Maximizing Giving Tuesday: A 5-Step Guide for Nonprofit Success

Giving Tuesday is coming up on November 28th, one of the biggest days of the year for nonprofits!

Since  Giving Tuesday started in 2012, it's become a big moment for nonprofits to highlight their missions, raise donations, and gain new supporters. If you're wondering whether or not it's worth the effort, the numbers say it all. In 2022, nonprofits in the U.S. raised 3.1 billion dollars for Giving Tuesday.

If you want to know the best way to prepare for Giving Tuesday, you're in the right place. Resilia is committed to helping nonprofit achieve their fundraising goals so that their organizations can thrive. Our nonprofit experts came together for a series of informative webinars all about getting ready for Giving Tuesday's success.

Want to put those insights to work? This guide summarizes their top tips into an easy 5-step framework to help you expand your reach, inspire your community, and unleash the full potential of Giving Tuesday this year.

All of our complete webinars on building a fundraising campaign, staying on top of your campaign progress and expanding your donor network live on our Giving Tuesday resource page.

Step 1: Start Planning and Promoting Early

"Commence planning and outreach 4-6 weeks in advance," recommended Resilia's Engagement and Marketing Manager, Bren Spector, in our webinar Preparing for Giving Tuesday: Building a Fundraising Campaign. "Gradually build momentum through social media, email, influencers, and partnerships."

To start planning early, you can schedule internal meetings with your team 6+ weeks beforehand to outline your messaging strategy, promotion channels, and campaign timelines. To work efficiently, begin creating email, social media, and other campaign assets four weeks out, repurposing existing content whenever possible.

And partner up with other organizations, as Resilia’s Team Lead, Philanthropic Partnerships, Rachel Costa advised. She recommended co-hosting events or cross-promoting campaigns to expand your reach and split the workload. Strategic partnerships allow small nonprofits to tap into a more extensive combined network.

But don't panic if you're just now prepping for Giving Tuesday! You can still tap into the global excitement with focused, high-impact efforts:

Send email appeals to your supporters, post on social about urgent needs, recruit volunteers to inspire your community, and find creative shortcuts with partners and influencers.

While early prep is best, taking purposeful action now can drive meaningful results. This is your chance to share your mission and showcase the good people can do. With passion and purpose, even last-minute efforts can inspire generosity. Every gift matters!

Step 2: Set Impact-Focused Goals

Consider objectives beyond dollars raised. As Aaron Spence, Resilia’s Sr. Philanthropic Partnerships Manager, suggested in our webinar Preparing for Giving Tuesday: Guiding Your Campaign to Success.

"Set customized goals around gaining new monthly donors, expanding volunteers, community engagement, or other aims tied to your mission."

Share progress in real-time to showcase your goals being met and the tangible impact supporters enable. To maximize impact:

• Define 2-3 specific, measurable goals aligned to your nonprofit's needs, like new donors or volunteers recruited.

• Track progress throughout Giving Tuesday across your channels.

• Provide real-time updates on your success in meeting goals. If you hit your targets, celebrate these wins and show supporters the direct change their gifts enable.

Step 3: Craft Simple, Memorable Messaging

Ensure your "ask" is clear and the donation process seamless. As Kayla Kuboyama, Resilia’s Philanthropic Partnerships Manager,  put it in our webinar Preparing for Giving Tuesday: Expanding Your Donor Network, "Remove friction and confusion so inspired supporters easily convert inspiration into action."

Lead with emotional storytelling about why your mission matters in relatable human terms. Have a prominent call to action for donating or volunteering. Simplify and test your donation page to ensure a smooth, frustration-free user experience.

Step 4: Steward Donors with Ongoing Updates

Promptly thank new supporters after Giving Tuesday, then continually engage them. Provide regular progress updates.

Alexia Morrison, Founder of Reach St.Pete, stated in our webinar Preparing for Giving Tuesday: Building a Fundraising Campaign, the importance of  "sharing how contributions make a difference. Transparency builds crucial long-term trust."

Thank all new donors within 48 hours with a personalized email or hand-written card expressing your gratitude. Send monthly impact update emails showcasing tangible examples of how donated funds are used and the good enabled. Share year-end recaps of programs accomplished thanks to donor support.

During the last webinar of the series, Expanding Your Donor Network, Angelica Suarez, Team Lead, Nonprofit Partnerships at Resilia, stresses building personal relationships with donors by getting to know them as partners, not just transactions. “Learn their preferences to make them feel valued and share your inspirational founding story," Angelica says, "not just facts and figures. Connect donors to your dreams and motivations from the start."

Step 5: Sustain Engagement Year-Round

Harness Giving Tuesday's momentum beyond the day itself. Resilia's Senior Curriculum Development Manager, Andrea Ortega, advised in our webinar Preparing for Giving Tuesday: Building a Fundraising Campaign.

"Maintain consistent storytelling to inspire ongoing support."

Develop a year-round social media and email editorial calendar to share mission impact stories regularly. Send periodic newsletters recapping your latest initiatives, accomplishments, and upcoming needs. Host small in-person events for donors to connect face-to-face and cultivate deeper loyalty.

Leverage Resilia's Solutions

Resilia provides various resources to optimize nonprofits' Giving Tuesday efforts:

• Resilia Donations: Simple, secure fundraising software that highlights your mission and automatically tracks and reports your donations. 

• Resilia Storybuilder: Easily capture and share compelling impact stories.

• Customizable Resource Library: Templates for appeals, thank you notes, and more.

With the right preparation, nonprofits can make this Giving Tuesday their most successful yet. Let the momentum carry into 2024. We hope this guide helps you rally support and advance your mission!
You’ve got this!