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5 minute read
As GivingTuesday approaches on December 3rd, it’s time to prepare your nonprofit for one of the biggest days of the year for donations. GivingTuesday, a global generosity movement, is an opportunity to rally supporters, raise funds, and amplify your mission. Whether you're a small, volunteer-run organization or a larger nonprofit, this guide will help you make the most of GivingTuesday and set you up for year-end fundraising success into 2025.
So, how does GivingTuesday work? Simply put, it’s a day where people all over the world come together to support causes they care about by donating, volunteering, or sharing resources. Nonprofits of all sizes can participate, and there’s no "one-size-fits-all" approach to success.
Seán Rose, Senior Manager, Nonprofit Engagement at Catchafire, recently hosted an event for nonprofits, providing a tailored plan of action you can take in advance of GivingTuesday. You can watch the full recording here. We’ve also captured Seán’s insights below for an easy, step-by-step guide.
We’ll walk you through everything you need to know about starting and running a GivingTuesday campaign. We'll offer expert insights, highlight key strategies, and answer common questions like, “Can my nonprofit start a GivingTuesday campaign?” and “How does GivingTuesday work for nonprofits?”.
What is GivingTuesday?
GivingTuesday, founded in 2012, is a global day of giving fueled by the power of social media and collaboration. It always falls on the Tuesday after Thanksgiving, and this year, it’s on December 3rd. GivingTuesday marks the beginning of the charitable season, often aligning with year-end donations and holiday philanthropy.
How does GivingTuesday work? Nonprofits can participate by launching fundraising campaigns, rallying volunteers, and promoting their causes through social media and email. It’s a day of abundance where nonprofits encourage people to give back in whatever way they can—whether it's through donations, volunteering, or amplifying the nonprofit’s mission.
Step-by-step guide to prepare for GivingTuesday 2024
Let’s dive into how your nonprofit can create a successful GivingTuesday campaign, whether you're a seasoned pro or participating for the first time. This guide will not only help you prepare for GivingTuesday, but it will also position your organization for a strong finish to 2024 and a great start to 2025.
💡 Expert insight: there’s no “one weird trick” for success
While everyone wants a magic formula to guarantee success, the reality is that effective GivingTuesday campaigns are the result of thoughtful planning, creative storytelling, and smart goal setting. There’s no shortcut, but that doesn’t mean it has to be overwhelming. Here are five essential questions to guide your GivingTuesday campaign:
1. What’s our plan?
The first step is to create a plan. But when we say "plan," it doesn’t have to be a lengthy document approved by your board of directors. It can be a simple outline tailored to your organization’s size and resources. Whether you're a one-person nonprofit or a large team, planning is essential to organizing your campaign.
This is the perfect time to start preparing. Begin by sketching out your content and scheduling posts. Make sure to coordinate with your team, volunteers, and partners. Test your technical tools (like donation pages and CRM databases) to ensure everything runs smoothly on the big day.
How to create a fundraiser for GivingTuesday: Break down your tasks into manageable steps, and don’t be afraid to ask for help from volunteers, staff, or board members.
If you need help, post a website consultation project on Catchafire to get feedback. For example, ask for a review of your donation page: “What’s one thing we could do to improve it?”.
2. What’s our goal?
Setting clear goals is vital to your GivingTuesday campaign’s success. What are you trying to achieve? Whether it's a specific dollar amount, volunteer hours, or raising awareness, having a realistic stretch goal is important.
A stretch goal is typically 10-25% above your baseline, offering a challenge but also an achievable target. Review data from previous years, assess your capacity, and involve your team in the process. The SMART framework (Specific, Measurable, Achievable, Relevant, and Time-bound) can help refine your goal-setting.
How to fundraise on GivingTuesday: Be clear about your goals, set a realistic stretch target, and ensure you have the resources to support it.
Need help? Post a marketing strategy consultation for guidance on how to increase engagement on specific platforms.
3. What’s our story?
A compelling story can make or break your campaign. What will resonate with your audience? Share testimonials, use infographics, and provide concrete examples of how donations make a difference.
To create engaging content, focus on asset-based storytelling that highlights the strength and resilience of the communities you serve. Keep your goals and audience in mind to ensure your content is both compelling and relevant.
Post an organizational strategy consultation to get feedback on your mission statement or organizational summary. You can also post an infographic project to help visually communicate your impact.
4. What platforms will we use?
When it comes to platforms, more isn’t always better. Focus on the platforms where your nonprofit already sees engagement. Whether it’s email, social media, or your website, prioritize quality over quantity.
Consider asking questions like:
- Which platforms are we already using effectively?
- What kind of volume is practical and relevant?
- How can we optimize our website for donations?
Remember that it’s a marathon, not a sprint. Don’t bombard your supporters, but be vocal enough to keep the momentum going. Use social media to rally support and plan your email engagement strategy for maximum impact.
If you're looking for feedback on your digital outreach, post a social media audit project or an email marketing copywriting project.
5. What’s the plan for GivingTuesday and the day after?
On December 3rd, the day of GivingTuesday, your team needs to be prepared. Assign specific roles and responsibilities and ensure everyone is clear on their tasks. Create an internal FAQs document and provide a short training session to keep messaging consistent.
Once the day is over, it’s not time to rest yet! Follow up with personalized thank you notes and share the impact of donations. Consider launching an email welcome series for new donors and offering opportunities for continued engagement—such as volunteering or attending future events.
After GivingTuesday, the real work begins to keep your donors engaged throughout the year. Post a thank you letter project to ensure your messages of gratitude are personalized and impactful.
💡 Expert insight: move from a scarcity mindset to an abundance mindset
As you plan for GivingTuesday, avoid falling into the trap of a scarcity mindset. Instead, embrace the abundance mindset—believe that you can achieve great things with the resources you have. Do what you can within your constraints, and remember that every little bit helps.
You don’t need a massive budget or a big team to have a successful GivingTuesday. Your community is there to support you, and your efforts—no matter how small—will make a difference. Get started with Catchafire’s step-by-step plan.
Begin GivingTuesday preparation now
Even if you’re just starting to prepare now, you’re not too late. In fact, this is the perfect time to get organized and create a plan tailored to your organization’s unique needs.
GivingTuesday is a wonderful opportunity to raise funds, engage your supporters, and set the stage for a strong end to the year. By following this guide, you’ll be well on your way to creating a successful campaign that supports your nonprofit’s mission—not just for December 3rd, but for 2025 and beyond.
Need more support? If you're already a member of our volunteer platform, post a project today to get help from skilled volunteers. And if you're seeking access to Catchafire, reach out to us at help@catchafire.org, and let’s chat. We’re here to help you make this GivingTuesday your best yet!
