This is a guest blog by Mary Whitrow with Kindsight.
As a nonprofit professional, you know that Giving Tuesday is one of the biggest days for fundraising. In recent years, it’s grown into an event that can’t be ignored. But what many of us don’t realize, is that it should be treated less like one day, and more like the start of a whole season!
To explain this, we have to acknowledge that donors aren’t just donors—they’re also consumers. During the last few months of the year, donors' attention is being pulled in many directions; they’re juggling holiday shopping, family budgeting, and charitable giving all at once.
Think of your own experience with the holiday shopping season. It has been extended with events like Black Friday, Cyber Monday, and early Christmas promotions. Most of us (consumers) aren’t shopping solely in the last week of December—we are starting in November.
There is a lot of noise coming at donors from all sides, and it’s easy for your Giving Tuesday ask to get lost in the fray. So instead of treating it as a standalone event (easy to overlook), think of it as the kickoff for an extended season of giving, where you can provide your donors with many opportunities to be generous.
Donor Behavior and Financial Cycles
Understanding how donors manage their finances during this time is key. Just like they’re planning out what gifts to buy for loved ones, they’re also figuring out how much they can donate. And people tend to making purchases form themselves or others during Black Friday and Cyber Monday, which means they’re carefully evaluating their discretionary income. Luckily, when consumer spending increases, so does charitable giving. It’s a yin-yang relationship—when people feel financially comfortable, they tend to buy more and be more generous.
Giving Tuesday participation has grown consistently over the past ten years (even though that growth appears to be slowing down now), with $3.1B being given in 2023. This tells us that people are still willing and eager to give, even if they’re busy with other financial commitments during December holidays.
Reframing Giving Tuesday: A Progress Marker, Not an End Point
Think of Giving Tuesday as a critical checkpoint to include in your year-end giving season, which, as you know, is a crucial period—20-30% of all annual donations happen in December.
Instead of making one big ask on Giving Tuesday, create a campaign with multiple touchpoints leading up to and following that day. This gives your donors time to engage, reflect, and decide when they’re ready to give.
Dealing with Donor Overwhelm
One of the biggest challenges fundraisers face around Giving Tuesday is dealing with overwhelmed donors. You might send out a perfectly crafted email, only to see low open or response rates. This doesn’t mean your donors aren’t interested—it likely just means they’re swamped with emails and other obligations.
If a donor didn’t give on Giving Tuesday, don’t assume they’ve said “no.” They might simply be busy or missed your message. Be persistent, but thoughtful. Follow up after Giving Tuesday with a friendly reminder that the giving season is still in full swing.
The Email Unsubscribe Dilemma: It’s Okay!
If you’re hesitant about sending too many emails because you fear losing subscribers, here’s a reassuring thought: it’s okay if some people unsubscribe. The cleaner your email list, the better your response rates will be. A smaller, more engaged list of donors is far more valuable than a large list filled with disengaged people who rarely read your emails.
Remember, your goal isn’t just to maintain a big list—it’s to build meaningful relationships with the donors who truly care about your cause.
Keeping Donors Engaged Beyond Giving Tuesday
Once Giving Tuesday is over, the work doesn’t stop. If you haven’t already thanked your donors, do it now! Immediate gratitude is essential. And don’t stop there—keep donors in the loop about the impact of their gifts. Send updates on how their contributions are making a difference.
Personal touches go a long way. Whether it’s a short thank-you text, a phone call, or even a small token of appreciation, these gestures show your donors that you value their support. If appropriate, you could also highlight donor stories on social media to create a sense of community and shared purpose.
Conclusion: Building a Year-Round Giving Strategy
Ultimately, Giving Tuesday should be the beginning of a season of giving, not a standalone event. Use it as a springboard to engage donors throughout the holidays and into the new year. By creating multiple touchpoints and showing donors the ongoing impact of their contributions, you’ll build stronger, lasting relationships that will benefit your organization all year long.
So, as you move through this giving season, keep the momentum going. Your donors are ready—you just need to keep showing them why their support matters, not just on Giving Tuesday, but throughout the entire year.
Author: Mary Whitrow with Kindsight
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