What Is GivingTuesday? Guide + 13 Ideas to Try for 2025

GivingTuesday presents a unique opportunity to attract donors and raise funds by appealing to global generosity within a limited timeframe. If you’re new to the nonprofit space, you may not know exactly what GivingTuesday looks like or how your organization can make the most of it.

In this article, we’ll answer frequently asked questions and offer suggestions for how you can unleash your community’s generosity on GivingTuesday — including how you can leverage the best tools, like Bonterra’s fundraising software, to maximize your organization’s potential for impact.

Last year, GivingTuesday generated $3.6 billion of donations to nonprofits in the United States. We want you to make sure your nonprofit organization doesn’t miss out this year!

What is GivingTuesday? 

GivingTuesday is a global day of giving to nonprofit organizations, celebrating collective generosity around the world. GivingTuesday began in 2012 as a social media promotion encouraging everyone to do good. Since its inception as a national day of giving, GivingTuesday has grown into a global phenomenon, spreading to over 90 countries with thousands of organizations participating and billions of dollars raised.

The event was, in part, started as a response to Black Friday and Cyber Monday, which occur between Thanksgiving and GivingTuesday each year. Where Black Friday and Cyber Monday embrace consumerism ahead of the winter holidays, GivingTuesday encourages individuals to do good through their generosity for the year-end giving season.

Social media has helped #GivingTuesday become an annual, international movement to encourage as many people as possible to donate to nonprofit organizations in a 24-hour period.

Nonprofits use GivingTuesday to run fast-paced fundraising campaigns, often on social media, that generate excitement and urgency for their purpose. These campaigns also provide opportunities to spread broader awareness of your nonprofit and acquire new donors.

With the right nonprofit software, organizations can simplify their operations, engage their donors, and maximize their fundraising efforts year-round.

When is GivingTuesday?

Each year, GivingTuesday falls on the Tuesday after Thanksgiving. 

This year, GivingTuesday will occur on Tuesday, December 2, 2025.

To maximize interest in your campaign, your nonprofit should start planning, preparing, and marketing well in advance. Plenty of nonprofits will be competing for your supporters’ attention, so start getting the word out early.

Built-in coaching, templates, and fundraising plans from Network for Good can help you plan an impactful GivingTuesday and year-end fundraising strategy. Combining your efforts can ensure you make the most of your time, generate more support, and successfully close out the year.

Why GivingTuesday matters for nonprofit organizations

“Generosity isn’t just about money — it’s about connection and community.” — Asha Curran, GivingTuesday’s Chief Executive Officer

Beyond the spike in donations for a wide range of causes, GivingTuesday provides visibility for organizations of all sizes. Smaller nonprofits and grassroots campaigns often see their messages amplified as donors actively look for ways to give back.

The movement also helps organizations reconnect with lapsed donors and inspire first-time supporters, creating lasting relationships beyond a single day. 

Whether through a social media campaign, an email appeal, or an in-person fundraiser, GivingTuesday makes it possible for organizations to connect with donors wherever they are.

Interested in planning some GivingTuesday outreach? Download our GivingTuesday Checklist!

Activate multi-channel campaigns, personalize outreach, and connect with supporters wherever they are with tools like Bonterra EveryAction. Easily launch campaigns across multiple channels and engage supporters at scale.

How does GivingTuesday work?

Any 501(c)(3) nonprofit can participate in Giving Tuesday without registering or paying fees. The day brings together nonprofits of all types, including:

• Large and small nonprofit organizations
• Grassroots campaigns
• Educational organizations
• Healthcare organizations

You can find more information about the movement and how you can participate on the GivingTuesday website.

Organizations typically participate by running social media campaigns, sending email appeals, hosting live events, or mobilizing volunteers. The key is meeting supporters where they already are and encouraging them to be part of something bigger than themselves.

How much can I raise on GivingTuesday?

While results vary depending on an organization’s size, outreach strategy, and donor base, the potential of your giving campaign is significant. Nonprofits of all sizes — from grassroots organizations to national nonprofits — saw increased engagement and donor acquisition.

In 2024, GivingTuesday saw $3.6 billion in donations, breaking previous records. Your GivingTuesday campaign can be one of the biggest fundraising opportunities of the year if you plan ahead and use multiple channels.

For many organizations, GivingTuesday offers a great opportunity to close out the year with increased support. According to generosity trends, hosting smaller giving days throughout the year can help organizations achieve similar success, allowing you to raise even more funds and build more relationships year round.

