Campaign Planning

Everything you need to plan your best Giving Tuesday fundraiser ever.





Here at Givebutter, we love Giving Tuesday because it’s a day that brings out the changemaker in all of us. Our aim is to shine the brightest light on your cause this November so you can continue making the world a better place with ease, fun, and empowerment.

If you’re looking to join this global generosity movement on November 30th in any capacity, we’ve got your back! Below, we’ve provided some guidelines to craft your ultimate Giving Tuesday game plan.

📣 Choose a campaign type and theme

Groups and organizations all over the world celebrate Giving Tuesday in a variety of ways. Here are some ways you can unleash generosity this November:

→ Fundraising event
→ Crowdfunding campaign
→ Volunteerism
→ Team fundraising
→ Livestream event

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Pro tip:
When considering the theme of your campaign, we recommend focusing on a specific program or outcome rather than asking for donations to support your organization’s general operating expenses. The more donors can understand what their gifts are directly supporting, the more likely they are to give.

If you’re looking for some inspiration while you brainstorm, check out these Givebutter Giving Tuesday 2020 campaigns and even more ideas from!

Need help choosing which of Givebutter's campaign types is best for your Giving Tuesday campaign? Here is a handy article to help you compare the features of Givebutter's Forms, Pages, and Events.

No matter which type you choose, you can launch your Giving Tuesday campaign using Givebutter’s completely free end-to-end fundraising platform.

🔄 Put a spin on traditional fundraising

Did you know that 82% of participating organizations use Giving Tuesday as an opportunity to experiment or try something new? If there’s an idea your team has been interested in trying out, this is the time to give it a whirl. Giving Tuesday is such a significant day of giving, most nonprofits receive a massive spike in donations on the day compared to the rest of the year. Don’t be afraid to take some risks!

Rather than simply asking for donations—not that there’s anything wrong with that—consider adding a creative twist:

→  Monthly donations
Encourage donors to sign up for monthly donations. Even recurring donations at a lower amount bring significant funding to your mission throughout the year. Givebutter makes it easy for donors to sign up for monthly, quarterly, or annual donations. Check this out to learn more: Enable and Manage Recurring Plans on Givebutter.

→ Matching gifts
If your organization works closely with a corporate, community, or foundation partner, consider joining forces with them to provide a matching gift for Giving Tuesday. Together, you’ll double both of your visibility for the day and empower donors to give. Donors are always more inclined to donate when they know their gift is counting as double or triple the amount! FUN FACT: 84% of donors say they’re more likely to donate if a match gift is offered!

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Pro tip: Use Givebutter's offline donation feature to periodically update your campaign's match. It will motivate your supporters to see your goal bar increasing even faster with the help of your matching funds. Making these offline donations is also a great opportunity to recognize and thank your matching partners by including a message and image (e.g. their logo) that will appear in your campaign's supporter feed.

→ Participation goals
Inspire engagement by making it your goal to receive a certain amount of supporters, donations, or volunteer sign ups throughout the day instead of raising a certain amount of money. This method can motivate more supporters to donate and increase awareness of your cause! You can create and pin campaign updates to your supporter feed to update your supporters on milestones you reach for non-monetary goals.

→ Unique donation amounts
Connect the donation amounts you ask for to a fact about your organization or a specific cause. Maybe you want to highlight a statistic or ask donors to donate what they’d pay for a cup of coffee in a week to your mission instead. Last year, Just Say Something asked their community members to donate donate $36 last Giving Tuesday in celebration of their 36th anniversary. To accomplish this, it is vey easy to customize your donation amounts and give them meaningful labels (e.g. $15 = 3 warm meals).

📅 Map out your campaign timeline

Even though Giving Tuesday lands on one single day (November 30th), many organizations choose to run their campaign for a longer period of time. You could:

→ Start your campaign a week before Giving Tuesday
→ Use Giving Tuesday to kickstart your year-end campaign
→ Or, simply fundraise on November 30!

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Pro tip: We recommend not closing off donations at midnight on November 30th. At Givebutter, we see significant donation activity even after Giving Tuesday. By setting a later end date (or none at all), you will allow momentum to build for your campaign as more people engage and share it with their friends and family.

🧈 Set up your campaign on Givebutter

Raise more and pay less using Givebutter's completely free end-to-end fundraising platform. Which campaign type will you choose?

