead: maximizing the impact of GivingTuesday
GivingTuesday is now a necessity for nonprofits aiming to maximize their year-end giving. Its consistent growth in participation, donations, and awareness underscores the need for forward-thinking strategies and early planning. Organizations that prioritize their GivingTuesday efforts by investing in diverse channels and engaging storytelling are reaping significant rewards.
Here are 5 actionable strategies we’ve learned coming out of GivingTuesday 2024 that you can use not only for GivingTuesday 2025, but also year round!
- Leverage match opportunities to maximize donor impact
Highlight matching gifts in your campaigns. These resonate with donors, positioning their contributions as more impactful and creating a compelling reason to give.
- Diversify media channels for broader reach
Expand your media strategy to include channels like CTV, text messaging, and new social platforms. Diversified channels allow you to tap into fresh audiences and create meaningful engagement, driving both website traffic and donations.
- Focus on clear, tangible goals in creative messaging
Use ads and campaigns to communicate specific, actionable goals tied to your mission. Donors are more likely to give when they understand the direct impact their contribution will make.
- Invest in dynamic content to enhance engagement
Incorporate video and animated formats into your campaigns. These formats bring your ministry to life, helping donors and prospects visualize the impact of their giving and inspiring them to take action.
- Prioritize early planning for the 2025 holiday season
Begin strategizing now for next year’s efforts. Develop a plan to craft engaging stories, refine donor engagement strategies to build on this year’s success, and increase media spend strategically throughout the year, building up brand awareness and audiences.
By putting these steps into action, your ministry can harness the growing momentum of GivingTuesday to drive generosity and create transformative change year-round.
