GivingTuesday: Ride the Wave, Don’t Fight It

Dear Rhea,

I’m drowning in GivingTuesday advice. I don’t know where to start, and I’m not even sure it’s worth doing. We’re a tiny shop with too much to do and no clear plan. Help?

—Giver-whelmed on #GivingTuesday

Hey Giver-whelmed,

I feel you. GivingTuesday can feel like trying to shout over a marching band. It’s noisy. It’s crowded. It’s exhausting.

But here’s the truth—it’s also the world’s day of generosity. Your job isn’t to create the noise. Your job is to channel it. Ride the wave instead of fighting it. 🌊

Let’s keep this simple and doable.

🧺 1. Harvest, don’t plant.

This is not the week to “grow your list.” Use what you’ve already built. The people who’ve opened, clicked, or given this year are your hot leads. Work them.

📣 2. Go omni-channel.

Think email + social + mail + phone + text + video. Use every channel you’ve got—but keep it human, not corporate. This applies for overall end-of-year giving campaigns too.

• • Email: Warm up weekly through November. In December, go bold—10 to 12 short, skimmable notes. Fridays and the last three days of the year are gold.
  • Mail: Bright envelope. Real stamp. Remit envelope. Hand-signed if you can swing it.
  • Phone: Gratitude first, then a nudge. Keep the voicemail tight.
  • Text/video: Fast, friendly, personal. The less polished, the better.

🎯 3. Segment like a pro.

Don’t overthink it. Just separate wisely:

• • Major donors + major-donor prospects: ❌ No mass blasts. One-to-one only—custom proposals, personal updates, or match invitations.
  • Active annual prospects (not major): ✅ Fair game for your mass campaign.
  • Annual donors: Focused appeal, match framing, visible goal.
  • Monthly donors: Lead with gratitude, then offer a one-time “boost your impact” option.
  • Lapsed donors: Call them. Tell them what’s changed. Make one clear ask.
  • New donors (last 90 days): Don’t solicit. Thank, update, welcome.

💥 4. Matches are magic.

They trigger a psychological boost—people love doubling their impact. Board pools count. Keep the message bold. If you hit your match early, raise the goal and keep going.

✍️ 5. Tighten your copy.

• • Start strong: “You can help 120 families stay warm this winter.”
  • Keep it plain-text, big font, short lines, one unmissable button.
  • Link to the donate page multiple times.
  • And please—write your subject line like it matters. Because it does.

💳 6. Make giving stupid-easy.

Offer all the ways to give: card, ACH, PayPal, Apple Pay, DAF, stock, IRA, or good old-fashioned check.

Put the match + impact right at the top. Don’t make people hunt for it.

🔁 7. Control your logic.

Once someone gives, they’re out of the ask stream. Immediately move them to the thank-you stream. Nothing kills goodwill faster than another “Donate now!” after they already did.

🙏 8. Thank like you mean it.

• • Instant: Auto-receipt + warm note.
  • 48 hours: Short video from a real human.
  • 1 week: Update—“Here’s what your gift made possible.” No more asks. Just gratitude.

Social is fine for awareness, but it rarely brings cash. Email and phone are your moneymakers. Focus there.

GivingTuesday is already rolling. You don’t have to be everywhere—you just have to show up where it counts.

🔥 Want more no-BS fundraising and GivingTuesday tips that actually bring in money?
Join my list at rheawong.com—I’ll keep it real, keep it useful, and keep you raising. 💪

Dear Rhea,

Every year, we scramble for GivingTuesday. We post. We email. We hustle.

But the truth? None of it seems to matter for our major donors.

How do we use GivingTuesday strategically—not just to raise a few hundred bucks—but to actually engage people who could give five or six figures?

—Maxed Out on Matching Gifts

Dear Maxed Out,

I get it. GivingTuesday can feel like a giant fire drill that burns time and staff energy for a handful of small gifts.

But done right, it’s not a day. It’s a signal.

Your biggest donors are watching. They pay attention to how you show up when the spotlight is on. This is your chance to show that your organization is organized, thoughtful, and ready for serious partnership.

The trick is to create triggers everywhere. These are small cues that help you see who is leaning in and ready for a deeper relationship.

Here’s how to do it.

1. Turn your email signature into a magnet.

Add a line like: “Interested in making a significant impact? Book a 20-minute donor conversation.”

That one line can turn casual email exchanges into qualified leads.

2. Set up signals on your website.

Install a chatbot or pop-up form that activates when someone:

• • Clicks “Ways to Give”
  • Downloads an impact report
  • Asks about gifts of stock, DAFs, or legacy giving

Have those names automatically flagged for your team. These people are raising their hands. Don’t lose them.

3. Create a GivingTuesday follow-up that builds connection.

At the end of every thank-you page or receipt email, add: “Want to explore a bigger impact project? Let’s talk about how your giving could shape next year’s goals.”

That turns a one-time donation into a relationship.

4. Segment your thank yous.

Anyone who gives more than $250 on GivingTuesday should get a personal thank-you within 24 hours. Call them or send a short video from leadership. Then follow up with an invitation to learn how similar gifts are being used.

5. Tag your signals.

In your donor management system, tag donors who:

• • Ask for program data or outcomes
  • Give through a business account
  • Request financials or restricted use
  • Share your posts online

These are signs of curiosity and capacity. Track them. Then follow up after GivingTuesday for a deeper conversation.

6. Use every reply as a breadcrumb.

If someone replies, “Thank you,” or “Great work,” keep the conversation going: “Appreciate that! We’re pulling together next year’s impact brief. Would you like an early copy?”

That’s how you move from polite to engaged.

7. Make giving easy for serious donors.

On your donation page, include options for stock, DAFs, wire transfers, and employer matches. Show that your organization is capable of handling complex gifts with professionalism.

GivingTuesday should not be treated like a finish line. It’s the starting point for better conversations. Every signal you create helps you spot who is ready for something bigger.

🎯 Bottom line: Don’t chase donations. Create conditions that invite discovery.

And if you want more real-world strategies like this, join my weekly fundraising brief at rheawong.com.

You’ll raise more and stress less.

❤️
Rhea