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What is Giving Tuesday and How do you Start this Giving Tradition

By Whit Hunter

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Giving Tuesday has become something much bigger than just a day of giving. It’s become a global movement that brings people together from all walks of life to make a difference. With activity in every country and continent, it’s clear that giving is something everyone can be part of. 

So, what is Giving Tuesday all about? And how can you kick off your Giving Tuesday campaign this year? Let’s find out.

What is Giving Tuesday?

Giving Tuesday started in 2012. It is a global movement that promotes generosity and giving back, and it is celebrated annually on Tuesdays after Thanksgiving in the United States. 

It was created by the 92nd Street Y in New York City, with the goal of shifting the focus from consumerism, seen on Black Friday and Cyber Monday, to helping others. Supported by the United Nations Foundation, this initiative quickly grew into a worldwide event.

The timing is important. Giving Tuesday takes place just after major shopping days, reminding people to pause and think about their community and how they can make a difference.

In 2023, over 34 million people participated in the US, and $3.1 billion was donated to nonprofits. (Source)

Though it started in the U.S., Giving Tuesday has expanded across more than 100 countries. It’s become a day for individuals, businesses, and organizations worldwide to unite in their efforts to support local causes and make a global impact​.

The core purpose of Giving Tuesday is to encourage charitable actions, whether through donations or volunteering. Beyond fundraising, it’s about community building and connecting people to causes that matter. The strength of this event comes from collective action — showing how even small contributions from many can lead to major change.

In short, It’s a day where giving is celebrated as a shared human experience, transcending borders and inspiring kindness across communities.

How To Start Your Own Giving Tuesday Tradition

Starting your own Giving Tuesday tradition might seem like a big task, but it’s really about taking a few thoughtful steps. Let’s break it down so you know exactly how to get started.

Step 1: Define Your Purpose

Begin by thinking about which cause means the most to you. Are you passionate about helping your local community, supporting a global cause, or maybe even raising awareness for an issue? 

For instance, if you’re passionate about environmental conservation, focus your Giving Tuesday fundraising on initiatives like tree planting or wildlife protection. Knowing your "why" will make it easier to communicate your goals to others.

This is what makes your campaign meaningful and gives it direction.

Step 2: Set Clear Goals

Once you know your cause, it’s time to set specific, achievable goals. 

Clear goals keep things focused. You could set a goal for how much money you want to raise or how many volunteers you want to get involved. 

It doesn’t need to be huge—just something clear and realistic to work toward. For example, you might aim to raise $5,000, or have 50 people donate or volunteer by the end of the day. Keeping it simple helps make the campaign more achievable.

Step 3: Create an Action Plan

An action plan is crucial to keeping things organized. Break down tasks like setting up a donation page, coordinating social media efforts, and engaging volunteers. 

Assign roles to team members so nothing falls through the cracks. For example, you might assign one person to handle social media and another to follow up with donors afterward. By using a simple Kanban board with the categories 'Needs done, pending, and done' can help keep your team on track, and is easy to add new tasks to as they come up

By planning ahead, you ensure everything runs smoothly on the big day.

Step 4: Spread the Word Early

Don’t wait until the last minute to start promoting your Giving Tuesday campaign. Begin talking about your campaign a few weeks ahead of time to build anticipation and excitement. 

Share sneak peeks of your plans through social media and email newsletters. People love getting a glimpse of the work that goes into your efforts.

When creating your posts, use hashtags like #GivingTuesday to increase visibility. Tailor your messaging to highlight the impact of donations. Email newsletters are another great way to share these stories and encourage people to get involved early on.  Using a variety of channels ensures you reach a broader audience.

The earlier you start spreading the word, the more time people have to plan their involvement, whether it's donating or volunteering.

Step 5: Make It Easy to Give

Nobody likes jumping through hoops to donate. Make sure you’ve set up simple and clear ways for people to give. 

Simplicity is key when it comes to donations. Set up a user-friendly platform for people to contribute, whether it's through a dedicated webpage or a text-to-give option. Consider offering different ways to give, like one-time donations or recurring options. 

BetterWorld offers simple, user-friendly tools to create donation pages that make the giving process seamless. With our FREE ONLINE DONATION SOFTWARE, you can collect all donations in one place without any fees or costs. Want to see how it works? 

Request a demo to discover how BetterWorld can streamline your donation process and boost your Giving Tuesday fundraising efforts.

Step 6: Engage People Beyond Donations

While donations are a big part of Giving Tuesday, there’s more to it. There are plenty of ways to get people involved aside from donating money. You can encourage your supporters to volunteer, share your campaign on social media, or even start their own mini-fundraisers. 

