Integrate GivingTuesday Into Your Year-End Campaign for Greater Impact — and a Lighter Workload

Brace yourselves, fellow nonprofiteers — year-end fundraising is almost here, and it might feel like you have double the workload as you figure out how to integrate GivingTuesday into year-end fundraising while still creating a winning strategy for your organization’s broader campaign.

No pressure, right?

Remember when you spent the Tuesday after Thanksgiving recovering from the long weekend? GivingTuesday may feel like it’s been around for ages, but this year marks just its 13th anniversary. Over time, it has grown into a phenomenon generating billions in donations each year. Participation feels almost mandatory at this point.

Yet many organizations are working with smaller development teams and lack the capacity to carry out two major campaigns at once. If this sounds familiar, take a deep breath and remember: Nonprofits ran successful year-end fundraising campaigns long before GivingTuesday existed. There’s no need to put so much pressure on a single day. Instead, consider incorporating it into your year-end campaign rather than approaching it as a stand-alone event. Doing so can help you:

• Lighten your workload and reduce stress during a busy time of year.
• Streamline your messaging for a more cohesive campaign.
• Measure your success by the overall campaign results, not a single day.

Here’s how to integrate GivingTuesday into your year-end fundraising to create a more powerful, streamlined campaign.

Mail Your Appeal Letter Early

GivingTuesday falls late again this year, so it’s worth planning ahead and giving extra consideration to sending your appeal letter early. Many donors see GivingTuesday as a green light for the start of year-end giving, so ensure your donors are revved up and ready to go.

When crafting your year-end appeal, be thoughtful about your messaging and make your donors feel like total superheroes — because they are. You fulfill your organization’s purpose because of their generosity. Be sure they know they are an integral part of your team by presenting your work as what your donors made possible, instead of what your organization did. Include lots of heart-tugging moments that help donors feel emotionally connected to your mission. There is a time and place for numbers and statistics, but your appeal should elicit an emotional connection between the donor and your mission.

Also, ensure you are telling a compelling story. Feature client testimonials showing how your organization has helped them. If privacy is a concern, change names or use stock photos. However, when possible, use real quotes so donors can hear directly from those they’ve impacted.

Alternatively, ask donors and volunteers to share what compels them to give. This taps into social proof — the idea that people are more likely to act when they see others like them doing the same.

Add a Match Challenge or Other Incentive

Incentives can entice current donors to give more — and inspire new ones to join in. Matching gifts are especially powerful motivators. A major donor might use a large gift to spur others to donate, or your board could pool year-end contributions to create a community match. Even a small match can be a big help. 

• For smaller matches, start publicizing the challenge a week or two before GivingTuesday, aiming to reach your goal by the day itself.
• For larger matches that may take longer to reach, use GivingTuesday to launch the campaign and build momentum through year-end.

Other incentives could include a raffle entry, recognition in a giving society or a small thank-you gift for a donation above a certain amount.

Plan a Day of Free ‘Donor Hugs’

Fill GivingTuesday with gratitude and inspiration — not just donation asks. As nonprofit communications expert Tom Ahern calls them, these moments are your free “donor hugs” — small, heartfelt gestures that make supporters feel deeply appreciated and emotionally connected to your mission. Try these ideas:

• Post a series of client testimonial graphics or short videos on social media throughout the day.
• Send an email featuring one moving client story.
• Include information on all the ways people can donate to your organization. Remember, Dec. 31 is your true finish line, not Dec. 2, so think beyond one day of online giving.

Highlight Your Social Proof

Show your supporters that generosity is contagious. By sharing real donor stories, you build trust and inspire others to join in. Try these ideas:

• Post donor testimonials on social media showing why they give and the difference it makes.
• Recruit donors to share your social posts with a caption about why they give and how to donate.
• Email your supporters a message from a donor explaining why they give and encouraging them to do the same

These ideas are just the tip of the iceberg. With a little creativity, you can integrate GivingTuesday into year-end fundraising in a way that makes sense for your organization, lightens your load and leads to huge year-end fundraising success! 

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.