The GivingTuesday Journey Automation template is a flexible blueprint to help you launch a journey quickly to personalize your supporters’ experience, cultivate deeper relationships, and maximize giving on GivingTuesday.
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