Giving Tuesday email templates, subject lines & strategy guide

Most nonprofit leaders have the same questions when it comes to Giving Tuesday: How many emails should I send? When should I send them? What should they say?

Giving Tuesday is about more than writing compelling subject lines and copy for a single day. It's about treating the campaign as a two-week arc that starts with an appeal and ends with a stewardship email sequence.

To help you get started, we've put together a complete email sequence to guide you from appeal letter to post-campaign stewardship. Plus, you'll get 7 free customizable Giving Tuesday email templates so you can get started right away.

Key takeaways

• Plan your Giving Tuesday email timeline early 📅 Schedule your teaser, launch, reminder, and thank-you emails in advance so you can focus on engaging donors on the big day.
• Start with a story and a goal 💛 Center each email around a specific purpose and a personal story that helps supporters see the real-world impact of their gift.
• Write with your supporters in mind 💌 Use donor-centric language ("you," "together," "because of you") to make every reader feel personally connected to your cause.
• Design for mobile and shorter attention spans 📱 Keep paragraphs short, calls to action clear, and visuals consistent with your brand for easy viewing from any device.
• Show gratitude fast 🙏 Send a thank-you within 48 hours of every gift, and follow up with personalized notes or updates to strengthen relationships.
• Make it easy with Givebutter 🧈 Use Givebutter's drag-and-drop email builder, CRM segmentation, and automation tools to send personalized messages, track results, and engage donors long after Giving Tuesday.

The complete Giving Tuesday email campaign timeline

We've rounded up seven Giving Tuesday sample emails to spark your creativity and help you craft an email campaign that feels authentic to your mission—and impossible to ignore.

Download your free Giving Tuesday email templates

You don't have to build your Giving Tuesday fundraising email campaigns from scratch. Use our free templates to create simple, effective campaign messages that inspire generosity.

Each template aligns with a key stage of your Giving Tuesday fundraising campaign, so you can plan your messaging to match the timeline above.

Freebie alert!

Download your free Giving Tuesday email templates →

7 Giving Tuesday email examples & when to send them

1. Campaign teaser or countdown 🕥

Start spreading the word a few weeks in advance with a countdown message. Use this opportunity to reconnect with your subscribers, thank them for their support, and build anticipation for this year's event.

🗓️ When to send: 2–3 weeks before Giving Tuesday

👀 Who to send it to: All subscribers

🏆 Goal: Welcome supporters to your campaign and warm them up before the ask

💌 Giving Tuesday email subject line: "Mark your calendar: Giving Tuesday is coming," "Giving Tuesday is almost here: Are you ready?"

2. Campaign reminder 📝

Schedule a reminder to go out the day before Giving Tuesday. Invite subscribers to jumpstart the celebration with a donation.

🗓️ When to send: 1 day before

👀 Who to send it to: All subscribers

🏆 Goal: Remind supporters of your campaign and get them ready to give

💌 Giving Tuesday email subject line: "Tomorrow's your chance—are you joining us?" "Only 24 hours until the biggest giving day of the year—will you join?" "It's almost here. Will you join us?"

💡 Pro tip: If someone unsubscribes during a high-volume campaign period, they likely weren't going to give anyway. Don't let unsubscribe fear cause you to under-send!

3. Kickoff announcement and invitation to give 🎉

Let supporters know your campaign is live and accepting donations. Share a quick introduction to your Giving Tuesday campaign, your fundraising goal, and how subscribers can take action. Invite them to a livestream or another campaign event. Don't forget to include a prominent donate button!

🗓️ When to send: Giving Tuesday (morning; 9 a.m.)

👀 Who to send it to: All subscribers

🏆 Goal: Announce that the campaign is live and state the goal

💌 Giving Tuesday email subject line: "Today is the day—here's what to do," "It's time to give"

"Tell them specifically how they can make an impact, and then tell them the results: 'Because of you, this child is now going to be able to take part in this sport.'" — Floyd Jones, Fundraising Expert

4. Progress update and reminder to give 🎁

In the afternoon, update subscribers on your campaign's progress. Share milestones, celebrate impact, and remind supporters there's still time to give. Highlight your fundraising goal or any matching gift opportunities to encourage additional donations.