For instance, someone passionate about your cause could host a small event at their workplace or school. This not only increases engagement but also spreads your message to a wider audience. 

You could even invite them to start their own mini-fundraisers to support the cause. 

Step 7: Partner Up

Another way to boost your efforts is to partner with local businesses or organizations. It’s a win-win: They support a good cause, and you gain more exposure and resources.

Some businesses may offer matching donations, doubling or even tripling the impact of each contribution. 

For example, a coffee shop might agree to donate a percentage of sales on Giving Tuesday. These partnerships help extend your reach and show the community that businesses stand behind your cause.

Step 8: Share Your Story

People connect with real stories. Share what your cause is all about, why it matters to you, and the impact it could have. 

Share personal stories that highlight the real-world impact of your campaign. Whether it’s a family that benefited from your food bank or a student whose education was funded, these stories make your mission relatable. 

People are more likely to give when they see how their donations can change lives​.

Step 9: Get Ready for the Big Day

As Giving Tuesday approaches, make sure everything is in place. What happens on Giving Tuesday can set the tone for your entire campaign, so being prepared is important.

Double-check your donation channels, ensure your team knows their roles, and prepare any final social media posts or emails. 

Give your best and try to engage as many people as possible. Try all the channels, from online to in-person and highlight your cause on this day to receive the support you have been looking for.

Step 10: Show Gratitude and Share Results

Once the day is over, don’t forget to say thank you. Acknowledge every donation and volunteer effort, no matter how small. 

Share the campaign's results and show people the difference their contributions made. It could be done through a follow-up email, a social media post, or even a newsletter. If you're part of a nonprofit, ask your board members to handwrite thank you notes to new or recurring donors to show gratitude. This simple, personalized touch will aid in donor retention.

Following these steps will set you up for a successful and meaningful campaign. 

Plan your year-end giving with our Comprehensive Guide To Year-End Giving For Nonprofits.

4 Ways To Boost Your Giving Tuesday Tradition

Here are four practical strategies to help you grow your Giving Tuesday tradition, increase engagement, and make a bigger impact every year.

1. Online Fundraising Campaigns

Online fundraising is one of the easiest ways to kick off your Giving Tuesday efforts. It gives people a simple way to donate from anywhere, using their phones, computers, or tablets. 

With an online campaign, you create a space where people can give right away without needing to attend an event or fill out paperwork.

People look for quick ways to support causes they care about on Giving Tuesday. You give them that option by having an online campaign ready to go.

Now, to make this really effective, you want to keep it focused. Try highlighting one key goal or project for your campaign. Maybe it's to raise a set amount of money or support a specific program. When people can see where their money is going, they're more likely to give.

Expert Tip: Use countdown timers or matching donation challenges to create a sense of urgency. These tricks keep the momentum going on Giving Tuesday, showing that time matters and donations are needed right now.

Make sure your campaign link is shared everywhere—social media, emails, and even text messages. You want to make giving as easy as possible so people don’t have to search for where to donate. 

That's what Giving Tuesday is all about—bringing generosity to the front of everyone’s mind in a quick, accessible way.

Make Online Fundraising Easy With BetterWorld

With BetterWorld, setting up your online fundraising campaign is a quick, easy process that takes just minutes. 

Here’s how it works:

  1. Set Up Your Organization

You can get your fundraising campaign off the ground in just 5 minutes. BetterWorld lets you create one place where all donations come in and your campaign details are managed. It’s simple, and you can start receiving donations right away.

2. Create Your Campaigns

With BetterWorld, you can run unlimited fundraising campaigns in one place. Whether you're planning an auction, selling event tickets, or hosting other giving events, we’ve got everything you need in one platform. It’s an easy way to stay organized and keep everything flowing smoothly for your Giving Tuesday fundraising efforts.

3. Share it With Donors

Getting the word out is simple. BetterWorld provides pre-made templates and social media integrations to help you share your campaign link with donors. And there’s no need for donors to download any apps—they can just click and donate. 

What is Giving Tuesday all about? It’s about making generosity easy and accessible. BetterWorld helps you get there by offering a full suite of tools that let you focus on what matters: raising funds and doing good. 

If you’re wondering what to do for Giving Tuesday, starting with a solid online fundraising campaign through BetterWorld is a great choice.

Sign up today, and you’ll have everything you need to make this year’s Giving Tuesday your best one yet.

Let us help you raise more! Use BetterWorld’s free, easy fundraising tools!