How can I participate in GivingTuesday this year? 13 ideas to try 

Giving days are a convenient way for donors to engage with the causes they care about and allow participating organizations to highlight their impact and communicate their most pressing needs. 

Get creative and think outside the box for your GivingTuesday campaign. Plan a campaign to raise money and celebrate generosity in your own way based on your audience’s preferences.

Consider trying these fundraising event ideas for your next GivingTuesday campaign:

1. Launch a peer-to-peer fundraising challenge 

Peer-to-peer fundraising is an effective way to raise awareness for your organization and grow your community. Supporters can sign up to fundraise on behalf of an organization by creating a mini campaign that goes toward your fundraising goal. This format helps you access your supporters’ networks of family and friends, encouraging more individuals to give.

By empowering your volunteer fundraisers with the tools to set their own goals, tell their own stories, and get their networks involved, you’ll give them a fun and easy way to support your organization.

“Utilizing peer-to-peer fundraising for our giving day not only allowed us to engage key stakeholders such as our board of directors, physicians, and hospital staff, it allowed us to greatly expand the reach of our cause far beyond expectations.” —Tiffany Bloss, Schuyler Health Foundation, Cayuga Health

Simplify your peer-to-peer fundraising for both staff and participants with Bonterra DonorDrive. Our peer-to-peer fundraising software provides each fundraiser with their own toolkit and profile, delivers mini campaign donations directly to your organization, and helps centralize your donor data,  making it easy to trust and understand.

2. Create a compelling donation page on your website

Creating a space for donors to learn about your nonprofit can make them feel more connected to the giving day through a meaningful experience that can translate to repeat giving. Use your nonprofit website as a central hub for these activities.

Follow these tips to ensure your site and donation page are optimized for GivingTuesday:

• Create a dedicated GivingTuesday landing page to showcase your giving day campaign with all the information potential donors need to know, including the goal, the impact of donations, and clear instructions on how to donate.
• Make it easy to donate by designing a dedicated donation page with a secure payment processor on your website. Include a prominent donation button or link on your website so donors can easily find and access it.
• Highlight social proof, such as testimonials or real-time donation feeds, on your website to encourage others to donate.
• Optimize for mobile to improve the user experience. With more and more donors giving on mobile devices, it’s essential that your website is mobile-responsive and user-friendly.

Tip: Integrate storytelling elements like compelling visuals and data-backed impact statements directly into your donation page to:Create an emotional connection.Help donors visualize the difference their contribution will make.Encourage more generous giving.

3. Go live on social or run a text campaign 

The primary avenue for donors to discover new causes and giving initiatives is through social media. In fact, #GivingTuesday garners billions of impressions on social media each year.

By hosting your own giving day, you can take advantage of this widespread attention and direct it toward your nonprofit. Follow these tips to build a social media presence for your GivingTuesday campaign:

• Create a social media content plan that outlines the messaging, visuals, videos, and hashtags you intend to use, along with the platforms you will be active on.
• Use influencers to amplify your message and increase your reach and engagement. Contact thought leaders who have a large following and ask them to share your message with their networks.
• Make it easy for donors to take action with clear and easy-to-follow calls to action (CTAs) with a donation link or specific instructions on how to participate.
• Engage with your audience in real time by responding to comments, thanking donors, and sharing updates to keep the momentum going.

With these tips, you can attract more donors, gain more visibility, and achieve your fundraising goals on GivingTuesday. 

4. Publicly recognize your donors  

Public recognition goes a long way in building lasting donor relationships. Even before GivingTuesday wraps up, make sure you show gratitude to your supporters. A timely thank-you makes donors feel seen and reinforces their decision to give.

Consider these simple but impactful ways to acknowledge your donors:

• Highlight them on social media with personalized shoutouts.
• Send thank-you emails promptly, making sure each message emphasizes the impact of their gift.
• Pick up the phone to personally thank donors who make significant contributions.

Opting for creative donor thank-you ideas can go a long way in building lasting connections. Small gestures, like sending donors branded products or personalizing your notes of appreciation, help them feel truly valued for their contributions.

By shining a spotlight on donor generosity, you build stronger relationships and encourage ongoing support well beyond GivingTuesday.

Tip: Highlight your donors’ stories and motivations. Sharing why someone gives can inspire others and create a deeper connection to your cause.

5. Ask for donation matching 

A matching gift program is one of the most effective ways to maximize the impact of your GivingTuesday campaign. Donation matching encourages others to give because they know their impact will be multiplied.

