Giving Tuesday, annual appeal, campaign timeline

Why you shouldn’t put all of your eggs in the giving Tuesday basket

Let me guess.

You’re feeling hopeful about the upcoming #GivingTuesday.

...and I get it. In 2019, nonprofits raised $511M in one day, up 28% from 2018. That’s a lot of money.

But with over 1.5M nonprofit organizations in the US alone, you can imagine that it’s a tad competitive.

In fact, last year, I received 38 Giving Tuesday email appeals from 32 organizations (yes, some sent multiple in one day).

Now, I’m not suggesting throwing the baby out with the bathwater, but what I am saying is: what if Giving Tuesday is just one piece of your larger end-of-year campaign?

Hear me out:

It’s reported that 31% of annual giving for nonprofits occurs in December.

12% of all donations are raised in the last three days of the year.

And 28% of nonprofits raise up to 50% of their total revenue in the last quarter of the year.

What that tells me is that cutting off your fundraising after Giving Tuesday is a miss of nearly an entire month of potential asks.

My advice?

Start asking in mid-November and don’t stop. If you are looking for a sample schedule of events for end-of-year giving - check out this post.

Need a tool that takes care of easy to use and beautifully designed donation and campaign pages? How about one that takes less than 10 minutes to set up? How an all-in-one-platform that includes email marketing? Oh, and did we mention a personal fundraising expert to help you out too? KindestPro, our upgraded version of Kindest is just the tool you need. Click here to find out more information.

So...take some pressure off. We can’t wait to see what you are able to raise beyond Giving Tuesday.

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