🗓️ When to send: Giving Tuesday (afternoon; noon–3 p.m.)

👀 Who to send it to: All subscribers

🏆 Goal: Reach supporters who didn't open your announcement email, create FOMO around giving

💌 Giving Tuesday email subject line: "Here's what you've already accomplished today," "We're almost halfway to our goal—are you in?" "The numbers are already coming in..."

💡 Pro tip: If your platform allows, resend your morning email to non-openers in the afternoon with a new subject line. You'll reach a second wave of supporters who missed the first send.

5. Last-chance reminder to give ⏰

As the day winds down, send your subscribers one final Giving Tuesday email. Highlight your progress, share how you'll use the funds, and thank donors for their previous generosity. Include a prominent link to your donation page and a clear call to action (CTA) to give before midnight.

🗓️ When to send: Giving Tuesday (evening; 5–7 p.m.)

👀 Who to send it to: All subscribers

🏆 Goal: Encourage last-minute gifts

💌 Giving Tuesday email subject line: "Time's running out—will you join us?" "Last chance to give—are you in?" "We need you now—can we count on you?"

6. Results and general thank-you ❤️

Send a Giving Tuesday thank-you email to all subscribers after the big day. Express gratitude for their support, share your campaign results, and include photos, updates, and moments that made the day a success.

🗓️ When to send: 1 day after

👀 Who to send it to: All subscribers

🏆 Goal: Express thanks and make supporters feel important

💌 Giving Tuesday email subject line: "You made the world a better place—here's how." "You changed lives. Thank you."

7. Personalized thank-you email ✍️

After your general post-campaign email, follow up with personalized thank-you emails to both new and recurring donors to boost retention. Add the donor's name and contribution amount, and express your gratitude for their support this Giving Tuesday.

🗓️ When to send: 2–3 days after Giving Tuesday

👀 Who to send it to: New and existing donors

🏆 Goal: Deepen donor relationships

💌 Giving Tuesday email subject line: "[Name], here's how your gift made a difference, " "[Name], we couldn't have done this without you."

Learn more

All your Giving Tuesday questions answered →

How to write Giving Tuesday emails that convert

Email marketing is a powerful component of your Giving Tuesday plan. Getting it right can boost engagement and donations. Here's how to approach your campaigns to maximize interactions and conversions.

1. Start with a clear goal and compelling story 📝

Every email should connect back to your campaign goal and give supporters a reason to give. With your team, decide on your:

• campaign theme
• main call to action
• any specific wording you want to include

Use this to guide your messaging.

💡 Pro tip: Your emails will pack the most punch if you center them around a personal story of someone impacted by your work. Don't forget to include photos!

Get inspired

Discover the best Giving Tuesday fundraising ideas →

2. Write with donors in mind ✉️

Always use donor-centric language in your fundraising communications. Incorporate words that speak directly to the reader, such as "you," "we," "us," and "together." Use "you" twice as often as you use "we" for maximum impact.

Tailor your emails to your supporters' individual behaviors and preferences. Sign off with a real person's name and title to show credibility.

3. Segment once: current donors vs. everyone else 👥

Segmentation is key to successful Giving Tuesday emails, but you don't need five different audience segments. Split your list into two groups and personalize from there:

• Current donors: Acknowledge their history and reference their past gift directly before you make your ask.
• Everyone else (prospects, lapsed, new subscribers): Explain your mission and why you're reaching out today.

Learn more

Discover the most important Giving Tuesday stats →

4. How to write Giving Tuesday email subject lines that get opens 💪

The right subject line can increase the chances that supporters will open and read your email. In fact, about 47% of recipients decide whether to open an email based on the subject line. And on Giving Tuesday, when inboxes are flooded with appeals, subject lines matter more than ever.

To encourage opens, build a sense of urgency with time-specific language. You can also share a fun fact related to your cause or ask a question to pique curiosity.

