Get Ready for GivingTuesday: What Charities Shouldn’t Miss
Recent data show that nearly one-third of all annual donations happen in November and December, with 15% of donors giving only during this holiday window. Here’s what you need to know as a fundraiser or nonprofit leader.
To make the most of GivingTuesday 2025 and the wider year-end giving season, you should begin planning early — and we’re here to help. September is the ideal window to map out a strategy, set clear and realistic goals, and review past performance to understand what worked well last year. This allows your team to build momentum and stay ahead of the many appeals donors will see late fall.
Donors today expect more than a generic appeal, so hyper-personalization is key. That’s why we recommend you craft messages that speak directly to different segments of your audience, whether they are new supporters, long-time champions, or lapsed donors. Pair these tailored messages with compelling impact stories that clearly show what a specific donation can achieve. Cohesive storytelling across all your platforms — email, social, website, and print — builds trust and reinforces your mission. At the same time, ensure your donation experience is seamless: mobile-friendly landing pages, easy payment options, and fast load times all reduce friction and increase conversions.
It’s also important to acknowledge the economic realities of 2025. With many households facing financial pressures such as inflation or debt, frame your appeal with empathy, emphasizing how even modest contributions add up to meaningful impact. Matching gift challenges or donor-driven amplifiers can be powerful motivators, making every contribution feel like it goes further. During your campaign, share live updates, celebrate milestones, and showcase the collective difference supporters are making together.
Expert guidance and insights on GivingTuesday 2025
The Good Growth Company is hosting a session on October 22 with the GivingTuesday and CanadaHelps team on how to spark generosity and drive donations.
We’ve also put together a detailed list of recommendations for this year
Read on and reach out with any questions you may have — we’re here to help.
GivingTuesday demands a well-planned Campaign Strategy. Here’s why.
It’s a peak moment of generosity.
GivingTuesday is observed on the first Tuesday after U.S. Thanksgiving (this year, it’s December 2, 2025). It is a globally recognized generosity movement when donors are primed to give, share, and act. It serves as a launchpad for year-end fundraising momentum.
Beyond funds, you’re building awareness, donor loyalty, and momentum
This day isn't just about collecting one-day gifts — it’s about acquiring new supporters, re-engaging lapsed donors, stewarding existing champions, and expanding visibility.
It’s noisy — strategy lets you stand out.
With countless nonprofits vying for attention, starting your campaign months ahead is critical to break through donor fatigue and make your message heard.
7 Benefits of Starting Early: Campaign & Content Advantages
1. Flexible, refined strategy
Early planning gives your team time to set clear, ambitious—but realistic—goals beyond dollars (e.g. awareness, engagement, media reach) and to pivot tactically based on performance insights.
2. Multi-channel cohesion and testing
Launch content early via email, social media, website, print, and ads—then test messaging, visuals, and channels to see what resonates. Segment audiences (e.g. major donors, lapsed supporters, youth volunteers) with tailored messaging for maximum impact.
3. Strong brand & message presence
Consistent branding—using your own style and GivingTuesday heart/logo—prepares your audience with familiarity and trust, whether in graphics, email headers, or landing pages.
4. Efficient content production & automation
Create your core assets—storytelling copy, impact stories, social posts, email templates, graphics—well ahead of time. Schedule them with tools like Hootsuite, Canva, or Later to free your team up for energized live updates during the campaign.
5. Optimize your platform
Ensure your donation infrastructure is ready: branded, donor-friendly landing pages; mobile-optimized forms; peer-to-peer options; donation thermometers; donor walls; seamless payment processing.
6. Build community and encourage amplification
Early outreach enables peer-to-peer fundraising, ambassador takeovers, influencer partnerships, and pre-campaign buzz—fueling a community-driven wave of support.
7. Improve Donor Retention & Reactivation
By tracking trends in your own data now, you can design targeted outreach to donors who’ve slipped away—or those who show particular affinity—boosting retention and reactivation.
How Charity Leaders Should Start Now — 7 Step Guide
1 — Map Objectives & Analyze Last Year
Set both quantitative and qualitative goals—new donors, dollars, impressions, engaged volunteers, media mentions. Reflect on last year’s data: donor retention, average gifts, standout channels, anything that worked or could be improved. (Donorbox)
2 — Build Your Toolbox
Choose a giving platform that supports branding, peer-to-peer, mobile-friendly giving.
Design tools like Canva or built-in GivingTuesday assets for visuals.
Scheduling tools for social and email automation. (Donorbox, GivingTuesday)
3 — Craft Your Story & Visual Assets
Develop a compelling narrative that ties donors emotionally to your mission—through stories, short videos, visuals—and show tangible impact. (Donorbox, Funraise)
4 — Segment & Tailor Communications
Create communication streams for different audiences:
Lapsed donors: “We’ve missed you—see what’s possible this GivingTuesday.”
New supporters: “Help us launch this critical community project.”
Volunteers/ambassadors: “Spread the word; join our peer-fundraising team.” (RallyUp, Jitasa Group)
5 — Roll Out a Campaign Calendar
Start with “Save the Date” messaging months ahead, then build momentum through teasers, mission highlights, countdowns, impact milestones, and day-of calls to action. (WildApricot, The ENGAGE Blog by Blackbaud, Funraise)
6 — Launch and Monitor
On the day of GivingTuesday:
Send an early morning email or post, followed by midday updates, milestones, and a final push.
Keep sharing live progress, thank-you messages, and urgency signals around your campaign thermometer.
Respond to donor attention in real time.
7 — Stewardship & Continuity
Thank donors promptly, share results, impact stories, and invite them into year-long engagement.
Keep your GivingTuesday momentum alive into year-end and beyond.
Don’t let the energy end on December 2. A strong stewardship strategy — prompt thank-you notes, impact updates, and invitations to stay involved — turns one-time donors into long-term allies. GivingTuesday is not just a day for fundraising; it’s a launchpad for lasting relationships and sustained generosity that can carry your organization into the new year with strength and confidence.
What’s next?
As a nonprofit leader, launching a strategic GivingTuesday campaign isn’t just about raising funds — it’s about cultivating visibility, nurturing relationships, and setting your team up for sustainable impact. When your organization starts early—with thoughtful goals, segmented messaging, compelling storytelling, efficient tools, and an energizing calendar—the ripple effect lasts well beyond that Tuesday.
Your campaign becomes the fuel that:
Builds momentum into the giving season
Deepens supporter trust and loyalty
Strengthens internal alignment on mission and metrics
Plan early. Tell your story powerfully. Ignite generosity that lasts.
