Giving Tuesday: A Powerful Opportunity for Connection
Written by Beth Ann Locke, Director of Academy and Senior Consultant at the Gail Perry Group and last updated by Gail Perry on 11/11/2025.
Let’s Talk Giving Tuesday – with Gail’s Wisdom Mixed In
Giving Tuesday isn’t new – but how you approach it can be.
What if you treated it less like a fundraising sprint and more like a true celebration that builds real connection and momentum for the year ahead?
Why Giving Tuesday Matters
In the United States, Giving Tuesday raised an estimated $3.6 billion in 2024, up 16% from the previous year. Around 36 million people participated.
This day continues to prove that people are eager to give, volunteer, and get involved. ¹ No “donor fatigue” here!
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The event began in 2012 as a counterbalance to the consumerism of Black Friday and Cyber Monday. Today, Giving Tuesday has become a global movement that reminds us what generosity can do.
When approached with intention, Giving Tuesday can be more than a campaign. In fact, it can be a catalyst for stronger donor relationships and long-term impact.
Beyond the $100 Gift
Giving Tuesday often attracts smaller one-time gifts, but we encourage you to think bigger.
Use it as a moment to deepen connections with your most loyal supporters and inspire generosity at all donor levels.
Here’s how.
1. Invite Major Donors to Match Gifts
Matching gifts remain one of the most powerful Giving Tuesday tools.
Gail’s advice: Frame it as an invitation, not a solicitation. You’re inviting a donor into partnership and giving them the joy of multiplying their impact.
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Action step: Ask a major donor to match what your organization raised last year, or a specific Giving Tuesday goal. Matching campaigns double your impact and inspire others to give.
Hot tip: Major donors love seeing their leadership spark generosity in others.
2. Turn Giving Tuesday into “Thanking Tuesday”
When inboxes are overflowing with donation appeals, gratitude can stand out.
Gail’s approach: Consider shifting from asking to appreciating. In this case, you’d spend the day saying thank you, instead of asking for support.
Action step: Recruit board members and volunteers to make thank-you calls or send personal notes. A heartfelt thank you can lead to stronger relationships and surprise gifts later.
Hot tip: Organizations that thanked donors rather than asking, have seen gifts flood in, as a result of the thank you process.
3. Engage Donors as Ambassadors
Your current donors are your most powerful advocates. If you can encourage them to share their stories, then they can inspire their networks to get involved.
Gail’s advice: Make it easy for your supporters to share news with others. Give them simple tools that they can easily share – social media posts, graphics, or a short story to share about why your mission matters.
When people see their friends, whom they trust, supporting you, it creates a ripple effect of credibility and enthusiasm.
Hot tip: Empowering donors to share your message builds a community that sustains your mission long after Giving Tuesday.
Tips from Gail to Make It Even Better
- “Invite” rather than “ask.” A softer approach opens hearts, not just wallets.
- Turn board members into leaders. Encourage them to form Giving Tuesday teams or friendly challenges.
- Gamify your campaign. Use milestones, matches, and public goals to keep excitement high.
- Cut through the noise. Be bold and clear about your message and impact.
- Lead with gratitude. When appreciation comes first, generosity follows naturally.
Making Giving Tuesday Work for You
Giving Tuesday should align with your mission and goals—not just follow a trend. Ask yourself:
- What do we want to accomplish this year?
- Who are our best partners and champions?
- How can we use this moment to tell our story and strengthen relationships?
This is your organization’s chance to remind your community why your mission matters and invite them to be part of something bigger.
The Bottom Line on Giving Tuesday
When you treat Giving Tuesday as a day of celebration rather than pressure, you invite joy and generosity.
You’ll gain new donors, deepen relationships with current ones, and inspire your entire community.
That’s the spirit of Giving Tuesday- and that’s what fuels fundraising success all year long.
Ready to explore your next step?
Talk with our team about how Gail Perry Group helps organizations build clarity, confidence, and momentum through expert fundraising consulting. Click here to schedule a call.
Source
GivingTuesday.org. “Giving Tuesday 2024 Results.” Published December 2024.
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