GivingTuesday is quickly approaching, and this global day of giving provides an incredible opportunity to engage with donors who align with your mission. With just a few strategic additions this year, you can reach new heights in building strong relationships with active and prospective donors while driving excitement, community engagement, and revenue.
Here are a few ways to make GivingTuesday (and any fundraising moment) your most successful yet.
First steps: donor personas and full-funnel thinking
Successful nonprofits understand that reaching the right donors at the right time is essential — and knowing your donor persona is key to making this cost effective. By deploying a full-funnel surround strategy tailored to specific donor personas, nonprofits can focus their resources where they’ll have the most impact.
This comprehensive approach targets specific donor types through various channels — such as social media, native advertising, display ads, search, text messages, ringless voicemails, email campaigns, connected TV, and influencer partnerships — all with a consistent branded message. By saturating the spaces where target donors already engage, these nonprofits maximize visibility, strengthen connections, and ultimately boost revenue while remaining cost effective.
Build trust with stories of life change
Leading up to GivingTuesday, start sharing stories in emails, text messages, and social media. This is one of the most effective ways to build trust with donors and prospects. People want to know their donations are making a difference, so give them a front-row seat to the lives they’ve changed. Here’s how you can leverage impact stories effectively:
- Share the story of someone who overcame homelessness through your programs or how someone’s passion for Jesus was renewed thanks to your discipleship program.
- Make the donor the hero in your writing. Be specific about the donor’s role in these transformation moments by using “You” language throughout your stories and content.
- Videos and images can convey the impact far more powerfully than words alone. A heartfelt video showcasing real voices of change, supported by captions and donor recognition, is a great tool.
- Update your supporters about the lasting effects of their previous donations, showing your organization’s dedication to transparency and long-term impact.
By showing supporters how their contributions directly change lives, you deepen their trust and make them feel like they’re a part of your organization’s journey. Share these stories across your channels and on your website leading up to GivingTuesday to build donor trust.
Utilize matching gifts
Matches continue to reign supreme in these key giving moments; we all know they are a powerful motivator for donors. Almost all nonprofits utilize a match on GivingTuesday — meaning to compete at this time of year, a match is of the utmost importance.
Equally as important as having a match is how you market it. Whenever you can, use specific language like “double your gift” over “double your impact.” Our recent testing shows that this type of language drives the highest return. You can read about that test, and more, in our Insights Lab here.
Consider taking ideas from the for-profit side with ads that promote early — or even “exclusive” — access to the match days before GivingTuesday. Use this tactic to market it to special groups like active and monthly donors. Or add an “extended opportunity” to your GivingTuesday match to increase its performance throughout the following week.
Relevant video ads with celebrities
Video content has become a cornerstone of effective online marketing. In addition to sharing videos of your impact, consider adding a celebrity face to the cause. This tactic provides an extra layer of credibility and increases views — significantly boosting conversion. These videos still need to tell the compelling story of the ministry, connecting donors emotionally to the mission and impact — but utilize a known narrator to help stop the online scroll.
Look for celebrities who specifically appeal to younger donor audiences (think 35-50 years old) and align with your mission. These types of video ads improved YOY engagement metrics on GivingTuesday in 2023 by 198%. Clients who utilized this tactic spent 25% more on ads and saw a 75% increase in revenue at a platform level compared to 2022.
Create anticipation with countdown timers
A little bit of suspense can make all the difference! Leading up to GivingTuesday, use countdown timers on your website, emails, and social media posts to build excitement and urgency. Countdowns create a sense of anticipation and remind your community of the date so they won’t miss out on being part of the movement.
Here are some easy ways to incorporate this tactic in your messaging this GivingTuesday:
- Share daily countdown posts on social media leading up to the big day, such as “3 days until GivingTuesday! Are you ready to make an impact?”
- An embedded countdown in your email campaigns can remind recipients that GivingTuesday is just days away.
- Timers also work well to boost your in-day frequency with emails. On GivingTuesday, we see success with sending around three emails in the morning and doing resends throughout the day. You can also use these emails, intermixed with text messages, to send real-time updates on day-of fundraising goals.
- Lastly, place a countdown timer at the top of your website or in a pop-up with a reminder that GivingTuesday is fast approaching.
The countdown technique is a straightforward yet powerful way to build anticipation and encourage people to get ready to support your cause.
Use text messages to grab attention quickly
Text messages are an excellent way to reach your audience instantly and effectively on GivingTuesday. Since text messages have higher open rates than emails, they can be a game changer when you want immediate action.
If you are deploying a text strategy this GivingTuesday, ensure that the donation pages you are driving to are not just mobile friendly but mobile first. With many people using their phones for online giving, the process should be quick and seamless from start to finish. Use your phone to double check your landing and donation pages now for load speed, easy navigation, and one-tap payment options.
On the day of GivingTuesday, make sure you are utilizing clear calls to action. Keep your text messages short and direct, whether you’re sending a countdown reminder, announcing a match, or sharing an impact story. Use language that conveys urgency, such as “Exclusive offer: Help us unlock a $5,000 match!” or “Give now to double your gift.”
By incorporating text messaging, you keep your organization top-of-mind and make it simple for donors to support you with just a few taps.
Keep the energy high on social media
Social media plays a huge role in GivingTuesday’s success, and it’s the perfect place to give updates, acknowledge donors, and keep the energy going throughout the day.
- Post updates on your fundraising progress, and shout out to those who've contributed. For example, “Thank you, Emma, for helping us get one step closer to our $50,000 goal!” This recognition builds community and shows that every gift counts.
- Respond to comments and messages to make your supporters feel heard and appreciated. People who feel engaged are more likely to become repeat donors.
- Throughout the day, share behind-the-scenes content of your team at work, countdowns to goals, and last-minute donation appeals. This real-time storytelling keeps people engaged and motivated to give.
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GivingTuesday remains a key moment in the fundraising season. And that means you need strategies that help your ministry stand out in the crowded charitable landscape. This GivingTuesday, grow your online revenue by embracing these approaches while also building lasting connections with donors who are passionate about making a difference in the world. Sharing impact stories keeps your supporters in the loop with countdowns, text messages, and social media shout-outs. Happy planning, and here’s to a record-breaking day of generosity!