By partnering with businesses, board members, or major donors, you can create a challenge where every dollar raised is matched — instantly doubling the impact of each contribution.

For example, if your supporters raise $10,000 at a 1:1 match ratio, your partners will match it for a total impact of $20,000.

6. Recruit volunteers to make calls 

A heartfelt thank-you can mean more when it’s delivered personally. Recruit a group of staff or volunteers to make thank-you phone calls or videos throughout the day so donors feel your appreciation within hours of making a donation.

These personal touches make supporters feel immediately appreciated and help strengthen long-term relationships. Even a two-minute call to say “thank you” can leave a lasting impression that encourages future giving.

7. Encourage random acts of kindness

Encourage your community to participate in GivingTuesday by performing random acts of kindness that spread positivity and connection. Acts could include writing thank-you notes to neighbors, paying for someone’s coffee, or donating gently used items to a local shelter.

On GivingTuesday, highlight these stories across your social media channels to show how small acts add up to something bigger. When people see that generosity is about more than money, they’re more likely to feel inspired to participate in your campaign.

8. Send out email campaigns  

Email is still one of the most effective ways to reach supporters during GivingTuesday.

You can use a GivingTuesday email template to get started or try drafting a series of messages leading up to the event, on the day itself, and in the follow-up period. Each should tell a compelling story about your mission, share the tangible impact of gifts, and include a clear call to action.

Don’t forget to segment your audience — first-time donors may need more context about your work, while longtime supporters might respond best to messages of gratitude and impact.

Tip: Automate personalized follow-up emails to:
• Thank your donors promptly.
• Show the impact of their contributions.
• Strengthen donor relationships.
• Encouraging future giving.

9. Consider crowdfunding

Crowdfunding is a great way to tap into the power of your community. Rally your supporters around a specific campaign page where donors can easily give, share your message, and invite others to participate.

The key to a successful crowdfunding campaign is storytelling — share why you’re raising funds and how donations will be used. Adding live updates or testimonials encourages more people to give.

10. Request donations of supplies and goods 

Invite your community to donate in-kind items such as clothing, canned food, hygiene kits, or school supplies — whatever makes the most sense for your mission. These types of donations can make a tangible difference for organizations serving immediate community needs.

Make it easy by publishing a clear list of what’s most needed and providing simple drop-off instructions. You can even tie this effort to your digital campaign by encouraging donors to post photos of their donations on social media to spread awareness.

11. Host a virtual fundraising event 

Virtual events like online fundraisers are an engaging way to bring people together from anywhere in the world on GivingTuesday. Online events give supporters a chance to connect directly with your mission regardless of where they’re located.

Pair your event with real-time donation opportunities and live updates to keep energy high. Done well, a virtual event can generate excitement, attract new supporters, and deepen relationships with existing donors.

12. Recruit and encourage volunteers

Volunteering helps strengthen connections to your mission while expanding your network of advocates. Recruit volunteers to give back with their skills or time to your organization. Opportunities include helping at events, providing pro-bono expertise, or joining a board or committee.

13. Turn supporters into advocates  

Empower your donors and volunteers to go beyond giving by becoming advocates for your mission. When supporters share your story with their own networks, they can dramatically expand your reach. Provide them with easy-to-use resources like sample social posts, talking points, or shareable graphics to make advocacy effortless.

Bonterra EveryAction makes it easy to activate supporters with personalized engagement and turn action-takers into loyal donors using our advocacy tools. By turning one-time donors into lifelong champions, you amplify your impact far beyond a single day of giving and boost donor lifetime value.

Steps to get the most out of your GivingTuesday campaign

A successful GivingTuesday campaign needs a thoughtful plan that drives awareness, inspires action, and builds lasting donor relationships.

The steps below can help you maximize visibility, boost donations, and ensure your efforts have a lasting impact.

1. Start planning early  

The more robust your plan, the smoother your GivingTuesday fundraising will run.

Give yourself at least six to eight weeks to plan your GivingTuesday campaign. Early prep gives you time to finalize your messaging, secure matching gift sponsors, and rally your team. 

To prepare for GivingTuesday, follow these steps to plan your fundraising campaign:

• Develop a unifying campaign theme.
• Set realistic, measurable goals.
• Map out marketing channels.
• Create a campaign calendar and timeline.
• Recruit board members, loyal donors, volunteers, and peer-to-peer campaign leaders.

