Don't Miss Out: What Nonprofits Need to Know about Giving Tuesday

By Lisa Hirst Carnes | November 2022

Illustration of people donating to large jar.

Giving Tuesday is a global day of giving that falls on the Tuesday following Thanksgiving in the United States. It's a time when individuals, businesses, and organizations come together to give back to their community and support the causes they believe in. For nonprofits, this is an opportunity to raise awareness and funds for their organization. Here is everything you need to know about Giving Tuesday and how your nonprofit can make the most of it.

What is Giving Tuesday?

Giving Tuesday is a global day of giving that falls on the first Tuesday after Thanksgiving each year. It was established to encourage people worldwide to support charities and non-profit organizations through financial donations or volunteer work. Giving Tuesday aims to build a more supportive and compassionate society with donors of all ages and backgrounds by building networks of kindness and helping those in need.

How Did Giving Tuesday Get Started?

Giving Tuesday was first started in 2012 as a response to the frenetic consumerism of Black Friday and Cyber Monday. Originally conceived as a way for people to get back in touch with the spirit of giving during the holiday season, this one-day philanthropic event has since become a nationwide movement.

Giving Tuesday is celebrated online and offline, as millions of people from all walks of life pitch in to support causes close to their hearts. In addition to raising money for charitable organizations, Giving Tuesday also emphasizes volunteerism, with many participants taking time out of their busy schedules to help those in need. Overall, this annual event serves as a powerful reminder that even small acts can have big impacts on our communities and our world.

When is Giving Tuesday 2022?

The date of Giving Tuesday falls on the first Tuesday after Thanksgiving each year. In 2022, it will be celebrated on Tuesday, November 29.

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Planning your Nonprofit Giving Tuesday Strategy

Now that you know all about Giving Tuesday, it's time to start planning your Giving Tuesday strategy. As a nonprofit organization, there are many ways that you can get involved in this global day of giving. Here are a few ideas to get you started:

Start Early

When planning a successful Giving Tuesday campaign, there is no better strategy than starting early. By planning your campaign well in advance, you will be able to optimize your efforts and increase the chances of achieving your fundraising goals. Some key factors to consider when getting started include identifying your target audience, researching current trends in online giving, and developing a solid marketing strategy.

With the right preparation and forethought, you can create an impactful Giving Tuesday campaign that both raises awareness of your cause and inspires people to get involved. Whether you work with a team or are going solo, getting started early will help ensure that you have all the tools and resources you need for a successful campaign.

Set SMART Goals

When setting goals for your Giving Tuesday campaign, it is important to create SMART goals. SMART stands for specific, measurable, attainable, relevant, and time-bound. This framework will ensure that you are defining your goals in a way that allows you to effectively track and measure your progress.

It's essential to be as specific as possible when setting your goals. This means identifying the exact outcomes you want to achieve and breaking them down into smaller, more manageable steps. For example, if you want to raise $5,000 on Giving Tuesday, consider what actions you can take to reach this goal – such as organizing a volunteer event or making an online fundraising page – and set clear milestones along the way.

It's also important to ensure that your goals are measurable so you can easily track progress toward them. Your metrics could include the number of volunteers attending an event or the amount of money raised through donations on your fundraising page. Additionally, creating deadlines for these metrics helps ensure that they are attainable and achievable over a certain period of time.

Promote Your Campaign on Social Media

Social media is a powerful tool that you can use to reach potential donors and promote your Giving Tuesday campaign. There are a number of different platforms that can be leveraged, including Facebook, Twitter, and Instagram.

Each platform has unique strengths and allows you to target your efforts in a targeted and efficient way. For example, on Facebook you can build a custom audience based on specific factors like age or location, making it possible to reach exactly the right people for your campaign.

Additionally, Facebook has a robust advertising network that can help raise awareness about your cause far beyond your immediate followers.

Meanwhile, on Twitter and Instagram, you can interact directly with potential donors by sharing inspiring stories or engaging images related to your cause. By using social media effectively, you have the opportunity to grow your Giving Tuesday campaign exponentially and make a real impact in your community.

Weave Giving Tuesday Into All of Your Marketing Channels

Many people only think about promoting their Giving Tuesday campaign on social media, but this is just one piece of the puzzle. To reach as many potential donors as possible, you need to be strategic and think about all of the different ways you can get the word out. 

Your website should be one of your primary marketing channels for Giving Tuesday. Include a banner or pop-up on your homepage that encourage visitors to learn more about your campaign and how they can get involved. You can also create dedicated landing pages that provide detailed information about your goals and how people can donate. If you have an email list, be sure to send out updates about your campaign and include links that allow people to donate easily.

In addition to online channels, you can also promote your Giving Tuesday campaign through traditional channels like print ads or flyers. If you have a brick-and-mortar location, be sure to let customers know about your campaign in-store. You can also partner with local businesses to help spread the word.

Don't Forget About Your Existing Donors

Your existing donors should be one of your top priorities when planning your Giving Tuesday campaign. These are the people who already believe in your cause and are more likely to give again if they are approached in the right way.

One of the best ways to engage your existing donors is through personal outreach. This could include sending them a handwritten note or giving them a call to update them on your work and let them know how much their support means to you. You can also segment your email list and send targeted messages to those who have given in the past.

It's also important to create appropriate giving levels for your existing donors. If you only have a few donation options, many of your donors will likely give at the same level they did last time. By offering various giving levels, you can make it easy for people to increase their support if they can.

Finally, don't forget to thank your donors! Showing your appreciation is a key part of donor retention and can help ensure they continue supporting you in the future.


Giving Tuesday is important for nonprofits to engage potential donors and promote their work. Being strategic about your approach can make a big impact in your community. Leveraging social media, promoting through multiple channels, and engaging your existing donors are all key components of a successful Giving Tuesday campaign. While some initial investment is required to get started, the return on investment can be significant.

With some careful planning, Giving Tuesday can be a powerful tool for your nonprofit. So start brainstorming and get ready to make an impact!

Topics: Nonprofit Help