As Giving Tuesday approaches, nonprofits around the world are preparing for one of the biggest fundraising opportunities of the year. It’s a global day of generosity where people rally behind the causes they care about – and are actively looking for the new ones to support. With so many voices looking for attention, how can your nonprofit stand out?
Preparation and strategy are key. With the right plan, your campaign can stand out, attract new donors, and deepen your connections with existing supporters. We’ve outlined ten essential steps to help you craft a Giving Tuesday campaign that hits all the right notes.
Make sure to check out Giving Tuesday’s own resource hub.
1. Start planning early – like, yesterday
The earlier you start preparing, the more time you have to build momentum and excitement. While Giving Tuesday happens on one day, the groundwork you lay in the weeks (or even months) leading up to it will set the tone for your success. Whether it’s teasing your audience with sneak peeks of what’s to come or sharing inspiring stories to warm up your socials, early planning helps you stay organized and keeps your campaign top of mind for your followers.
PRO TIP: Build a countdown calendar to create anticipation. Use your social channels to post regular updates, reminding followers about key milestones leading up to Giving Tuesday. This builds excitement and urgency, especially as the day draws near.
2. Define clear goals
Knowing what success looks like for your organization is crucial. Are you trying to raise a specific amount? Increase your monthly donor base? Recruit new volunteers? Whatever your goals are, make them SMART (Specific, Measurable, Achievable, Relevant, Time-bound) so your team has a clear direction, and your supporters know exactly what they’re contributing toward.
PRO TIP: Don’t be afraid to share your goals with your audience in real time. For example, if you’re trying to raise $50,000, update your followers throughout the day with progress reports like “We’ve hit $20k! Help us get to $25k by noon!” This sense of urgency can encourage additional donations.
3. Make your stories shine
Storytelling is the heart of any great campaign. Giving Tuesday is the perfect moment to share impactful stories about your nonprofit’s work. You can approach this in two ways: either focus on a unique campaign around a specific cause or project, or go with a generalist campaign that highlights your organization’s overall mission and work.
For a specific campaign, take inspiration from Amnesty International’s 2017 campaign, which was part of their global Write for Rights initiative. They focused on political prisoners, sharing powerful, emotional stories of individuals unjustly imprisoned. Thousands of people took action and the campaign is ongoing.
For a generalist approach, you can focus broadly on your mission. Through engaging visuals, videos, and testimonials, create a narrative that ties donations to the impact you have been able to create so far.
PRO TIP: Use a mix of storytelling formats. Post short-form videos (TikTok, Reels) alongside longer narrative posts. People absorb stories differently, and by mixing up the way you share your stories, you can reach a broader audience.
4. Create interactive content
Getting people involved isn’t just about asking for donations. Build engagement by encouraging your followers to participate in the campaign themselves. You can host polls, Q&A sessions, countdowns, or even launch a giving challenge where supporters tag friends to donate or take action.
Interactive content doesn’t just drive engagement, it helps build community around your cause, fostering a deeper connection with your audience. Think beyond likes and comments: how can you create content that sparks real conversation?
PRO TIP: Create a campaign hashtag and encourage your supporters to use it. Every time someone shares a post with your hashtag, it spreads your message further, helping your campaign gain organic momentum.
5. Leverage social media ads
Even if your budget is tight, running targeted ads on social media platforms can make a huge difference, especially on a day like Giving Tuesday. Ads allow you to reach people who might not already follow your nonprofit but are aligned with your cause. Platforms like Facebook and Instagram make it easy to target specific demographics, locations, or even interests.
When crafting your ads, make sure they are visually compelling and have a strong call to action. Keep the messaging simple: “Donate today” or “Help us reach our goal of X.”
PRO TIP: A/B test your ads. Try out different visuals, messages, or calls to action and see which ones perform better. Use your analytics to fine-tune as you go.
6. Collaborate with influencers
Influencers aren’t just for promoting consumer products – many micro-influencers and thought leaders happily support meaningful causes. Look for individuals whose audience aligns with your mission and ask them to share your campaign. Even a single repost from someone with a loyal following can bring significant visibility to your nonprofit.
For example, The Trevor Project often partners with LGBTQ+ influencers who share its mission of supporting at-risk youth. These collaborations amplify their message and bring in new supporters who trust the voices of these influencers.
PRO TIP: Consider reaching out to local businesses as well. They may be interested in partnering with your nonprofit for Giving Tuesday, offering matching gifts, or promoting your campaign to their customers.
7. Streamline the donation process
The easier it is for people to donate, the more likely they are to follow through. Ensure your donation page is mobile-friendly and simple to navigate. Remove unnecessary fields, and make sure donors can easily see where their money is going and how it will be used.
PRO TIP: Ask 10 people who visit your website and give you their honest feedback on the copy, donation process and the overall user experience. Getting fresh POVs is never a bad idea.
8. Follow up with a personal touch
After the rush of Giving Tuesday, don’t forget about your donors. Send personalized thank-you notes, share the impact their donations will have, and keep them updated on how their contributions are making a difference. A follow-up is key to maintaining relationships and encouraging future support.
PRO TIP: Send a video thank-you message to donors. Personal videos feel more genuine and memorable, especially when they come from someone directly involved with your organization’s mission.
9. Track, test, and tweak your strategy
Throughout the day, keep an eye on how your campaign is performing. Are certain types of content getting more engagement? Are donations coming through particular platforms? Use this information to adjust your strategy in real time and optimize for success.
PRO TIP: Use tools like Google Analytics and social media analytics to see where your traffic is coming from and what drives the most engagement. This data will not only help you fine-tune this year’s campaign but give you insights for next year as well.
10. Don’t burn out, you’ve got the whole December!
It’s easy to get caught up in the intensity of Giving Tuesday, but remember, it’s not the finish line, rather a kickoff. You’ve got the entire month of December to continue fundraising and close your year-end goals. While Giving Tuesday is a huge opportunity, don’t exhaust all your resources (and, most importantly, energy) in just one day.
The giving season lasts through December 31st, and many donors are still planning their year-end contributions.
PRO TIP: Consider launching a “countdown to the new year” campaign after Giving Tuesday, where you continue to update supporters on progress and encourage them to help you reach final goals before the year ends. Keep the energy going, but allow for moments of reflection and strategy adjustments.
Inspiration for visuals and videos
Need some help generating ideas? Pinterest is an amazing source for creative visual content. You’ll find examples for social media posts, graphic design ideas, and layout inspiration for your campaign. For videos, check out TikTok or Instagram Reels for short-form content that other nonprofits are using. If you’re aiming for something a bit more polished and in a longer form, YouTube or Vimeo can give you examples of storytelling through high-quality video.
Final thoughts
By preparing in advance and being intentional about your storytelling and goals, you can make your Giving Tuesday campaign a success. Whether you’re focusing on a single cause or sharing the broader impact of your organization, these tips will help you stand out, engage your community, and drive donations. Keep things simple, engaging, and flexible – then watch your campaign thrive!
