Giving Tuesday can be one of the most important days of the year for nonprofits. As an international holiday dedicated to generosity, Giving Tuesday is essentially Christmas Day for fundraisers, and giddy anticipation about how impactful it can be is well-deserved.
Even still, many organizations aren’t leveraging this international data of giving in the ways they need. To make a comparison, a nonprofit not capitalizing on Giving Tuesday is the same as a retail store closing up on Black Friday. It’s a huge, missed opportunity.
This article explores recent trends in giving across the US and shares tips on how you can get the most out of this upcoming Giving Tuesday.
What is Giving Tuesday?
Giving Tuesday is an international day of giving awareness that was created in 2012, primarily to encourage generosity across social media. It occurs every year on the Tuesday after Thanksgiving and has ultimately seen massive success.
“Giving Tuesday may have its roots in America, but it’s a global phenomenon. Ninety countries now have their own Giving Tuesday chapters, and 2023 saw over 300 individual communities hold national Giving Tuesday movements.”
Ronnie Gomez, Neon One Research
In 2020 alone, organizations raised nearly $2.5 billion, which was a 25% increase from the year before. Success stories abound, with some standout examples including the Michael J. Fox Foundation, which raised nearly $400,000 from over 1,600 donors for Parkinson’s research, and the Dillard University in New Orleans, which raised over $780,000 on a single day alone.
Why Leverage It?
Simply put, Giving Tuesday is one of the biggest annual opportunities for nonprofits to engage with both current and potential supporters.
People are just more willing to give during certain times of the year, and organizing strategic efforts around these times is one of the best ways to bring in more funding.
The numbers tell the story: in 2023, Giving Tuesday saw record-breaking participation across the globe, with millions contributing to their chosen causes. But beyond just a one-day spike in donations, Giving Tuesday offers a powerful avenue for long-term donor relationships. Data shows that Giving Tuesday can boost donor retention rates and attract a new wave of contributors, including those who may have never engaged with your organization before. In fact, for nonprofits focusing on the future, it’s a prime opportunity to connect with younger and first-time donors, establishing loyalty early on.
It’s not just about the funding brought in that day. It’s about generating long-term relationships with new donors and gathering critical donor data.
The Giving Tuesday Playbook – Making It Successful
Making Giving Tuesday a success requires a thoughtful, data-driven approach. Here’s a playbook designed to help you stand out, maximize donations, and build lasting relationships with your supporters.
1. Know Your Audience
The first step to a successful Giving Tuesday is understanding who you’re reaching. Screening your database can help you dig deep into your donor data, identifying key characteristics of your past supporters—like age, giving habits, and interests. With tools that analyze location, demographic details, and engagement levels, you can craft a message that feels tailored, personal, and far more effective.
Up to date screening will also give you insight into an individuals net worth. Finding wealthy people in your donor network can help you to prioritize outreach to those that will have the biggest impact of your mission.
2. Craft a Unique Campaign
With tens of thousands of organizations joining Giving Tuesday each year, a memorable campaign is essential. Tailoring your campaign around donor interests can help it stand out. For instance, campaigns that gamify the experience or create a sense of community tend to see more engagement. Whether it’s a competition, a match challenge, or a countdown to an impact goal, pulling in some unique and interesting campaign elements is a great way to stand out.
3. Start Building Momentum Early
Timing is everything. Giving Tuesday falls during one of the busiest seasons of the year, so getting on your supporters’ radar early is essential. A well-timed email and social media strategy can do wonders here. Start with teasers in October, sharing updates and impact stories that lead into Giving Tuesday. The goal is to “drip-feed content” to warm up your audience. Plan posts and emails that increase in frequency, building excitement as the date approaches. Make sure to remind your supporters that they can schedule their donations ahead of time—taking the pressure off and ensuring they don’t miss their chance to give.
4. Encourage Recurring Donations
Make Giving Tuesday the beginning of a year-round relationship. By offering the option to make a monthly gift, supporters can contribute to your cause consistently, and even small recurring donations add up.
Research shows that these ongoing donations foster loyalty and increase overall lifetime giving. Set up automated thank-you messages and provide occasional updates on how their monthly contributions are making an impact. This not only sustains support throughout the year but also gives donors a deeper sense of connection to your mission. Continued connection really is key.
5. Plan for Year-Round Engagement
One of the greatest values of Giving Tuesday is its potential to spark ongoing donor relationships. Use this opportunity to build a year-round engagement plan. Keep the momentum going with different touchpoints throughout the year, from thank-you messages to behind-the-scenes updates, event invites, and impact stories.
By treating Giving Tuesday as a starting point rather than a standalone event, you can nurture relationships that continue to grow and contribute long after the day is over.
Who’s Giving, and What Do They Care About?
As Giving Tuesday approaches, new insights reveal a clearer picture of today’s philanthropic landscape in the U.S. A new Altrata study analyzed WealthEngine profiles to uncover some key characteristics of donors who are also homeowners with property of $350K or higher. The average donor age in this study is 60, indicating a largely mature, financially stable audience dedicated to giving back.
Donor Demographics: A Balanced and Committed Group
Interestingly, the gender split among general donors is nearly even, with 49% women and 51% men. However, when it comes to the top 20% of donors (those who’ve contributed the highest amounts over five years), there’s a slight majority of men at 54%.
Many also hold influential roles, with 24% being business owners and nearly 19% serving in executive positions, emphasizing a commitment to leadership both in their careers and communities.
Where Are the Dollars Going?
Top donor interests align closely with many popular Giving Tuesday campaigns. According to the data, causes like education, environmental sustainability, healthcare, arts and culture, and human services consistently capture the hearts (and wallets) of U.S. donors.
Download the complete infographic for a look at Donor trends in the US.
This alignment suggests that organizations in these sectors may see significant support this Giving Tuesday, particularly from donors in California and Washington, known for their generosity in average donation size.
Shared Passions Drive Generosity
Beyond financial capacity, donor interests reveal a powerful link between personal passions and philanthropic causes. Many donors are interested in the outdoors, sports, home improvement, and technology. These passions not only drive their personal lives but also shape the types of causes they support, suggesting that nonprofits aligning campaigns with these interests may appeal more deeply to this audience.
As we prepare for this global day of giving, these insights underscore the importance of understanding who our donors are and what they value. This Giving Tuesday, nonprofits that build authentic connections with donors’ lives and interests are likely to make the greatest impact.
Ready to Get Started?
With these strategies in place, your organization can make this Giving Tuesday more than just a fundraising event—it can become a powerful step in building meaningful, long-term connections with your supporters.
Want to leverage donor data, find new prospects, and increase your fundraising effectiveness with data-driven insights?