Well-designed promotional materials make your nonprofit seem more professional and create greater brand awareness. You’ll want to create these materials for your nonprofit’s GivingTuesday campaign early on to ensure your supporters get the message and know how to make an impact. When preparing your GivingTuesday materials, be sure to:

• Include your unique logo, tagline, and hashtag.
• Create a branded GivingTuesday landing page and donation form.
• Draft promotional emails, donor texts, and social posts, as well as follow-up communications, press releases, and thank-you emails, in advance.
• Design homepage banners or pop-ups for increased visibility.
• Equip ambassadors with logos, images, and messaging to share.
• Test your emails and donation page across devices.

Tip: Plan to use a multi-channel content calendar that integrates email, social media, and your website for consistent communication.

2. Set a clear donation goal

Clear, realistic goals motivate both your team and your donors. Define specific fundraising goals for GivingTuesday and connect them to tangible impact, like funding a specific program or serving a set number of beneficiaries.

Not only do you need to make supporters aware that you’re fundraising during GivingTuesday, but you’ll also need to generate excitement about it. 

Leading up to GivingTuesday, build excitement by:

• Sending “save the date” messages and reminders in newsletters.
• Encouraging supporters to create Facebook Fundraisers.
• Rallying your peer-to-peer fundraisers and ambassadors with a final pep talk the day before.

Before launching, test your giving page and email blast one last time to ensure you can successfully convert your supporters’ excitement into gifts. After building anticipation, you want to focus on making sure the day itself runs smoothly.

3. Use the right GivingTuesday platforms

The platforms you use can make or break your GivingTuesday results. Look for tools that help you launch multi-channel campaigns, track engagement, and simplify donor management. For example:

• Bonterra EveryAction enables you to run integrated email, social, and direct mail campaigns with centralized reporting.
• Bonterra Network for Good offers easy-to-use donation pages and donor engagement tools for small to mid-sized nonprofits.
• Bonterra DonorDrive empowers peer-to-peer fundraising and individual giving, allowing supporters to raise funds on your behalf.

Choosing the right technology ensures your GivingTuesday campaign runs seamlessly from the first touchpoint to your final thank-you.

4. Segment your audience

Not every donor is motivated by the same message. Segmenting your audience ensures each group receives communications that feel personalized and relevant. For example:

• New donors: Focus on storytelling and impact to engage new supporters and build trust.
• Recurring donors: Emphasize your appreciation and highlight progress they’ve already made possible.
• Lapsed donors: Send re-engagement appeals that show what’s changed since they last gave and how they can help.

Donors increasingly expect and appreciate personalized messages; by tailoring your GivingTuesday messages, you’ll create stronger connections and increase the likelihood of repeat giving.

Tip: Tools like Bonterra EveryAction allow you to use AI and automation to personalize messages, streamlining the process for your team and providing the connection your donors want. 

5. Use corporate matching gifts 

One of the most effective fundraising strategies available to nonprofit organizations is matching gifts. Most matching gift programs involve an employer matching a certain amount of money that their employee has given to a designated nonprofit, effectively doubling that donation. 

Advertise matching gift opportunities by:

1. Creating a dedicated matching gift web page: Include essential details like background info on matching gift programs, instructions on determining eligibility, and required nonprofit information, like tax ID (EIN) number and contact information.
2. Incorporating a matching gift search tool in your donation form: Embedding this kind of tool makes it easier for donors to research and determine their eligibility, providing them with donation minimums and maximums for matching, match ratios, qualifying types of nonprofits, submission forms, and deadlines.
3. Promoting matching gifts in your marketing efforts: Send emails, post on social media platforms, or use SMS communication and text-to-give fundraising to promote matching gift opportunities leading up to the giving day and adequately prepare your supporters.
4. Highlighting matching gifts in your day-of communications: Include matching gift information in all of your donor communications to secure matching corporate donations and convince on-the-fence supporters to contribute.
5. Following up with match-eligible donors: Your post-donation communication practices are critical for building solid donor relationships with supporters. Leverage matching gift automation to save your team time and resources during prospect identification and donor follow-up.

Matching gifts can have a significant impact on the success of a fundraising campaign or event like GivingTuesday. The key to securing matching gift donations is communicating early and effectively with potential donors.

6. Stay on top of GivingTuesday activities

On GivingTuesday itself, keep your campaign top of mind with timely updates and outreach. Before the day gets going, make sure you:

• Launch your branded donation page and website pop-ups.
• Verify that your social graphics are live and ready.
• Double-check that you’re registered with Facebook for direct donations.

