Summary: Giving Tuesday continues to be one of the biggest fundraising days of the year and the kickoff to end-of-year campaigns, but it can be difficult to stand out in the crowd. In this article, we share ideas for turning Giving Tuesday from simply a day of giving into a day of engagement, with activities that have long-lasting impact.
Giving Tuesday started in 2012 as the antithesis of Black Friday and Cyber Monday, encouraging people to embrace generosity and donate to worthy causes. And it’s still one of the biggest fundraising days of the year.
According to GivingTuesday.org, 18.5 million financial donors made gifts totaling $3.6 billion in 2024, up 16% from 2023. Another 12.9 million people gave goods, and 9.2 million volunteered.
The challenge is that every nonprofit asks donors to give on Giving Tuesday. Social media feeds and email inboxes are crowded with requests for donations, making it difficult to stand out. So why not approach Giving Tuesday as more than a day of giving?
More and more nonprofits see Giving Tuesday as an opportunity to engage donors, volunteers, and supporters across the community to increase awareness of their mission. In addition to kicking off end-of-year fundraising, Giving Tuesday is about reinforcing a culture of “doing good” throughout the year.
As GivingTuesday CEO Asha Curran, said “Generosity isn’t just about money. It’s about connection and community.”
Here are four ways small nonprofits can turn Giving Tuesday into a day of engagement with long-term impact!
1) Give to the Local Community
Embrace “giving” from a different angle! Use your email list, social media following, and sponsor network to support community organizations that are looking to solve a specific problem. Consider organizing:
- A book drive for a local school.
- A food drive for a local food pantry.
- A clothing drive for a local shelter.
- A toy drive for a local children’s home.
While bringing attention to other organizations, you’ll build awareness and goodwill for your nonprofit through a mutually beneficial partnership!
2) Recruit Volunteers
Capitalize on the philanthropic spirit of the day! Bring more volunteers into the fold by promoting the fulfillment of volunteerism.
- Host a volunteer open house.
- Promote volunteer opportunities through email and social media.
- Set up a table in a high-traffic area in your community with volunteer information and registration applications (electronically and in print).
Be sure to include stories of impact so potential volunteers can see how your nonprofit makes a difference!
3) Thank You Day
Spend the day thanking donors, volunteers, staff, board members, sponsors, and members of the community for their support. You can:
- Host a fun event (luncheon, dance, craft show, karaoke, etc.)
- Work the phones.
- Meet people in person.
- Distribute “thank you” cards.
- Share social media shoutouts throughout the day.
Thanking people who are passionate about your mission will help you retain donors and volunteers and attract new ones!
4) Host Friendsgiving
What better way to engage the community after Thanksgiving than to invite them to a meal with neighbors and friends! Partner with a local restaurant or caterer to reduce overhead, or consider a casual potluck experience to spark conversations and storytelling on the food line and around the table!
Of course, take plenty of photos and videos throughout Giving Tuesday. Highlight the connections between your nonprofit and the community. Share stories of impact. This will help you turn Giving Tuesday into a productive day of engagement that supports end-of-year fundraising and builds lasting relationships!