  • Video Integration — boost the buzz around your online fundraising campaign

  • Time-saving – thoughtful automations save dozens of hours over your campaign 

  • One-Click Checkout — our system will automatically charge the lucky winner

  • Text Message Notifications — keep your bidders engaged with text message notifications

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2. Virtual Silent Auction

A virtual silent auction is a modern twist on traditional auctions, where supporters can bid on items online without being in the same room. 

It's a perfect fit for Giving Tuesday because it allows people to participate from anywhere, keeping the spirit of giving alive even if they can’t attend a physical event.

So, how can it be used for Giving Tuesday? Consider it an engaging way to offer donors something unique while raising funds for your cause. Instead of simply asking for donations, you give people a chance to bid on exciting items, from gift baskets to experiences, all from their phones or computers. 

For Giving Tuesday fundraising, a virtual silent auction can easily be set up using BetterWorld, which handles everything from listing your items to processing bids. 

To make it even more effective, consider tying your auction items to the causes you’re supporting. For example, if you're raising money for education, include experiences like tutoring sessions or educational kits.

Expert Tip: Keep your auction open for a few days around Giving Tuesday. This gives your supporters time to browse and place their bids, creating more opportunities to raise funds. 

Also, make sure your auction site is mobile-friendly so people can participate on the go. No one likes to struggle with a hard-to-use platform when they’re trying to help. With BetterWorld's beautifully designed, engaging auction pages, your audience is much more likely to have a seamless experience that leads to greater conversion.

Host Your Next Silent Auction With BetterWorld For Free

BetterWorld’s online auction software makes hosting a silent auction simple and flexible, whether you're doing it online, in person, or both. You can create a fundraiser that fits your specific needs without the hassle of complicated software.

Just share the auction link, and you’re all set—no apps to download or pre-registration needed. 

What makes it even better? BetterWorld offers features that truly enhance the auction experience. You can add videos and images to showcase your items, send text message notifications to keep bidders updated, and even allow “popcorn bidding,” which extends the auction time whenever someone places a bid. 

Additionally, BetterWorld has a suite of trips and experiences available to enhance your auction called Instant Items. Easily add these to any auction, and keep proceeds beyond the reserve price.

Did we mention it's free? Yes, BetterWorld’s platform offers all these features without any fees, so every dollar raised goes directly to your cause. 

3. Peer-to-Peer Giving

Peer-to-peer giving is a fundraising strategy in which supporters create mini-campaigns to raise money for your cause. Instead of just asking for donations, you empower your supporters to reach out to their own networks, spreading your message further than you could on your own. 

It’s a great way to amplify your reach, especially on Giving Tuesday, when people are already thinking about generosity and giving back.

People are more likely to give when a friend or family member asks them directly, rather than hearing from an organization. Each supporter essentially becomes a fundraiser, creating a ripple effect that leads to more donations.

To make this strategy work for Giving Tuesday, provide your supporters with easy-to-use tools to set up their campaigns. Offer templates, suggested messages, and images they can share on social media to encourage donations. 

Expert Tip: Encourage a bit of friendly competition among your supporters. You can create leaderboards or offer small rewards for those who raise the most. This can motivate people to spread the word even more. 

Also, be sure to send regular updates and thank-you messages to keep everyone engaged throughout the day.

Hassle-Free Peer To Peer Fundraising With BetterWorld

Nobody wants to deal with long, complicated sign-ups when they’re trying to raise funds. That’s why BetterWorld offers a free, easy-to-use peer-to-peer fundraising platform. You can start receiving donations within minutes. No extra steps are required! 

Here’s how it works: just set up your campaign and share the link with your audience. Once they have the link, your supporters can jump right in, start donating, and even create their own fundraising pages to help spread the word. 

No complicated downloads or registration processes—just share the link, and you’re ready to go.

BetterWorld allows you to connect with donors worldwide and offers free unlimited access to all the tools you need. 

You can run as many peer-to-peer campaigns as you want, with no hidden fees, and give your supporters a chance to raise funds for your cause directly from their own networks.

4. Email and Social Media Campaigns

Email and social media campaigns are essential tools for getting the word out about your Giving Tuesday efforts. But this isn’t just about flooding inboxes or posting repeatedly on Facebook. It’s about crafting messages that remind people why Giving Tuesday matters and how their contributions can make a difference. 

You can create an email series that leads up to the big day, sharing stories, stats, or short videos to keep your cause in people’s minds.

On social media, it’s more than just posting a donation link. Share quick, relatable stories of how your work is helping real people, or showcase how their donations will be used through short videos or infographics. 

