How to Create a Successful Giving Tuesday Campaign

In the space of a single long weekend, people across the United States shift from Thanksgiving traditions to scanning Black Friday and Cyber Monday sales to being asked to donate on Giving Tuesday.

Within that noise, nonprofits face a common challenge: how to make their message stand out when millions of others are landing at the exact same time. Giving Tuesday has become a powerful moment for generosity but also a crowded one. That tension is exactly why the most successful Giving Tuesday campaigns don’t rely on the day itself. They’re built on strategy, story, and a clear understanding of what moves donors to act.

Even so, Giving Tuesday continues to break records. In 2022, 37 million people donated $3.1 billion. In 2023, 34 million people gave the same amount. And in 2024, 36 million people contributed $3.6 billion, marking its most successful year yet.

For nonprofits, the purpose of participating in a giving day is to offer new and existing donors a simple but meaningful reason to engage. The appeal of Giving Tuesday is that any organization can participate. The challenge is that so many do.

And as participation continues to climb year after year, standing out increasingly depends on approaches backed by evidence—understanding donor behavior, using real-time performance data, and crafting messages that translate impact into action. Organizations that use these insights to shape their story, timing, and outreach consistently see stronger results.

To turn these insights into action that will drive results long after the day itself, start by focusing on the key elements of an effective Giving Tuesday campaign.

five Strategies to sustain Giving Tuesday engagement

1. Understand The Data And Trends That Shape Giving

Each year’s Giving Tuesday results offer a snapshot of how donors engage and where nonprofits have the most opportunity to grow. Spontaneous givers made up a majority of donors in 2024, and 63% of those who reported awareness of the day said they could afford to give more than they currently do.

Individual donors drive most charitable giving, which makes Giving Tuesday a powerful moment to engage them. CCS’s 2025 Philanthropic Landscape showed that individuals contributed $392.5 billion to charitable causes in 2024, accounting for 66% of all giving in the U.S.

Giving Tuesday is one of the few times each year when storytelling, digital engagement, and donor behavior align, which creates an ideal moment for nonprofits to meet many donors where they already are—online.

In 2024, online giving grew 2.2% year over year, surpassing even pandemic-era highs. Nearly four in five Gen Z (79%) and Millennials (82%) have made an online gift, and 63% of organizations now rely on social and digital campaigns rooted in cause-based, impact-driven storytelling to reach them.

Organizations can use these insights to inform strategies that align with typical donor behavior. Nonprofits should set specific, measurable, realistic goals based on staff capacity, donor behavior, and year-end fundraising needs. Tracking your own metrics—such as past donor activity, email open and click rates, donation page conversions, and which messages drew the most interest—can help define what success looks like for your organization. 

2. Know Who To Target

From first-time givers inspired by the day’s momentum to long-time supporters who see it as part of their annual tradition, Giving Tuesday attracts a spectrum of donors. Understanding who participates and why can help organizations shape their message and outreach.

Younger donors often respond to mission-driven messages and opportunities to be part of a broader movement. Longtime supporters look for stewardship and connection to the work they value. Board members can also play a role by helping secure matching funds that motivate additional gifts. Stewarding your board to raise a pool of matching funds can strengthen retention of last year’s donors and inspire new donors to join the initiative.

Engage younger donors through impact-driven multi-channel communication, and leverage Gen Z and Millennials as strong advocates for your mission and philanthropy efforts. Millennials increased their annual giving by 22% between 2021 and 2024, while Gen Z giving rose by 16%. Both generations are also three times more likely to advocate for an organization than older generations. Once you understand your audience, the next step is to decide what story will inspire them to act.

3. Shape Your Story and Strategy

Start by deciding what you want donors to notice, understand, or feel about your work. Sharing clear stories of impact can make your Giving Tuesday campaign more relatable and encourage donors to share their own experiences or support.

At the same time, consider how your campaign will look and feel across every touchpoint. Cohesive branding, including consistent themes, colors, and a clear case for support, can make your campaign easier to recognize and navigate. Clear messaging helps donors understand the purpose of your campaign and encourages engagement.

Treat the day like a one-day event. Plan a detailed run of show that outlines when to send emails, post updates, or reach out personally. Use the momentum of the day to encourage donors to forward messages, repost content, or introduce new supporters to your organization and your mission.

Make the donation experience as simple and accessible as possible. Many nonprofits reach new donors through online programming or social media (53%) and targeted mailings or emails (79%). Provide a donation experience that’s quick, mobile-friendly, and straightforward. Even QR codes now play a growing role. More than half of Gen Z (53%) and Millennials (54%) are willing to use QR codes to give, compared to just 22% of Gen X and 9% of Boomers. The simpler the giving experience, the more likely donors are to follow through.

4. Communicate with Clarity and Purpose

Once the story and strategy are set, focus on communication to make your Giving Tuesday campaign more effective. In a crowded giving environment, clear and consistent messaging can help your audience understand your goals. It also helps donors see the impact of their support and feel confident engaging with your organization.

Develop a communications plan that spans all key channels. Assign roles early, align strategies across departments, and ensure each message reflects the same purpose, tone, and goal. Build urgency into your outreach by highlighting the time-limited nature of Giving Tuesday. Use countdown clocks, progress updates, or limited-time offers such as gift-matching opportunities.

Then, implement your plan across channels to maximize visibility and reinforce your campaign message:

• Existing Content: Review existing videos, stories, and blogs that highlight your mission’s impact. Repurpose what resonates most with your audience to reinforce your Giving Tuesday campaign’s theme.
• Email Marketing: Use a few short, focused emails to highlight your campaign theme and the impact donors can make by participating.
• Social Media: Share content that ties directly to your campaign theme, and use #GivingTuesday to stay visible within the broader movement. Encourage staff, volunteers, and board members to post from their personal accounts to extend reach.
• Website Messaging: Feature your Giving Tuesday message prominently on your homepage or donation page. Integrate it into existing content, so your site feels cohesive and timely.

5. Measure Results to Strengthen Your Future Giving Tuesday Campaign

Once Giving Tuesday concludes, take time to reflect and express gratitude. Thank donors soon after their gift and share campaign updates that demonstrate the impact of their support, which reinforces their connection to your mission.

At the same time, track key results and conduct an internal review to see which aspects of your plan worked well and where adjustments may be needed. This evaluation not only celebrates achievements but also informs future campaigns.

Why Giving Tuesday Matters

Giving Tuesday is more than a fundraising day. It’s an opportunity to cultivate relationships, strengthen retention, and engage donors for long-term support. An often-overlooked benefit of Giving Tuesday is the new advocates and audiences you engage. By encouraging supporters to share your mission, you can extend your organization’s reach and create lasting impact well beyond the day itself.

Originally published in October 2023.