Giving Tuesday: A Powerful Opportunity for Connection
Written by Beth Ann Locke, Director of Academy and Senior Consultant at the Gail Perry Group.
$3.1 billion.
It’s a staggering amount, isn’t it?
That’s how much was raised in the United States during Giving Tuesday 2023.
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So, let’s make sure your organization is ready to take advantage of new revenue and donors this year!
Giving Tuesday has grown from a grassroots idea into a worldwide movement — a day dedicated to generosity, community, and making a difference.
Why Giving Tuesday?
Launched in 2012 as a counterbalance to the consumerism of Black Friday and Cyber Monday, Giving Tuesday quickly became an important date in the calendar of many nonprofits.
It’s been wonderful for nonprofit organizations. GT provides a fabulous format for raising more awareness and welcoming new donors to make an impact.
With the average gift in 2023 at around $100, Giving Tuesday naturally leans towards smaller contributions. This makes it a great opportunity for peer-to-peer fundraising and new donor acquisition—something all nonprofits need!
Monthly sustaining donations!
Plus, and surprisingly – many Giving Tuesday donors are signing up for recurring or monthly donations!
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According to Neon One, monthly donor engagement through Giving Tuesday campaigns saw a 34% increase over 2022.
It’s inspiring to know that this special day can build long-term relationships with donors who seek continuous impact.
But Giving Tuesday isn’t just about dollars. It’s about volunteerism, in-kind donations, and engaging younger supporters.
In fact, 82% of 18-34-year-olds aware of Giving Tuesday participated in some form of giving.
Hot tip: GT may offer a unique chance to connect with the next generation of changemakers.
Tips for Engaging Major Gift Donors on Giving Tuesday
While Giving Tuesday is often focused on smaller donations, it also offers a remarkable opportunity for deepening relationships with major gift donors.
Here are 3 approaches you might consider:
1. Offer a Matching Gift Opportunity
Matching gifts is a fundamental aspect of Giving Tuesday campaigns.
Imagine the impact of inviting a major donor to match contributions from new donors on Giving Tuesday.
Many donors with the means to do so enjoy leveraging their gifts to inspire others.
Action Item: If you have a major donor who’s been particularly generous, why not ask them to contribute the total you raised during 2023’s GT campaign, say $20,000 to $60,000, as a matching gift?
This Giving Tuesday match opportunity could double the impact, bringing a sense of partnership and excitement to their giving.
Hot tip: The potential for engaging major donors is enormous, as donors love seeing their contributions inspire others.
2. Turn Giving Tuesday into “Thanking Tuesday”
With inboxes and social media feeds flooded with donation appeals, why not stand out by turning Giving Tuesday into a day of gratitude?
My colleague, Adam Clevenger, has done just this with a nonprofit called Second Helpings.
For a few years now, they’ve used Giving Tuesday as an opportunity to say Thank You instead of asking for more.
Action Item: Enlist board members and volunteers to make thank-you calls to donors, building connections and deepening relationships.
One year, Adam and his team made 286 thank-you calls during Giving Tuesday. Their results were extraordinary. They gained two new volunteers and raised an unexpected $18,505, all while focusing on gratitude.
Hot tip: You’ll still raise money if you turn Giving Tuesday into a “thank you day!”
Research from Bloomerang shows that calling first-time donors within 90 days to say thank you can increase retention rates up to 58% and nearly double the size of the next gift.
3. Engage Donors as Ambassadors to Attract New Supporters
We often forget that our current donors can be some of our strongest advocates, especially on Giving Tuesday.
You can tap into new networks of potential donors by encouraging them to share their passion for your cause.
This approach works well across the giving spectrum—from modest but consistent donors to those with greater resources who want to amplify their impact.
Action Item: Before Giving Tuesday, consider reaching out to loyal donors and asking if they’d be willing to share a personal story on social media, send an email to their networks, or even host a small virtual event to encourage others to give.
If you provide them with simple messaging, social media graphics, or a heartfelt testimonial template, they will find it easy to share their support.
This kind of peer-to-peer engagement can be incredibly powerful.
When new donors see others—especially those they trust—passionately supporting your mission, it creates a ripple effect that can attract more people to your community.
And for those higher on the giving ladder, knowing that their voice and influence can attract others often deepens their commitment to your organization.
Making Giving Tuesday Work for Your Mission
The real question when it comes to Giving Tuesday is, What effort am I putting in for the return on investment?
For many nonprofits, acquiring new donors at an average gift size of $100 is worth the investment of time and effort.
For others, the opportunity lies in engaging major gift supporters, raising awareness, or turning the day into a celebration of appreciation.
Action Item: What matters most is having a reason, a purpose, and a plan for a Giving Tuesday campaign.
It’s not about launching a campaign just because it’s what other nonprofits are doing; it’s about ensuring that your efforts align with your mission.
Remember, our role as fundraisers isn’t simply to ask for money. Our role is to invite people to make a difference in the world through the work of our nonprofits.
BOTTOM LINE: When you approach Giving Tuesday with intention, you create new opportunities for donors to connect with our mission.
And you set the stage for generosity that lasts beyond a single day.
If your organization is planning a capital campaign or launching a major gifts program, we can help. Email us at capitalcampaigns@gailperry.com to schedule a free strategy call.
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