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Here's Everything You Need to Know to Launch a GivingTuesday Campaign

5 Steps to Start a GivingTuesday Campaign

If you’ve never planned a GivingTuesday Campaign before, it might seem daunting. It helps to break down the process into a series of digestible steps: 

  1. Set a goal. What are you hoping to achieve with your campaign? Whether it’s a specific fundraising target or number of volunteers engaged, choose a specific, quantifiable goal to strive for. 
  2. Create a campaign page. Your supporters will need somewhere to go to learn more about the purpose and goals of your GivingTuesday campaign and contribute their donations. Create a streamlined, stylish donation page to act as the online hub for your campaign.
  3. Choose your fundraising initiatives. The heart of your campaign is the fundraising initiative you choose to engage supporters in. For instance, you might launch a text-to-give campaign, a social media challenge (complete with a unique hashtag), a matching gift drive, or an auction event
  4. Select your marketing channels. Getting the word out about your campaign is a large part of the battle when it comes to achieving your goals. Spread the word using a multichannel marketing approach that covers avenues such as direct mail, local news, email, and social media. 
  5. Track metrics. As you carry out your campaign, your metrics or key performance indicators (KPIs) will allow you to assess your progress and determine when you’ve reached your goals. You might choose to track metrics such as the number of peer-to-peer fundraisers engaged, volunteer hours served, or fundraising return on investment (ROI) for the fundraising initiative you choose. 

5 GivingTuesday Campaign Best Practices

As you carry out the necessary steps to get your GivingTuesday Campaign underway, it’s important to keep a few best practices in mind. These best practices will help ensure that your campaign reaches its goals while allowing you to connect with new and existing supporters on a deeper level: 

  1. Tell your organization’s story on your campaign page. Your GivingTuesday campaign offers an effective opportunity to introduce your organization to a wider audience. Make sure your campaign page includes a genuine, detailed story about your organization’s mission, the purpose of your GivingTuesday campaign, and how supporters fit into the picture. For example, describe how you’re using your GivingTuesday initiative to raise funding for your community gardening center, and that supporters’ donations allow you to purchase the necessary supplies and educational resources. 
  2. Make your campaign page accessible. Anyone should be able to participate in your GivingTuesday campaign, no matter their age, ability, or the device they’re using. To make your campaign page inclusive for all, follow accessibility best practices such as including alternative text for images, keeping the page streamlined, and ensuring it’s mobile-accessible. 
  3. Start marketing well in advance. GivingTuesday takes place toward the end of November, but your marketing plan should kick into gear well before then. Start getting the word out about your campaign a month or two in advance to ensure it’s on your supporters’ radars and start generating excitement. 
  4. Incorporate multiple giving opportunities. “Giving” doesn’t just mean contributing monetary donations. Offer multiple ways for dedicated supporters to get involved, from volunteering to completing a random act of kindness and sharing about it using your hashtag. This ensures your campaign is open to everyone, even those who aren’t in the financial position to donate at the time. 
  5. Say thank you often. Express appreciation to your donors, volunteers, advocates, peer-to-peer fundraisers, community members, staff members, and any other individuals that helped your campaign succeed. These individuals contribute their time and energy to support your mission, and they deserve frequent, genuine recognition for their efforts. Be sure to personalize any thank-you letters using each recipient’s name and referencing their unique contributions. 


GivingTuesday Fast Facts

  1. The first GivingTuesday worldwide event was in 2012. 
  2. In the U.S., an estimated 35 million adults participated in GivingTuesday in 2021, raising $2.7 billion (a 9% increase compared to 2020). 
  3. GivingTuesday campaigns take place in over 70 countries
  4. Volunteering on GivingTuesday increased 11% from 2020 to 2021
  5. In 2021, Meta matched $8 million in donations made on Facebook on GivingTuesday. 

Additional GivingTuesday Resources

Interested in learning more about what makes a GivingTuesday campaign successful? Review these additional, helpful resources: