Is GivingTuesday Worth It?

At EFM, we live and breathe digital marketing for nonprofits. Over the years, we’ve honed our expertise, running GivingTuesday and End-of-Year (EOY) campaigns with remarkable results. With over 17.7 million impressions, 250,000 clicks, and more than $900,000 in trackable donations, we’ve learned what works—and, more importantly, why it matters.

GivingTuesday - a Nonprofit Superpower

One of the most common questions we hear from clients is, “Is GivingTuesday even worth it anymore?”

At EFM, we know the answer is a resounding yes. While concerns about donor fatigue are valid, our data-driven approach and years of experience tell a different story. GivingTuesday remains fresh, exciting, and a powerful opportunity—especially for donors who may still be discovering its purpose. It’s not just another fundraising day; it’s the perfect moment to build momentum and lay the groundwork for a successful year-end campaign.

Our approach to GivingTuesday goes beyond immediate donations (though those are always valuable). We view it as a launchpad for awareness, a creative testing ground, and a way to establish meaningful touchpoints with donors that lead to bigger gifts in December. By treating GivingTuesday as a strategic soft launch, we help our clients refine their messaging and maximize their EOY impact.

More than Just One day

If your nonprofit is gearing up for GivingTuesday, it’s essential to think beyond the day itself. A successful campaign isn’t just about joining the chorus of asks—it’s about standing out with a strategy that engages donors meaningfully and creates momentum. At EFM, we focus on crafting campaigns that not only maximize the impact of GivingTuesday but also serve as a powerful launchpad for December, when end-of-year giving reaches its peak. By combining compelling storytelling, targeted digital ads, and data-driven insights, we ensure your GivingTuesday efforts resonate with your audience and leave a lasting impression.

Our approach is designed to do more than drive one-day donations—it builds a strong foundation for your EOY campaign. By creating a "runway" of awareness and engagement leading into December, we help you connect with donors early, nurture those relationships, and inspire larger gifts as the year ends. This strategy ensures your nonprofit doesn’t just make an impact on GivingTuesday but carries that momentum forward, maximizing results and solidifying donor support for the future.

• Craft Compelling, Mission-Driven Creative
  Your visuals and messaging should tell a story that aligns with your mission and inspires action. Think about how you can use storytelling to connect with donors emotionally—whether through a short video, a powerful image, or a compelling tagline. Authenticity and clarity are key to building trust and driving donations.

• Test, Learn, and Adapt
  Don’t wait until GivingTuesday to launch your first ad or outreach effort. Start running targeted ads a week or two in advance to gather data on what’s working. Track metrics like audience engagement, ad performance, and donation behaviors. Use these insights to refine your messaging and targeting for GivingTuesday and your more extensive EOY campaign.

• Build Momentum
  Ramp up ad spending and visibility 48 hours before Giving Tuesday and keep the push strong through Wednesday. This ensures your message reaches as many potential donors as possible during this critical period.

• Focus on ROI
  Every dollar matters, so ensure your campaigns are cost-effective and yield meaningful results. Look for ways to maximize return by identifying high-performing ads and allocating more budget to them during GivingTuesday. The early results can help you decide where to double down as you move into December.

• Transition to EOY Efforts
  After Giving Tuesday, seamlessly shift to End-of-Year campaigns. Keep ad spending lower but consistent to maintain audience engagement and build momentum leading into December’s peak giving season.
  

Take Your GivingTuesday to the next level

Contact EFM today for a consultation or to learn more about our free campaign offer. With a team that blends journalism, Emmy-winning media production, and nonprofit marketing expertise, we’re uniquely equipped to craft compelling campaigns that resonate with donors and deliver meaningful results. Let’s collaborate to make your GivingTuesday campaign a standout success!