4 Ways GivingTuesday Fuels Year-Round Donor Engagement
GivingTuesday has long been seen as a one-day surge of generosity — a chance for nonprofits to rally supporters, meet year-end goals and spark some social buzz before Dec. 31. But new data from the Blackbaud Institute and GivingTuesday suggests its impact goes much deeper. According to their special report, donors who give on GivingTuesday are far more likely to give again and give more over time.
The findings also reinforce something fundraisers already know: Just as year-end giving is a year-round effort, GivingTuesday’s success depends on consistent stewardship long after the day itself.
“What’s exciting about these findings is how clear and consistent the data is: People who give on GivingTuesday stick around,” Carrie Cobb, chief data and AI officer at Blackbaud, said in a statement. “With steady growth in average gift sizes across generations, organizations can use GivingTuesday as a launchpad for long-term, sustainable growth. This is particularly important as our research has found that changes in the federal funding landscape are leading fundraisers to increase their focus on individual giving in the year ahead.”
For nonprofits facing tighter budgets and a tougher donor acquisition environment, those findings represent a real opportunity, especially after GivingTuesday 2024’s record-breaking year with $3.6 billion from 36 million donors. The report’s analysis shows that GivingTuesday donors are not just reacting to a moment — they’re beginning a relationship. Here are five ways the data shows that GivingTuesday — which falls on Dec. 2 — this year, fuels year-round donor engagement and how nonprofits can build on that momentum.
1. Higher Retention Sets the Foundation
The report found that 65% of 2024 GivingTuesday donors gave again this year, compared with 52% of donors who gave earlier in 2024 — and that trend has held steady for the past five years. This signals that GivingTuesday donors are consistently more loyal than the average supporter.
The challenge is that retention isn’t automatic. Without thoughtful stewardship, even the most enthusiastic donors can slip away once the buzz of the campaign fades. Stewardship — timely thanks, impact updates and invitations to deeper involvement — is what converts GivingTuesday enthusiasm into enduring loyalty. The key is to treat GivingTuesday as the start of a relationship, not the end of a campaign.
Donors who give on or after GivingTuesday are more likely to give again the following year, according to Blackbaud Institute and GivingTuesday's special report.
2. Gift Size Growth Strengthens Donor Value
GivingTuesday isn’t just about small-dollar gifts. In 2024, the mean gift among GivingTuesday donors was $506, while the median was $75 — a 23% and 40% increase, respectively, since 2019, according to the data. That growth suggests that the campaign attracts donors who are both generous and capable of deepening their commitment over time.
For nonprofits, the report suggests that as an invitation to revisit donation forms and ask strategies. Suggested donation amounts can be recalibrated to reflect the higher average, particularly for digital campaigns where small adjustments can have a measurable impact. Sustaining those higher-value donors requires more than strong asks though — it demands ongoing engagement that reinforces their impact throughout the year.
3. Generational Patterns Reveal Paths for Personalization
Another key finding shows distinct generational patterns in how people give on GivingTuesday. Generation Z donors doubled their median gift since 2019, reaching $50 — and 7% of first-time donors on GivingTuesday were from the youngest segment last year. Millennials represent about 18% of first-time GivingTuesday donors, with a retention rate of 48% and a median gift of $60. Gen X donors — roughly a quarter of whom were first-time donors — nearly doubled their median gift to $100.
Baby Boomers remain the largest group, accounting for about 41% of GivingTuesday donors in 2024, while the Silent Generation leads in loyalty, with 58% retention. However, their median gift sizes last year were $78 and $52, respectively.
These differences highlight that every generation is participating in GivingTuesday, but they’re doing so in distinct ways. For example, younger donors may respond best to mobile-friendly giving options and peer-to-peer campaigns, while older donors may prefer email appeals and traditional acknowledgments.
Rather than sending a single generic message after GivingTuesday, nonprofits can segment these donors to tailor follow-ups, adjusting messaging and ask amounts accordingly. Personalized stewardship — whether that’s a text message for younger donors or a mailed note for older ones — helps every generation feel seen and valued beyond GivingTuesday.
4. GivingTuesday Is a Gateway for New Donors
GivingTuesday continues to serve as an important entry point for new supporters, with 16% of GivingTuesday donors in the report being first-time givers.
That’s an impressive acquisition channel at a time when many nonprofits struggle to find new donors. But without intentional onboarding, many of those donors may never make a second gift.
Building a new donor journey can make the difference. That might include a welcome series of emails that explains how their GivingTuesday gift makes an impact, introduces the organization’s mission and invites the donor to take a simple next step — such as subscribing to updates, volunteering or giving again before the fiscal year ends.
Still, nonprofits shouldn’t depend on GivingTuesday alone for acquisition. The report notes that only about 2.4% of all donors analyzed gave on GivingTuesday in 2024. While those donors are valuable, they remain a small slice of the overall giving population. The opportunity lies in integrating GivingTuesday into a larger, year-round fundraising strategy — not relying on it as the sole source of growth.
“GivingTuesday has always been about more than one day of giving,” Woodrow Rosenbaum, chief data officer at GivingTuesday, said in a statement. “This research shows it’s an entry point for lasting donor relationships. Nonprofits of all sizes have the tools to build on their GivingTuesday success and keep supporters engaged year-round.”
