Plan a Successful Giving Day Campaign in 5 Steps

If Giving Days Have Flopped Before, You’re Not Alone

You scroll through social media the day after Giving Tuesday. Everyone else seems to be celebrating.

“Biggest Giving Day yet!”“Shattered our goal!”“Thank you to all who gave!”

Meanwhile, your progress bar didn’t even fill halfway.You quietly take down your posts, hoping no one noticed.

I’ve been there. More than once.

At one point, I had a whole speech prepared for why we’d never do a Giving Day again.“It’s just for big orgs.”“Our donors don’t give online.”“It’s too close to Black Friday.”“We’re already tapped out.”

But then I had to lead one. And it worked — wildly.That year we raised $74,000.

Not because I suddenly got lucky. But because I stopped guessing and started using a strategy.

Today, I’m giving you that strategy: the 5 steps to a Giving Day that actually works.

Step 1 – Set a Realistic Goal (Then Stretch It)

Start with your data.

• What causes have pulled in the most donations in the past?

• Are gifts mostly unrestricted? Or does a specific program spark more emotion?

Anchor your campaign around what already resonates. Then… add a stretch.

If your past Giving Day goal was $20,000, maybe aim for $25,000 this year.Not impossible — but enough to energize your team and supporters.

Include non-monetary goals too:

• Attract 50 new donors

• Reactivate 25 lapsed supporters

• Increase social engagement by 30%

You’re not just raising money. You’re building energy and reach.

Step 2 – Build a Smart, Segmented Marketing Plan

There’s no such thing as “one message fits all” in fundraising.

You’re running two campaigns at once:

1. A fundraising push

2. A community rally

Segment your approach by audience:

Major Gift Donors

• One-on-one calls

• Personal emails or letters

• Early previews of your campaign

• Ask for a lead gift or matching challenge

Lapsed/New Donors

• Emotional storytelling

• Easy donation experience

• Clear, low-barrier calls to action

• Bonus: a match incentive can tip the scale

Passionate Advocates

• Create a digital ambassador toolkit

• Share graphics, sample captions, hashtags

• Invite their voice: “Tell people why you give”

• Publicly thank them — tag, repost, spotlight

When you plan for these audiences in advance, your campaign stops being random.It becomes a layered, intentional strategy.

Step 3 – Design Two Complementary Campaigns

It’s not just social media. It’s everything.

Fundraising Campaign

• Emails segmented by audience

• Phone outreach to key donors

• In-person asks (if possible)

• Donation form that’s simple, mobile-ready, and gives clear impact examples

Awareness Campaign

• Daily posts leading up to the day

• Countdown graphics and progress bars

• Live updates

• Donor shout-outs and impact moments

They should work together, not compete.Same message. Different lenses. Shared mission.

Step 4 – Prepare Real-Time Updates to Keep Momentum High

The day-of energy is where Giving Days thrive — or fizzle.

Here’s how to keep energy up all day long:

• Morning email: “Today’s the day — here’s why it matters”

• Midday update: “We’re halfway to our goal — help us get there”

• Evening push: “We’re this close — your gift can close the gap”

And on social?

• Post your thermometer or goal graphic every few hours

• Share real-time donor shoutouts (first name, state, gift purpose)

• Consider a short livestream or video update: “Here’s what we’ve raised, here’s what it means.”

Don’t forget your ambassadors. Keep them updated too so they can share the latest stats and graphics.

Step 5 – Set Your Success Metrics in Advance

Don't wait until it's over to figure out what “worked.”

Set your success metrics before launch:

• Total dollars raised

• Number of gifts

• New donors

• Donor reactivations

• Email open/click rates

• Social shares/comments

• Most engaging piece of content

Also track how people gave:

• Which emails converted best?

• Did one ambassador bring in 12 gifts?

• Which story post got the most clicks?

Don’t skip the debrief. It’s not about criticism — it’s about compound clarity.So you can do it better next year. With less guesswork.

FAQ: Can I Still Do This Without a Full Team?

Yes.The first year I raised $74K, I didn’t have everything dialed in.I had one decent goal, one clear appeal, and the guts to try.

If you’re solo (or nearly), here’s your starter pack:

• One emotional story

• One smart email list (even if it’s tiny)

• One giving form that’s friction-free

• One calendar with 6–8 key posts or emails

Start there. Don’t wait for perfect. Start with what’s real.