Adapt the steps and variation guidelines based on your resources and donor base.
GivingTuesday Campaign Journey
🎯 GOAL: Build momentum, create a sense of urgency, and, most importantly, connect with your supporters on an emotional level before, during, and after the main event.
Why This Matters: This campaign strategically leverages the national urgency and awareness of GivingTuesday to maximize donations. By building emotional connection and momentum, it effectively converts engaged supporters into active donors during a critical, high-volume giving period.
Entry Source: Group membership
Include: Current or Lapsed donors, volunteers, event attendees
Exclude: Donors who gave in the last 45 days, major donors who are actively managed by a relationship manager (should receive a personal, one-to-one ask)
Exit: On any donation
Campaign Timing: Start two weeks before GivingTuesday
Step | Timeline | Channel | Purpose |
1 | Immediately upon entry | Save the date; announce your participation in GivingTuesday; briefly explain what GivingTuesday is for supporters who may not have participated before; briefly state the campaign's theme or goal; create anticipation | |
2 | 7 days | GivingTuesday reminder; impact story about one person (or animal, community, etc.) who was directly helped by your work | |
3 | On the date of GT | “It’s Giving Tuesday!”; the primary solicitation; be clear, direct, and urgent; announce any matching grants; make the call to action (CTA) button unmissable | |
4 | 1 day | “It’s not too late”; the final push on the day after GivingTuesday; keep your email short and visual | |
5 | 2 days | Announce the results (e.g., total raised, goal met); although donors have been exited from this journey, express profound gratitude to build goodwill for the future | |
6 | 4 days | Transition those who still didn't give to support your year-end goal |
Key Features: Real-time engagement, urgency, seize excitement for the day
🔄 Variation Guidelines:
Build Tradition? Spread messaging over longer timeframe, add year-round impact, describe your organization’s GT tradition, invite to join next year’s GT planning