"Send update emails on the day, like 'we're halfway there!' or 'we're $5K away!' or use a participation goal instead, like attracting 500 donations." — Floyd Jones

💡 Pro tip: No matter what subject lines you choose, be sure to keep them brief, personalized, and eye-catching.

5. Design for mobile and skim readers 📱

53% of emails are opened on mobile devices, so you'll want to prioritize skimmable, phone-friendly messages. Use short paragraphs, clear headings, readable fonts, and a strong call to action (CTA) in each email.

Keep your branding consistent, too, and use tools like Givebutter's drag-and-drop email builder and Canva integration to make your messages stand out.

6. Thank supporters within 48 hours 🙏

First-time donors who receive a thank you letter or message within 48 hours are four times more likely to give again. Supporters want to see the impact they've made and feel personally appreciated.

Here are some ideas on how to express gratitude across different platforms:

• Email ✉️ Send a personalized thank-you that includes the donor's name and gift amount.
• Social media 📱 Include an eye-catching thank-you graphic in your Giving Tuesday social media posts.
• Text 💬 Send a short text update to donors announcing the amount you raised and expressing thanks.
• Video 📹 Record a heartfelt message from your founder or board members expressing gratitude for your supporters' generosity.

💡 Pro tip: Customize each message based on donor type. For example, to a new donor, you could say, "Thank you and welcome aboard! Have you considered joining our online community for animal lovers?"

7. Keep the momentum going 🏃

Giving Tuesday doesn't end when the day does. In fact, eight times more revenue comes in after the big day. How you follow up can determine whether a one-time donor becomes a long-term supporter.

Create a series of automated emails for new supporters introducing your organization and encouraging them to take another step, like:

• Signing up for your newsletter
• Attending an event
• Volunteering
• Becoming a monthly donor

After Giving Tuesday, evaluate your results with your team. Which subject lines had the highest open rates—and the lowest? Which links received the most clicks? Analyzing these metrics will enhance your success for the next Giving Tuesday and year-end giving campaigns.

Freebie alert!

Download the ultimate Giving Tuesday toolkit →

Make Givebutter your Giving Tuesday hub

Givebutter makes it easy to create Giving Tuesday emails that inspire generosity, strengthen supporter connections, and raise more for your mission. 💛

From your first teaser email to your final thank-you, Givebutter helps you plan, send, and manage your entire Giving Tuesday email campaign in one place. Every year, Givebutter celebrates Giving Tuesday with special opportunities to help nonprofits raise even more. Visit our Giving Tuesday hub for the latest campaign updates, resources, and participation details.

✨ Visit our Giving Tuesday hub

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Create your free Givebutter account today and build your strongest Giving Tuesday email campaign yet.

FAQs about Giving Tuesday messages

Here are a few frequently asked questions, along with our expert tips.

What should be in a Giving Tuesday email?

A Giving Tuesday email should include a short, eye-catching subject line, a hook, a story, a specific ask, and a clear CTA.

How many Giving Tuesday emails should I send?

Most nonprofits should plan for 5–7 emails across the full Giving Tuesday campaign—from the teaser email through post-campaign thank-yous. If your team has limited capacity, prioritize a teaser, launch email, final reminder, and thank-you.

What are the best Giving Tuesday email subject lines?

Here are some of the best Giving Tuesday subject lines:

• For your kickoff announcement and invitation to give: "Today is the day—here's what to do," "It's time to give"
• Progress update and reminder to give: "Here's what you've already accomplished today," "We're almost halfway to our goal—are you in?" "The numbers are coming in..."
• Final reminder to give: "Time's running out—will you join us?" "Last chance to give—are you in?" "We need you now—can we count on you?"

When should I send my first Giving Tuesday email?

It's best to send your first Giving Tuesday email about 2–3 weeks in advance. Announce your campaign, share your fundraising goal, and invite supporters to join you.

Can I reuse Giving Tuesday emails next year?

Absolutely! Think of your current Giving Tuesday campaign as your blueprint for next year's success.

You can even set up automated workflows in Givebutter Plus to duplicate and personalize emails for next year's campaign—saving time while keeping what works.