For regional nonprofits, GivingTuesday and year end are among the most critical fundraising moments of the year to connect with their communities. The challenge, however, with donor inboxes crowded and attention spans short, is not just to ask for support but to stand out in meaningful ways.
Our digital team members who work with food banks, animal care organizations and rescue missions have come together to highlight a wide range of strategies that can help local organizations prepare, execute and sustain momentum through this crucial giving season.
Below, we’ve distilled our ideas into practical approaches for before, during, in between and after these high-stakes campaigns.
One of the strongest themes for Jen Doak-Mathewson with our food bank team is the importance of cultivation ahead of November and December appeals. Nonprofits should avoid hammering supporters with appeals without warming them up first. Sharing impact reports, uplifting stories or a short video message from leadership helps build trust and engagement before the heavy-giving days arrive.
Think of it as priming donors. You’re expressing gratitude and impact before making your ask.
Lindsey McCarthy with our rescue mission team says basic segmentation still delivers big results. Separating regular, mid-level and major donors allows for tailored messaging and suggested gift amounts. For example, a donor-record email can grab donor attention and encourage larger gifts.
Similarly, increasing gift arrays by 25% in your digital forms ensures that high-value donors have room to grow their generosity.
Before GivingTuesday, audit your donation pages—per Kaitlyn Ehn and our food bank team’s advice. Are your CTAs clear and visible? Is the form mobile-friendly? Small tweaks—like moving a donate button above the fold, adding multiple CTAs or aligning the design with seasonal creative—can make a noticeable difference.
Other prep steps worth considering include:
On days like GivingTuesday and December 31, brevity wins. Long-winded emails won’t cut through the noise. Instead, focus on short, compelling copy paired with bold, easy-to-click buttons.
Adding a match incentive is essential but consider going beyond the standard. Increase match multipliers as the day progresses to build urgency. Perhaps the match is two times during the day and three or four times in the early evening.
Peer-to-peer (P2P) texting is one of the most effective digital tools. Some of our rescue mission clients have seen strong results from sending two texts in one day: an early-morning reminder and a late-night final push (before the 9 p.m. legal cutoff). These last-chance texts capture donors who are busy during the day but active on their phones at night.
Both teams noted that authentic video—even a simple selfie from a frontline staffer—can outperform polished productions. What matters is showing something compelling, like a live look at a food drive or a quick donor thank-you message.
Some organizations are also experimenting with gamification to stand out from the flood of appeals during this time of year. For example, Jessica Lewis from our rescue mission team has seen great success with mystery matches.
Sometimes, the most personal approaches shine brightest. A plain-text email from the CEO with a heartfelt last-minute appeal can feel more authentic than a flashy design. Similarly, allowing a lightbox to pop up every session on peak days ensures you don’t miss casual website visitors.
Between GivingTuesday and December 31, organizations can plant another “mini-peak” opportunity. For example, scheduling a 3X match day in early December can present another chance for big donors to give again.
While it’s tempting to focus only on urgent appeals, donors also appreciate touchpoints that don’t involve asking for money. Sending an impact update, sharing a recipe or highlighting volunteer stories can help keep supporters engaged without overwhelming them. Shawn Rajotte with our food bank team adds that tactics like these can also help generate leads and increase traffic.
One key reminder: Just because a donor gave on GivingTuesday doesn’t mean they won’t give again at year end. Don’t exclude them from later campaigns. Instead, balance the follow-up with a thank-you email or story in between.
Digital strategies don’t have to be complicated to be effective. Sometimes, it’s the combination of small, thoughtful actions—personalization, authentic storytelling and timely reminders—that drives the biggest impact. By preparing ahead, executing with urgency and continuing the conversation after the big days, nonprofits can maximize both immediate revenue and long-term donor relationships.