Your 6 Week Plan For Giving Tuesday Success


Chances are if you are reading this, you have a vested interest in a non-profit who could benefit from the fundraising power of #givingtuesday. Celebrated the Tuesday following Thanksgiving, Giving Tuesday started in 2012 as a way to push back against the commercialism of Black Friday and Cyber Monday, and to support individual causes with generosity and donation support.

Over the past five years, more than an estimated $400 million has been raised for community-based organizations through online fundraising efforts from Giving Tuesday.

Giving Tuesday is a great opportunity to tap into the giving spirit, however with the number of organizations participating, being persuasive and prepared is critical.

Following this timeline for the next six weeks will help ensure your message is being seen, heard, and contributions made.

6 Weeks Out: Start Planning
It is never too early to start planning, but the ideal range is about six (6) weeks out.

4 Weeks Out: Announce Your Event/Participation in Giving Tuesday
Social media messaging is getting crowded. Campaign announcements need to be shared early and often.

3 Weeks Out: Increase Promotion
Creating a clear messaging schedule will allow you to streamline your messaging for multiple touchpoints.

2 Weeks Out: Work PR Angles
Many media outlets work on a two-week cycle to get upcoming events out, keep this in mind when planning.

1 Week Out: Test & Schedule
Think about, and prepare for worst-case scenarios before you take any time off to celebrate Thanksgiving.

Day Of: #GivingTuesday
Remember most people will be returning to work after being gone since Wednesday. Emails should go out early in the morning, but not too early to get buried in inboxes.

Day After: Follow Up
Often times once a campaign is over, messaging drops off until the next big thing. Don’t let that be how you leave things.

While this plan is specifically focused on Giving Tuesday, the same steps can be applied to many other fundraising and event focused campaigns. Being prepared always makes targeted campaign posting more effective and less stressful. For some basic tips on crafting your posting calendar see our article titled The Content Calendar: A Structure to Reduce Stress!

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