Engage by asking questions or setting up fun challenges, like asking your followers to share what they’ll be doing for Giving Tuesday.

For email, keep things simple and to the point. Include easy steps on how they can contribute and a clear “call-to-action” button that takes them to your donation page.

Expert Tip: Be sure to time your messages so you don’t overwhelm your audience. Balance your communication by mixing updates and thank-you messages in your email campaigns. 

Best Time to Send Emails and Post on Social Media
  1. Email 1
    • Time: 8:00 AM - 10:00 AM ET
    • Focus: Remind of Giving Tuesday
  2. Email 2
    • Time: 12:00 PM - 2:00 PM ET
    • Focus: Appeal For Donations
  3. Email 3
    • Time: 6:00 PM - 8:00 PM ET
    • Foucs: Final Call For Donations
  4. Morning
    • Time: Social Post (Ask for donations)
    • Focus: Ask For Donations
  5. Midday
    • Time: Social Post (Ask for donations)
    • Focus: Ask For Donations
  6. Throughout the Day
    • Time: Social Posts (Updates & Thank-yous)
    • Focus: Updates on Goals & Thank Donors

Common Challenges and How to Overcome Them

Starting the Giving Tuesday tradition doesn't come without challenges. Here are some common challenges nonprofits face during Giving Tuesday and practical ways to overcome them:

1. Fierce Competition For Donations

On Giving Tuesday, countless nonprofits are reaching out to donors, which makes it hard to stand out. The challenge is that donors are bombarded with appeals, and your message can easily get lost in the crowd. 

Solution: To overcome this, create a compelling, authentic narrative that connects donors emotionally to your cause. Use a multichannel approach, using social media, emails, and personalized messaging. 

Also, engage your most dedicated supporters to help amplify your message across their networks, ensuring you get noticed.

2. Donor Fatigue

Asking donors for support repeatedly can lead to exhaustion, where they feel overwhelmed by the number of appeals they receive. Donor fatigue is common, especially during peak giving seasons like Giving Tuesday. 

Solution: Combat this by shifting your approach to emphasize appreciation over constant requests. 

Host events or send thank-you messages without asking for money, showing donors the impact of their contributions in effective ways.

3. Heightened Donor Expectations

Donors today expect more than just a simple acknowledgment. They want to see where their money is going and the direct impact it's making. Meeting these expectations can be tough, especially if your organization has limited resources. 

Solution: A solution is to offer personalized impact reports that show donors how their gift has made a difference, backed by visual storytelling like before-and-after scenarios. 

It helps donors feel more connected to your mission.

4. Keeping All That Data Safe and Secure

With more online giving comes the need to protect donor information. Data security breaches can damage trust and put your organization at risk. 

Solution: Invest in a secure, reliable platform that protects donor data to handle this challenge. Regularly update your security measures and be transparent with donors about how their information is safeguarded.​

5. Keeping Your Team Motivated

The high pressure of Giving Tuesday can lead to burnout among your staff. 

Solution: To prevent this, make sure to break the workload into manageable tasks and keep communication open. 

Celebrate small wins throughout the day, and after the event, take time to acknowledge your team’s hard work. Offering incentives or a team appreciation event can help maintain morale during and after the Giving Tuesday campaign.

6. Small Nonprofit Challenges

Smaller nonprofits face resource constraints that make competing on a global day like Giving Tuesday even harder. 

Solution: Your nonprofit can overcome this by focusing on what makes your organization unique and local. Highlight personal stories, engage your community, and use low-cost but effective marketing strategies like social media challenges to get noticed​.

Wrapping Up the Spirit of Giving Tuesday

So, what is Giving Tuesday all about? At its core, Giving Tuesday is a global day that encourages kindness, generosity, and supporting causes that matter. It’s not just about donating money; it’s about giving your time, resources, or voice to make a difference. 

Starting your own tradition on Giving Tuesday can be as unique as you want. You could rally friends or family for a small fundraiser or even use social media to spread awareness. 

It’s not about the size of the action but the intention behind it. 

Now that you know what Giving Tuesday is, you can decide how it fits into your way of giving back. 

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Whit Hunter
AUTHOR

About Whit Hunter

Whit Hunter is the co-founder of BetterWorld, the free, easy-to-use online fundraising platform. His passion for empowering nonprofits and tech expertise have shaped BetterWorld’s mission to make fundraising more accessible and efficient.

Whit's innovative vision has helped countless organizations raise more funds and reach their goals, driving BetterWorld’s ongoing success.

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