Are you Ready for GivingTuesday

Are You Ready (in July) for GivingTuesday (in December)?

Comprehensive checklist below.

Flora Nielson
Digital Strategist

Fresh out of college and just beginning my nonprofit career in 2016, I remember talking with colleagues about sending a couple of GivingTuesday emails.

It was late November, the conversation was casual, and my attitude was basically, “Eh, sure, let’s do it.”

Nearly a decade later, trust me, “eh” is no longer how I feel about it.

Some $4 billion was donated during GivingTuesday in 2025[1], bringing total donations since 2012 to $22.5 billion. This demonstrates the incredible power of this global day of giving. But the organizations that see the strongest results aren’t scrambling to draft emails or build donation pages the week before. They’re planning, testing, storytelling, and building momentum months in advance.

So, why am I talking about GivingTuesday in July?

GivingTuesday falls on December 1 this year,  but the work that makes a campaign successful starts long before then.

Before summer slips away, here are a few things you can start doing now to set yourself up for a successful GivingTuesday.

GivingTuesday red heart logo

Your July GivingTuesday Checklist

  1. Build Your October–December Marketing Calendar: While this blog post focuses on GivingTuesday, we can’t ignore the bigger picture: According to Blackbaud Institute, more than one-third of annual giving occurs during the final three months of the year[2]. During this season, thousands of nonprofits increase their marketing efforts, which means your organization needs a clear plan to stand out, connect with supporters, and inspire action.

    By outlining your October–December marketing calendar early, you can craft a stronger campaign narrative, coordinate your communications, and avoid rushing to pull everything together at the last minute.
  • GivingTuesday Email Touchpoints: The most successful nonprofits aren’t only sending emails on GivingTuesday itself. They’re building a campaign that spans several weeks. Depending on your broader marketing calendar, a simple email cadence might look like this:
  • The Warm-Up | Early–Mid November: 1–2 emails
  • The Eve | Monday Before GivingTuesday: 1 email
  • GivingTuesday | Day Of: 3–4 emails
  • Thank-You | Day After: 1 email
  • Develop an Email Segmentation Strategy: Year-round segmentation is a digital marketing best practice, but it becomes even more important when communication volume surges from October through December. Segmenting your audience helps you craft relevant messages during GivingTuesday—and for other year-end appeals—to speak more directly to each supporter’s relationship with your organization. A simple segmentation strategy might include:
  • Previous GivingTuesday donors
  • Active donors
  • Lapsed donors
  • Non-donors
  • Recurring donors or sustainers
  1. Audit and Review Your Marketing Channels: Before creating anything new, review what you already have. Your existing channels—such as email, social media, website homepage banner and pop-ups, and text messaging platform—are all potential campaign assets. The goal is to be intentional. Identify which channels will help you reach your audience and how they’ll work together to support a cohesive GivingTuesday campaign.
  1. Thank Your Supporters Before the Ask: Before the flood of GivingTuesday and year-end appeals, take time to simply say thank you. A phone call, handwritten note, text message, or email can go a long way toward making donors feel seen and appreciated . . . and can encourage them to give again!
  1. Define Your Offer: An offer helps your donor answer a fundamental question: What will my specific dollar amount accomplish? Building an offer connects a specific financial input to a tangible output. Once this is defined, it can become the anchor for all your creative assets.
  • Example: Does your organization provide meals? Provide the offer is "$10 provides 1 meal for a hungry family."
  1. Secure a Match Donor or Sponsor: A matching gift can be a gamechanger for GivingTuesday. Organizations that leverage matching gifts can raise at least three times more than those that don’t—but these partnerships usually don’t materialize overnight. Start now to identify and secure a donor or sponsor willing to match gifts and help maximize your campaign’s momentum.
  1. Share Stories and Impact NOW: Don’t wait until GivingTuesday to start communicating with supporters. Use the months leading up to the campaign to build trust, share impact, and remind donors that they’re part of the story. By the time your GivingTuesday appeals arrive, you’ll have stronger relationships, more engaged supporters, and momentum that can carry you through the entire year-end giving season.
  1. Review Your Welcome Series: GivingTuesday success does not stop at GivingTuesday; it continues long after, and it’s up to you to build on that momentum. If you haven’t created a welcome series yet, I highly recommend taking this time to do so. If you’ve already built one and haven’t reviewed it in a while, this is the time to do it! Check out our 2026 Donor Experience Scorecard to read more about the importance of a welcome series.
  1. Build and Test Your Landing Page and Donation Form: Take time now to review your technology stack and ensure the giving process is as seamless as possible. A well-designed donation experience can reduce friction, increase conversions, and set donors up for a positive first impression. Consider the following questions:
  • What action do you want donors to take? Make a one-time contribution, become a recurring donor, or something else?
  • Is the donation process intuitive and easy to complete?
  • Are there any unnecessary steps that could cause donors to abandon the donation process?
  • Is your donation page optimized for mobile users?
  • Does your donation form clearly communicate impact and giving options?
  • Do donors receive an immediate thank-you message or confirmation after giving a gift?
  • Have you tested the experience yourself from start to finish?

Don't Go at It Alone

Preparation can make all the difference in a successful GivingTuesday campaign.

By planning ahead, you can feel more confident and less overwhelmed when the busy holiday season arrives. Now is the perfect time to reflect, make a plan, and take the first steps.

You got this! . . . And Douglas Shaw & Associates can help you begin your GivingTuesday journey sooner rather than later. Get in touch with us today—to start strong . . . AND finish strong!


[1] https://www.givingtuesday.org/blog/2025-results/
[2] https://institute.blackbaud.com/resources/2025-trends-in-giving

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