Most Givebutter users create a fundraising page or event for Giving Tuesday because they are easy to set up and allow you to tell a story and better engage your supporters. However, if you have access to a top-notch web developer, you can create your own engaging webpages and either link to or embed a Givebutter form. For instance, The Dream Center created an amazing #Make20Matter landing page last year for Giving Tuesday and linked to a Givebutter form to collect donations.

For more in-depth tips on creating your campaign, check out our Giving Tuesday Peer-to-Peer Success page, hit replay on our Giving Tuesday webinar series, attend one of our weekly demos, or read through our step-by-step Getting Started Guide. You can also connect with a Givebutter Expert to help you take your Giving Tuesday campaign to the next level!

🗣 Create a communication plan

To avoid last-minute stress, schedule when and how you want to communicate your Giving Tuesday plans to your community ahead of time. Then, start building out your emails and designing your social media posts. Luckily, and Canva have made it super simple to share your mission with these social media templates. Plus, with Givebutter’s Engage tool, you can design beautiful, targeted emails with the WYSIWYG editor and Canva integration right in your dashboard.

You’ll want to make your communications approach a multichannel one by using email, social media, video, livestreaming, and/or texting. And remember to use the #GivingTuesday hashtag!

Givebutter’s Engage tool will empower you to easily:

→ Email or text your campaign donors with custom branded messages
Filter your supporters to deliver the personalized messages that matter most
→ Customize your email messages with images, text, embedded YouTube videos, Canva designs, and more
Schedule your message for later or send it instantly with the click of a button

⭐️ Ready to dive in? Check out our pages on planning your Email Strategies and Social Media for your Giving Tuesday campaign!

💛 Engage with your community

First off, make sure your entire organization or group knows about your Giving Tuesday celebration. Your team members and coworkers are just as much a part of your community as your donors! If they’re not looped in, they can’t support or share your campaign. Plus, including them in any promotional video only makes your message stronger.

Then, meet with your team ahead of time to discuss how you want to interact with your supporters on Giving Tuesday. Fostering any type of interaction is crucial for success—especially in a virtual setting. As important as it is to hit your fundraising goal, it’s arguably just as important to ensure your donors, new and existing, end November 30th feeling empowered and connected to your cause. Here are some fun ways to get your community involved:

Enable team fundraising for peer-to-peer fundraising and create a leaderboard
Get some friendly competition going by including team fundraising. Invite your Board members, volunteers, donors, and community partners to make teams as part of your peer-to-peer fundraising.
⭐️ Check out our page on bringing Peer-to-Peer Success to your Giving Tuesday campaign!

→ Interact with people on your supporter feed
You'll see donors leave kind messages of support in-real-time on your page's supporter feed. Show them some love back by liking and commenting on their donation posts. You can even pin your favorite messages to the top of your supporter feed.

Broadcast a livestream on your page to engage and thank donors in real time
Launch a livestream on your fundraising page and broadcast it to Facebook, Zoom, or YouTube! Check out this awesome Star-Wars-inspired livestream event, where Kirkland Performance Center raised $150K using Givebutter.

→ Share participants’ photos or videos on your social media accounts
Ask those who are participating in your campaign to share their support on social media. If they tag your account, share their post on your social media platforms to make them feel special! You can even share your favorite supporter feed messages to social media by clicking the "Share" button.

🙏 Design a follow-up strategy for after Giving Tuesday

Don’t let this step become an afterthought. New and existing supporters just invested in your cause on this special day and want to see the impact of their contribution. Keep in mind: donors who receive a thank you message in a timely manner are 4 times more likely to give again!

Here are some ideas about how to show your gratitude:

→ Say thank you via email or text using Engage
→ Send a personalized video using ThankView
→ Mail handwritten letters or make phone calls
→ Highlight supporters on social media

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Pro tip: Promptly saying thank you to a supporter (without another ask) and staying in touch with updates on your cause is the #1 action you can take to set yourself up for success for your next big fundraising campaign. Use Track to segment your supporters and Engage to send them targeted emails and texts.

✊We’re on a mission to empower the changemaker in all of us

And that's why we’re providing you with all the tools and resources you need to raise more, give better, and unleash generosity this Giving Tuesday. We can’t wait to see how you rally support for your good cause on November 30th and beyond!

Ready to make your Giving Tuesday campaign butter than ever this year? Create your free account on Givebutter today!

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Grace Woodward

Grace Woodward

Givebutter Digital Marketing Manager

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