October 10, 2024

Empowering Nonprofits for GivingTuesday: CAF America’s Toolkit and Playbook

October 10, 2024

Giving Tuesday is a global generosity movement transforming the way people give back to their communities for nearly a decade. In 2012, Giving Tuesday was born from a simple yet profound idea: a day that encourages people to do good, to be kind, and to extend a helping hand to those in need. Fast forward twelve years, and the holiday has blossomed into a global movement that inspires generosity from hundreds of millions around the world.

Last year, U.S. donors gave $3.1 billion USD on Giving Tuesday. While the annual celebration event will take place on December 3rd this year, Giving Tuesday is more than just a single day on the calendar—it’s an ongoing mission to build a world where the power of generosity is the driving force in the society we co-create.

Giving Tuesday is the perfect day to create buzz around your nonprofit organization, raise awareness, and encourage donations. Donations inspired during the holiday season can help nonprofits fund initiatives throughout the year. Some of the benefits for your organization by participating in Giving Tuesday include:

1. Increase Donations and Amplify Your Impact

One of the most significant advantages of a nonprofit participating in Giving Tuesday is the ability to bolster your organization’s financial resources. The day serves as a reminder for people worldwide to donate to their favorite causes and organizations, and is a vital catalyst for generating funds to support your mission and bring about positive change.

2. Benefit from Year-End Giving Generosity

Giving Tuesday marks the year-end giving season. As the holiday spirit and generosity build, charitable organizations witness a surge in contributions, helping them finish the year on a strong financial note.

3. Raise Awareness About Your Organization

Giving Tuesday encourages you to focus on engaging with your supporters. By fostering in-person and online interactions, building a community, and increasing your social media followers and engagement, you can create a ripple effect that extends far beyond the day itself.

4. Reach Millions of Global Participants

Giving Tuesday is not limited to a specific region–it’s a global movement. Millions of people participate worldwide, making it an ideal stage for your non-profit to amplify its message and build a broad support base.

CAF America’s GivingTuesday Toolkit

To make the most of the day, having a strategic and effective communication plan is key. CAF America has created this toolkit for the non-profit organizations that we partner with, to help maximize your Giving Tuesday efforts. By focusing on your communications strategy, you can engage more supporters, raise more funds, and ultimately, create a lasting impact on your cause.

In this toolkit, we’ll guide you through a series of steps and exercises to enhance your communication strategy specifically for Giving Tuesday. Whether you’re a seasoned nonprofit professional or new to the world of fundraising, you’ll find valuable insights and actionable tips to strengthen your messaging, online presence, and donor relationships.

access the toolkit

By the end of this toolkit, you will have a clear, actionable plan to optimize your Giving Tuesday communications strategy. We are excited to support you on your journey to making the most of this global day of giving. Together, we can elevate your cause and make a difference in the world. Let’s get started!

About the Authors

Adja Ndoye

Adja Ndoye serves as CAF America’s Social Media Officer. She manages CAF America’s social media accounts with a primary focus on amplifying and engaging with the work of our partners. She also supports the team’s various communications initiatives.
Margot Cunningham

Margot Cunningham is CAF America's Officer of Marketing and Communications. She is responsible for planning, creating, and executing marketing and communication strategies to raise awareness of the organization’s mission and engage prospects and donors through innovative brand strategy, content, and marketing campaign management. Prior to joining CAF America, Margot worked in marketing and brand management in the travel and leisure and consumer products industries, often with mission-driven companies focused on uplifting local communities. Outside of work, she enjoys skiing and hiking all over Colorado, scuba diving, baking, yoga, volunteering with animals, exploring new restaurants, and traveling — having visited 30+ countries with a goal of exploring all seven continents. Originally from Connecticut, Margot holds a Master of Marketing from Vanderbilt University's Owen Graduate School of Management and a B.A. in Anthropology with a Marketing Minor from William and Mary.