
Year-end giving is not typically an emotionally neutral string of words for those of us in the nonprofit space.
Frightfully exciting, stressfully consequential, reliably hive-producing, hopefully rewarding, just to name a few descriptors.
There’s Thanksgiving, Christmas and the week before New Year’s when the donations (fingers crossed) come raining down.
The question is…should we bother with Giving Tuesday to kick it all off?
2024’s Story
Giving Tuesday numbers for 2024 sent records packing into their retirements.
- $3.6 billion raised in the U.S. from 36.1 million donors
That’s a 16 percent increase in amount over 2023, and a seven percent increase in number of givers. Clearly, something is working for nonprofits on this day.
Create Your 2025 Story
If you’re looking to get a piece of this ever-growing pie, where do you start?
- Start here, start now
- It may be more than a month away, but the sooner you can create a strategy and begin to be that little birdie in the ear of your supporters, the better.
- Figure out who you are, and be that
- It’s a crowded market. To cut through the noise, you want at least some of those 36.1 million donors to know what differentiates you.
- Stay visible
- Start your campaign early, and keep it coming. This is key both leading up to the big day, and all throughout that day. Whether that’s through social media, video messages or emails, park it in front of your audience.
- Embrace small gifts
- Giving Tuesday can be a great opportunity for new donors who are looking to give their $10 to be part of the movement. We love the million dollar checks, but welcome this day as a chance to introduce yourself to new donors who, although they may start off small, could become a faithful supporter.
- Say thanks
- Following the above logic, keep your eyes open for ways that Giving Tuesday can open up new relationships. If someone gives, no matter how small, always go the extra mile to give the personal thank you. You never know where it may lead.
There is so much possibility for every nonprofit on Giving Tuesday. If you’re new to it, welcome aboard. The numbers say it’s a worthwhile investment. Jump in, and let this set the tone for your best end-of-year giving season yet.