Every year, nonprofits around the world participate in Giving Tuesday, a global giving day that celebrates radical generosity and encourages charitable giving.
What started as a simple idea in 2012 has grown into a movement that inspires hundreds of millions of people across local communities and nations. For nonprofits, it represents one of the most important opportunities of the giving season to raise funds, strengthen donor relationships, and showcase their impact.
To maximize Giving Tuesday (also referred to as GivingTuesday) donations, organizations need financial readiness, clear strategies, and systems created to build donor trust. This guide explores the history of Giving Tuesday, why it matters for nonprofits, and how to run a successful campaign that inspires supporters and strengthens your financial foundation.
Giving Tuesday is a global generosity movement that encourages people to give back through volunteerism, advocacy, and acts of kindness. It’s different from consumer-driven events like Black Friday or Cyber Monday, because the focus is on generosity, community, and a sense of shared humanity that connects people around the world.
The idea is to dedicate one day each year to encouraging people everywhere to support charitable organizations and causes close to their hearts. For nonprofits, it is a fundraising opportunity and a chance to remind donors why their mission matters.
At its core, Giving Tuesday is about more than one day of fundraising. It’s about strengthening the culture of donating. Donors use this time to support causes they believe in, often planning their year-end contributions to maximize impact and tax benefits. This makes it easy for supporters to give in ways that matter most to them.
Giving Tuesday began in 2012 as a collaborative effort between New York’s 92nd Street Y and the United Nations Foundation. The goal was to encourage giving as the holiday season began, kicking off with the U.S. Thanksgiving holiday.
Since its launch, Giving Tuesday has grown tremendously. Today, it’s recognized as a global day that inspires hundreds of millions of charitable donations around the world. Each year, new organizations, community groups, and families (often with children) get involved, making it one of the most impactful fundraising movements of the decade.
Giving Tuesday takes place on the Tuesday after Thanksgiving.
Action Step: Add these dates to your calendar now and encourage your fundraising team to plan ahead.
Giving Tuesday sits at the intersection of generosity and tax planning, which makes it especially valuable for nonprofits. Many donors time their giving around this day so they can contribute before year-end deadlines and qualify for tax deductions.
For your organization, this means that your Giving Tuesday messaging should remind donors that their contributions may be tax-deductible. Your finance team should be ready to provide receipts quickly and accurately.
Clear communication about how gifts will be used is equally important. Donors want to know that their Giving Tuesday donations are advancing the mission of a trustworthy organization. By combining financial accountability with inspiring stories, you position your organization in the community as both a good steward and a good storyteller.
Yes! Giving Tuesday is a well-established and highly successful fundraising initiative. Billions of dollars have been raised globally since its inception, and organizations of all sizes benefit from participation.
Giving Tuesday has become a global generosity movement unleashing radical generosity, and organizations that participate see benefits that go well beyond one day of donations.
Here’s why this matters:
Tip: Think of Giving Tuesday as the launchpad for deeper donor engagement, community involvement, and long-term financial health – not just another day to raise money.
No. There’s no official registration required to run a Giving Tuesday campaign. Nonprofits of all sizes can participate simply by planning a fundraising initiative, engaging with donors, and promoting it on Giving Tuesday.
However, organizations can register on the official Giving Tuesday website to be included in local communities and global visibility efforts. This is also a great way to connect with networks, resources, and promotional tools.
Nonprofits can increase donations through a combination of strong storytelling, donor engagement, and financial stewardship. Here are some proven approaches:
No matter what fundraising strategies you choose, following a few best practices will help maximize your Giving Tuesday results. These tips combine marketing strategies with financial best practices so your campaign raises funds and builds lasting donor trust for the future.
Successful Giving Tuesday campaigns begin months in advance. Create a calendar that maps out your fundraising ideas, sets internal deadlines, and allows time to test systems such as your donation page or peer-to-peer platform. Planning ahead also ensures your finance team can track campaign-specific revenue and expenses properly.
Review last year’s campaign performance and current donor data to set a realistic, yet ambitious, target. Break down your goal by revenue source – individual gifts, corporate matches, or grants – so you can track progress in your accounting system.
Develop a communication plan that includes an email series, social media posts, and mail appeals. Share stories that connect donors to your mission and highlight how their donations will make an impact. Be sure to include multiple links to your online donation page to make the giving process as easy as possible.
Post regular updates on social media. Share a fundraising thermometer on your website and send reminder emails to keep donors engaged. If your contacts have shared phone numbers, a text campaign is a great way to put your campaign at donors’ fingertips. Real-time updates in GivingTuesday communities help to create a sense of community – as well as urgency.
Send thank you emails immediately (these can be personalized and automated. From a financial perspective, make sure every donation is entered into your accounting system with the donor's name, gift amount, and payment details. Providing prompt receipts helps donors track their donations for tax purposes.
After Giving Tuesday, review your fundraising and financial results. Did you meet your goal? Which channels were most effective – social media, direct mail, or corporate matches? Documenting your results helps your fundraising team improve next year, and financial analysis ensures your reports are accurate for your board, as well as auditors and grantmakers.
Giving Tuesday has grown into a fundraising powerhouse. In recent years, nonprofits collectively raised billions of dollars in a single day. Results vary by organization size and strategy, but the day represents one of the largest collective fundraising efforts worldwide.
The most successful fundraisers typically have strong accounting systems already in place. Donors are more likely to give when they trust that funds are managed responsibly and transparently.
Donations are tax-deductible when made to eligible 501(c)(3) organizations. Donors need receipts that include:
Receipts must be issued to donors promptly for year-end tax purposes and to demonstrate accountability.
Many corporations, foundations, and individual donors participate in matching gifts. Some employers match employee giving, and others sponsor nonprofit matches during the campaign.
Not every contribution is automatically doubled, but Giving Tuesday matching donations are a powerful incentive tool. Nonprofits that promote matches often see a significant increase in donor participation.
Giving Tuesday is a unique opportunity for nonprofits to boost donations, build awareness, and expand their supporter base.
As a charitable organization, your participation connects you to a global generosity movement rooted in radical generosity – the idea that small acts of giving, when multiplied across millions of people, can create extraordinary impact.
By planning early, setting clear goals, telling impactful stories, and engaging with donors across multiple channels, your organization can make the most of this global day of giving and set the stage for ongoing support in the future.
A successful campaign doesn’t just rely on marketing – it also depends on financial readiness. Accurate donation tracking, prompt acknowledgment letters, and transparent reporting are all critical for building trust with donors.
Partnering with an experienced accounting team can help ensure your systems are prepared for the global movement that is Giving Tuesday, and for the entire giving season ahead. Contact us today to learn how we can help.
