3 GivingTuesday strategies for year-end nonprofit fundraising 

The year-end giving season is an opportunity for people to express their values by supporting their communities and the causes that matter most to them. It is also a crucial time for many nonprofit organizations to secure operational funding, committed volunteers, and advocates for their work. GivingTuesday, the annual event that started with a hashtag and has grown into a global movement in over 100 countries, kicks off year-end fundraising activities on December 3. 

Here we’ll highlight a few insights from our data, research, and community support activities about how you can make the most of GivingTuesday. We know there have been concerns and skepticism around giving trends and the best strategies to remain sustainable. However, our latest quarterly GivingPulse report suggests actionable opportunities to ask for support, build authentic and lasting relationships with their communities, and honor all the ways in which people show up for their communities. 

By incorporating GivingTuesday into your annual fundraising plan, not as an “add-on” or a quick fix, you can use the day as an opportunity to try something new. 

If you think people are being asked to donate too often, think again  

The reality is that many potential donors don’t recall being asked to give recently, and nonprofits are missing valuable opportunities to connect with them. In 2023, GivingPulse data revealed that around half of donors—55% in the first three quarters of the year and 47% in the fourth quarter—don’t remember being solicited for donations. Even more striking, an estimated 9% of those who hadn’t been asked would’ve given if they’d been asked.  

That means there’s a substantial, untapped pool of potential donors waiting for an invitation to contribute. Younger people, particularly those under 30, are especially overlooked: They’re asked less frequently for donations, despite their clear interest in giving. This age group is socially conscious and increasingly eager to support causes that align with their values. Yet, many nonprofits are missing out by not engaging them more actively—and in multiple ways. Offering multiple ways to engage with your organization can attract donors who want to experience or learn about you in different ways. 

TL; DR: Try focusing on engaging a new or untapped group of potential donors or promoting a particular program or project. Provide multiple entry points for potential donors to engage. 

GivingTuesday isn’t just about donating money  

During events like GivingTuesday when people are given more opportunities to express their generosity, they do. Our data shows that during GivingTuesday 2023, 32% of participants took part in multiple ways, giving a combination of time, money, and/or goods. 

GivingTuesday is a perfect entry point for volunteerism. And in addition to the value volunteers provide, volunteer projects can be part of a longer-run strategy to mobilize resources: Research from Nathan Dietz shows that volunteers often go on to become financial donors, providing stable financial support even during the first quarter of a year, when giving rates typically dip. In fact, according to our GivingPulse dataset, volunteers are often a more reliable source of support during quieter fundraising periods. 

TL; DR: People are more likely to contribute in more than one way on GivingTuesday, which highlights the variety of ways a donor can support your nonprofit. This deepened engagement creates a stronger relationship and foundation for long-term support. Add at least one other way donors can engage besides financial giving. If all givers are appreciated and kept updated on your organization’s impact, you’ll garner far more support from those donors year-round.  

GivingTuesday offers a powerful opportunity to connect with donors  

Analysis from the Fundraising Effectiveness Project’s Growth in Giving dataset highlights that in 2022, GivingTuesday surpassed New Year’s Eve as the biggest day of the year for new donor acquisition. This surge in giving also presents a unique opportunity to secure recurring donors. According to Neon One’s data, the heightened visibility of GivingTuesday creates a marketing opportunity for nonprofits, attracting new supporters and setting the stage for long-term donor relationships. Of the monthly recurring gifts initiated during the month GivingTuesday fell on in 2022 and 2023, 12% were initiated on the day itself.  

People are already tuned in to charitable giving on GivingTuesday, so it’s a prime moment to capture attention and build lasting connections. For smaller organizations, an effective GivingTuesday campaign to acquire recurring donors can be a game-changer. It enables them to engage with their communities in ways they may not have the resources for during the rest of the year.  

Beyond donor acquisition, these giving days highlight the importance of community giving—the idea we can do more together than we can do alone. It’s a catalyst for grassroots movements, offering nonprofits—especially smaller ones—a chance to rally local communities around a shared cause. By leveraging this moment of collective generosity, organizations can deepen their community impact well beyond the day itself. People want to be a part of something bigger and in community with others, so keep them close by asking them to consider a monthly gift or other form of support. 

TL;DR: Consider promoting or starting a monthly giving program that makes it easy for people to set up a recurring donation. Additionally, have a gratitude plan to engross those new donors into your work—creating a long-term relationship with your organization. It can start with a handwritten thank-you letter soon after their gift and a thank-you call from a board member, an update on your work at the beginning of the new year, an invitation to volunteer or to be your guest at an upcoming event and see their dollars in action. Don’t let another “ask” be the next time (or only time) they hear from you. For more tips, links to templates, and timelines, see our recent blog piece. 

The data is clear: There’s more generosity waiting to be unlocked. By strategically asking more often, engaging younger audiences, and maximizing opportunities to foster volunteerism and community giving, nonprofits can tap into new, sustainable sources of support and drive greater impact year-round. 

You still have time to develop or add to your GivingTuesday strategies. If you’re looking for campaign planning resources, visit givingtuesday.org/participate/. 

Photo credit: Viktor Cvetkovic via Getty Images