Throughout the day:

• Send email and text reminders with clear calls to action.
• Post impact stories and updates on social media.
• Check in with your ambassadors and peer-to-peer fundraisers to encourage them and express gratitude.

These real-time touches keep energy high and encourage donors to give throughout the day.

7. Send a quick thank you 

Thank everyone involved and show your appreciation for all they contributed. Running a fundraising campaign takes a great deal of effort and support, but it is an incredibly rewarding experience for everyone. Be sure to express gratitude for:

• Members of your staff and board: Your entire staff and board likely had a hand in your GivingTuesday campaign. Recognizing their contribution boosts morale and allows the whole organization to celebrate the impact of the event.
• Sponsors: Major donors and community partners likely allowed you to run essential initiatives or simply gave significant gifts to your organization. Share insights into how giving day sponsors made an impact to encourage future contributions to fundraising campaigns.
• Fundraising champions: These are the people who spread the word about your organization and helped you acquire new donors and much-needed funds. Thanking them can create an even closer relationship and empower them to go further in the future.
• Donors: Think of fun and simple ways to thank those who donated to your campaign, like handmade notes or personal calls. Anything you can do to make your donors feel special will go a long way in fostering relationships that lead to long-term giving.
• Volunteers: Your volunteers are always there to help support your work, and GivingTuesday is no exception. Thanking your volunteers with an appreciation party or celebrating them with a thank-you gift will keep them excited to keep coming back to help.

Giving thanks immediately sends a message to your supporters and stakeholders that they made an impact on your organization. Dedicate as much time as you can following GivingTuesday to reach out and thank everyone who helped your campaign succeed.

Tip: Vary how you express gratitude to contributors and team members, but personalize as much as possible. The more connected you make them feel, the more likely they’ll continue supporting your cause and organization.

8. Use data to reflect on your campaign

After GivingTuesday, your organization will have a surplus of new data about your donors’ behavior and the success of your campaign.

Analyze your results to learn what worked and where you can improve. Key metrics include:

• Online and offline donations.
• New and repeat donors.
• Donations driven by peer-to-peer fundraisers.
• Volunteer sign-ups.
• Social media engagement.
• Donation sources (email, social, campaign page).

Pair this analysis with a short donor survey to gather feedback. These insights will help you refine future fundraising strategies and make each giving day stronger than the last.

As the year comes to an end, include GivingTuesday data in your year-end communications. Doing so is a great way to show just how impactful your donors have been and how much you appreciate their support.

9. Keep the momentum going through year-end

Charitable giving peaks in December, so use your GivingTuesday fundraising results as a springboard into year-end fundraising. Your follow-up messaging between GivingTuesday and year-end should include your goals, how close you are to meeting them, and what exactly you are trying to accomplish with your supporters’ gifts.

By being transparent about your needs and celebrating donors’ impact, you’ll retain supporters and strengthen relationships heading into the new year.

Crush your GivingTuesday goals this year with the right tools

Whether you’re just learning what GivingTuesday is or you’ve participated in the event since the beginning, building a successful campaign requires careful planning, clear goals, and a network of passionate people.

Getting involved with GivingTuesday allows you to join a global movement, amplify your mission, and inspire generosity. With the right approach — and the right technology — you can maximize the immediate impact of GivingTuesday and your momentum through December. 

Bonterra’s fundraising software helps nonprofits launch effective multi-channel campaigns, track donor engagement, and build stronger supporter relationships.

Ready to level up your GivingTuesday campaign?

FAQ

Why does GivingTuesday always fall after Thanksgiving? 

GivingTuesday is held on the Tuesday after Thanksgiving to build on the season of gratitude and balance the consumer focus of Black Friday and Cyber Monday with a global day of generosity.

How can I participate in GivingTuesday this year? 

Nonprofits can participate by launching fundraising campaigns, hosting events, or engaging volunteers, while individuals can give, fundraise, or spread the word on social media.

Are donations doubled on GivingTuesday? 

Not automatically. Some nonprofits secure matching gift sponsors or corporate partners that double (or even triple) donations, but it depends on the organization.

Who funds GivingTuesday? 

GivingTuesday is a movement supported by donations, grants, and partnerships. Individual nonprofits raise their own funds during the campaign. The organization that initiated this movement is also called GivingTuesday Inc and is an independent nonprofit funded through similar means.

Do I need a big team to participate in GivingTuesday?

No. Even small nonprofits can create a meaningful campaign by focusing on storytelling, mobilizing ambassadors, and using social media to spread the word.