So you’ve tried it all; the matching campaigns, the hashtags, the prep a year in advance, but nothing seems to quite hit home in your Giving Tuesday campaigns. Or perhaps, you’re just researching and looking for another killer strategy to level up your fundraising game. Either way, we have a 5-step strategy we think you’ll love and will help you hit it out of the park this Giving Tuesday.

1. Renewal Reminder:

As November wraps up, kick off your Giving Tuesday fundraising schedule with an "e-renewal" email to all of your donors who gave in 2023 but not yet in 2024. Personalize the email by including their last gift date and be bold in telling them "Your support of Org is about to expire!" Remind them that they have not yet made their 2024 gift and ask them to contribute again. Timing this renewal appeal at the end of November presents a great opportunity for donors to participate a little early in any challenges or matching gift campaigns you may be running for Giving Tuesday. Starting your Giving Tuesday above the zero-dollar mark can significantly boost your fundraising momentum and overall impact.

2. Newsletter Announcement:

In the days leading up to this important day of giving, include a personal note about Giving Tuesday at the top of your existing weekly or daily newsletters. Let your newsletter subscribers know that as some of your most loyal supporters, they are able to contribute to your big goal or challenge a little early. Include specific details about what the Giving Tuesday challenge entails—such as matching donations, specific fundraising goals, or any incentives for donors. Throughout your campaign, you can use this prime real estate to keep your readers informed about your progress so far, and how their gift can make an impact. With a newsletter note, you can reach subscribers who might not be as interested in opening your solicitation emails, and foster a deeper sense of community while you're at it. Don’t forget to include clear calls to action, encouraging your audience to participate and share the message with their networks.

3. Early Bird Email:

Don’t be shy about emailing your donors early in the day. Aim to send your Giving Tuesday email first thing in the morning. Giving Tuesday is a huge event for nonprofits, as these stats show, so be aware that thousands of other nonprofits will be vying for your donors’ inboxes. That doesn't mean you shouldn't do it — do you see Macy's sitting out Black Friday just because "Everybody else is doing it"? — but it does mean you need to find a way to stand out. Getting your message to their inboxes first will set you apart. Make sure your subject line or preview features the words “Giving Tuesday.” This not only captures attention but also clarifies the purpose of your email right away. Getting ahead of the competition can set the tone for your fundraising efforts, ensuring that your nonprofit remains at the forefront of donors’ minds as they consider their charitable contributions for the day. And while you're at it, make sure you have a crystal clear value proposition. Even if you don't have a matching challenge to utilize, remind donors that "Your monthly gift goes 12x as far today! When you start a new $25/month gift, it will count as $300 towards this crucial Giving Tuesday goal."

4. Double Dip on Your Email:

Consider sending out a second email, often referred to as a “Double Blast,” later in the afternoon on Giving Tuesday. This follow-up is an excellent opportunity to update your supporters on the progress of your fundraising campaign. Highlight how close you are to your goals, share any exciting milestones reached, or mention any matching gift opportunities that may be available. In your message, be sure to create a sense of urgency by reminding recipients about the upcoming midnight deadline. Emphasize that this is their last chance to make an impact and support your organization on this significant day. Encourage them to join the momentum and be part of something meaningful. A compelling call to action will help motivate your audience to give before time runs out.

5. Don't Forget to Say Thank You:

After your Giving Tuesday fundraising campaign wraps up, make it a priority to send a heartfelt “Thank You” email the next day — and go ahead and drop in one final donation link for those who may have missed out. In this message, convey your sincere appreciation for their support, and highlight how their contributions will make a significant difference. Consider sharing specific examples of the impact these donations will have on your organization’s mission or the communities you serve. This message should not only express gratitude but also instill hope for the positive change that lies ahead, creating a sense of connection and encouraging continued support in the future.

We encourage you to try this strategy and are eager to hear about your experience. Our team is ready and available to assist you with the implementation process, so don’t hesitate to reach out here if you need any support or guidance along the way. Happy Fundraising!

About the Author:

Stephanie D'Anselmi works as a Managing Consultant for AmPhil and is a nonprofit professional with expertise in major gifts, foundation fundraising, and digital campaigns. She has helped organizations achieve record-breaking Giving Tuesday results, secure major matches, and grow grassroots support. Previously, Stephanie worked at WHYY, Philadelphia’s public media station, where she elevated its digital fundraising program to a million-dollar success. Learn more about Stephanie here and connect with her on LinkedIn.