Strategies for a Successful Giving Day

Giving Days are powerful opportunities for nonprofits and schools to rally supporters, inspire generosity, and meet tangible needs. But success doesn’t just happen on its own—it requires thoughtful planning, strategic promotion, creative energy on the big day, and intentional follow-up. In a past conversation, Generis advancement experts shared proven strategies drawn from organizations across the country. Here’s what they had to say.

Laying the Groundwork: Planning and Goal-Setting

The first step toward a successful Giving Day is preparation. These events aren’t something you decide to launch a week in advance. They require time and thoughtful planning.

Set a clear financial goal. Decide how much you hope to raise and whether the funds will go toward your annual fund or something specific, like funding a new piece of equipment or project. The more specific the project, the easier it can be for supporters to connect with the vision.

Another critical part of the groundwork is securing lead gifts before the day begins. Reaching out to a handful of loyal donors ahead of time can help raise as much as half of your goal before the event even starts. This creates momentum and allows you to launch your Giving Day with encouraging progress already in hand.

Picking the Right Day for Your Giving Day

One of the most common assumptions is that Giving Day must happen on Giving Tuesday. While many organizations focus on Giving Tuesday, it’s a crowded day with many competing messages. Choosing a day that aligns with your mission can often be more effective.

The truth is, your Giving Day can be any day of the year. Many organizations have chosen dates that carry special meaning, such as their Founder’s Day. Others have scheduled events in the spring, early fall, or around a holiday that matters to their community.

The key is to select a date that best highlights your organization’s mission and needs. A carefully chosen date can make your campaign more relevant and memorable.

Building Awareness and Engagement Ahead of Time

Promotion doesn’t start the week of your Giving Day—it starts weeks in advance. Ideally, you should begin communicating at least 30 days before the event. A teaser announcement one month out, followed by weekly reminders, helps build anticipation and ensures supporters aren’t caught by surprise.

The closer you get to the date, the more communication you should provide. Use multiple channels: that could be a website announcement, social media posts, or even a postcard or a mailed letter. The goal is consistent visibility across multiple touchpoints.

In addition, identify and equip your “buzz builders.” These are the enthusiastic champions of your organization who can help amplify your message. Ask them to share posts, create short videos, or talk with people in their networks. Having supporters spread the word through their own circles adds energy and credibility to your campaign.

Bringing Energy on the Day Itself

When the big day arrives, communication doesn’t stop—it accelerates. Regular, creative updates keep momentum strong and remind donors that their participation matters.

Video is especially powerful. Supporters don’t expect slick, polished productions. In fact, live phone videos often feel more authentic, relevant, and engaging. Whether it’s capturing the energy of the day or showing the need in real time, video helps donors feel connected to what’s happening.

Signage is another effective tool. At schools, sandwich boards during drop-off and pick-up remind families of the event. For nonprofits, visible signage at your location can catch attention and reinforce the campaign.

Milestone updates are also essential. When you cross halfway or near your goal, let people know. Pre-arranging emails and posts tied to these moments ensures you celebrate wins as they happen. Donors want to be part of something that’s gaining traction, and momentum inspires participation.

Finally, use every communication tool available. Social media, email, signage, video, and even phone calls all contribute to keeping energy high throughout the day.

Following Up After the Giving Day

A successful Giving Day doesn’t end when the clock runs out. What happens after is just as important as what comes before.

The very next day, share preliminary results. You don’t need to have the final numbers down to the penny, but supporters want to know how things went. Whether you exceeded your goal, came close, or raised enough for a specific project, communicate quickly.

Thanking donors should also happen across the same channels you used for promotion. Social media posts, videos, emails, signs, and “buzz builders” can all be part of expressing gratitude.

And don’t wait too long to reconnect. Within a few weeks, show donors the impact of their gifts. For nonprofits, Giving Day is often a moment to inspire new donors to give for the first time. Retaining them requires thoughtful follow-up and intentional cultivation. Demonstrating the difference their gift has made is key to building long-term relationships.

By engaging early and often after the event, you ensure Giving Day isn’t just a one-time win but a foundation for future generosity.

Conclusion

Planning, executing, and following through on a Giving Day takes effort, but the results can be transformative. With careful preparation, consistent communication, creative energy on the day itself, and intentional follow-up, your organization can maximize both dollars raised and relationships built.

Giving Days aren’t just about funding a project—they’re about building community, inspiring new donors, and strengthening your mission for years to come.

This article was adapted from a webinar hosted by Kim Jennings and Jennifer Perrow of Generis, where they shared practical strategies for planning and executing a successful Giving Day.