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Allison Gauss
year-end giving

Kick Off the Year-End Giving Season With Your #GivingTuesday Campaign

Kick off your year-end campaign on #GivingTuesday and gain the momentum you need for a strong finish. Estimates show that nearly a third of annual giving comes in the final month of the year, which means the year-end campaign is vital for many organizations.

While #GivingTuesday is a strong fundraising campaign on its own, it can also work in harmony with year-end efforts to give you a big boost in early December. Here are three ways to optimize your #GivingTuesday campaign so you can finish the year with a bang.

Start Strong on #GivingTuesday

A simple way to use #GivingTuesday to power your year-end campaign is to launch on the giving day. Getting those first few donations is sometimes the most difficult part of fundraising, so why not use all the buzz and excitement of #GivingTuesday to start moving the bar on your fundraising thermometer?

The benefits of using #GivingTuesday to gain momentum for your year-end campaign are two-fold. First, the Goal-Proximity Effect tells us that people become more likely to donate as you approach your goal. Essentially, the closer you are to reaching your goal, the more the donor feels responsible for your success. So making progress on your campaign can motivate other supporters to get involved. Second, we know that people’s choices are influenced by what they see others do. Those first donations that show up on your campaign page provide Social Proof that others have already lent their support.

If you use #GivingTuesday to launch your year-end campaign, you can make one campaign page and send supporters there. Send out appeals that are branded with the #GivingTuesday logo and ask supporter to act now. You can even add a #GivingTuesday header image to your campaign page. When the giving day is over, it only takes a minute to switch back to an image with your year-end or holiday branding.

year-end giving

To drive your community, it’s a good idea to set a #GivingTuesday goal. For example, if you want to raise $10,000 in your year-end campaign, you can aim to get the first $1,000 on #GivingTuesday. This gives your supporters a more immediate goal, which you can reference as the day goes on.

We’ve raised 75% of our #GivingTuesday goal! Help us reach it by giving now!

Motivate With Matching Gifts

Of course, to gain momentum, you have to motivate people to make a gift on #GivingTuesday. While smart marketing and engagement will help drive supporters to your donation page, you can do even more to mobilize your community. Matching gifts moves donors to give because they feel their donation is more powerful.

In a perfect world, you would have businesses and sponsors champing at the bit to match your donations year-round. In reality, you have to recruit partners for distinct periods of time. If you have been negotiating a holiday matching gift with a partner, consider making #GivingTuesday the matching period.

Doubling donations will help you stand out from other organizations who are fundraising and can provide the extra push some people need before actually making a gift. It also helps you build the all-important momentum you want early in your year-end giving campaign.

Year-End Peer-to-Peer Campaigns

In recent years, peer-to-peer has become a more popular option for year-end fundraising. With a few clicks of the mouse, people can create their own personal fundraising page for the holidays. If you use peer-to-peer for your end-of-year fundraising, #GivingTuesday is also an opportunity to recruit new fundraisers and promote existing pages.

On #GivingTuesday, appeal to your community with calls to action. Instead of asking supporters to make a donation, ask them to create their page and ask friends and family for donations. But remember, peer-to-peer fundraisers need guidance and support to succeed. After supporters create a page, follow up with some fundraising tips and sample emails to send potential donors.


If you ask supporters to fundraise through the end of the year, that gives them all of December to reach out to people. Encourage them to set weekly fundraising goals and keep an eye on campaign pages. You can strengthen the bonds with third-party donors by commenting on their activity to thank them.

year-end giving

Like any campaign, starting your peer-to-peer campaign with a bang will give you momentum and set you well on your way to reaching your goals.

In a distance race, it helps to get started with a burst of speed. It helps you get out in front of the competition and sets the tone for the rest of the race. #GivingTuesday is a chance to make a great start to your year-end campaign. Using the energy around the giving day to capture donors and fundraisers early on will put you in a great position to meet or exceed your year-end fundraising goals. These strategies can bring two important fundraising initiatives together to become even more powerful.

Rock #GivingTuesday

giving tuesday fundraising resources

  • Great article !

    For the promotion of your donators and supporters enthusiasts, I think you can go further by displaying on your website or TV their posts.

    For this, using a social wall aggregating #GivingTuesday or your hashtag with content curation is a good example.

    Embedding is easy, there are some providers such as us at

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