Giving Tuesday
Giving Tuesday is a global generosity movement held on the Tuesday after Thanksgiving, encouraging people to give to charitable causes through donations, volunteering, and acts of kindness.
Giving Tuesday is a global day of generosity held annually on the Tuesday after Thanksgiving in the United States — the Tuesday following Black Friday and Cyber Monday. Created in 2012 by the 92nd Street Y in New York City in partnership with the United Nations Foundation, it has grown into the largest single-day online giving event in the world. In 2025, over $3.4 billion was donated in the US on Giving Tuesday, with participation from over 100 countries.
Why It Matters for Fundraising
Giving Tuesday creates a cultural moment that nonprofits of all sizes can leverage:
- Massive public attention. The #GivingTuesday hashtag generates hundreds of millions of social media impressions. Media coverage amplifies the message. Donors are primed to give.
- Significant revenue. Many organizations raise 5-15% of their annual online revenue on this single day. For a nonprofit raising $200,000/year online, that could be $10,000-$30,000 in 24 hours.
- Donor acquisition. The collective energy of Giving Tuesday brings new donors who might not discover your organization otherwise. First-time donors acquired on Giving Tuesday convert to repeat donors at higher rates than those acquired through other channels, likely because the decision to give is more intentional.
- Kickoff to year-end giving. Giving Tuesday falls in early December, making it the natural launchpad for your year-end campaign. Organizations that treat Giving Tuesday as the start (not an isolated event) raise more throughout December.
Key Dates
Giving Tuesday falls on a different date each year because it is tied to Thanksgiving:
- 2026: December 1
- 2027: November 30
- 2028: November 28
How to Maximize Giving Tuesday
Success on Giving Tuesday comes from preparation, not improvisation. The organizations that raise the most start planning 4-6 weeks in advance.
Before the day
- Set a specific goal with a concrete impact statement: "$20,000 to provide winter coats for 400 children."
- Secure a matching gift. Organizations with Giving Tuesday matches raise an average of 51% more. A board member, major donor, or corporate partner who doubles every gift creates urgency.
- Build anticipation with teaser emails and social media posts in the two weeks before.
Day of
- Start early — send your first email by 6 AM in your donors' time zone.
- Update throughout the day with progress posts every 2-3 hours.
- Create urgency in the final hours: "4 hours left — we're $3,000 away from our goal."
After the day
- Thank every donor within 24 hours. Prompt gratitude is the #1 predictor of donor retention.
- Share the result publicly — donors want to know they were part of something successful.
- Convert to recurring. Follow up with new donors 5-7 days later with a recurring giving ask.
For a complete, week-by-week strategy, read our Giving Tuesday Fundraising Guide.
Related Terms
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