Giving Tuesday Communication Plan


Prepare your Giving Tuesday communication plan in advance to allow for easier implementation.

The Steier Group has composed a suggested GivingTuesday communication plan to use in the run up to the day of giving on Dec. 1, 2020. Make sure to use the free graphics created by GivingTuesday to inform your supporters.

Although it may seem tricky to ask for help during a pandemic year, the Steier Group has found that donors are willing to help as they can. Remember, you are inviting them to support an organization they care about. If they are willing and able to support, they will.

The Steier Group’s Giving Tuesday Toolkit has additional resources.

Two weeks out (Nov. 17, 2020)

Email blast

  • Email all donors to inform them what GivingTuesday is and that it will take place on Dec. 1.
  • Consider using this Animoto video to explain GivingTuesday.

Website

  • Post GivingTuesday introduction and FAQ.

Social Media outlets

  • Advertise the link to the GivingTuesday information on the website.
  • Use the graphic supplied by GivingTuesday to update your social media branding to alert donors to the day of giving.

Wednesday, Nov. 18, 2020

Bulletin or Weekly Newsletter

  • Use the GivingTuesday FAQ as an insert or article.

Discuss goals

  • Organizational leadership should discuss goals for GivingTuesday.
  • Be specific about your most urgent needs.
  • Set a monetary goal. The goal should be challenging, yet attainable.

Weekend of Nov. 21-22

Pulpit announcement

  • Churches should provide a brief pulpit announcement regarding the organization’s participation in GivingTuesday on Dec. 1.

Tuesday, Nov. 24

Website

  • Share detailed information about the organization’s GivingTuesday financial goal and how the money raised will impact the organization.
  • Include information on how to donate to the organization online.

Social media outlets

  • Share detailed information about the organization’s GivingTuesday financial goal and how the money raised will impact the organization.
  • Include information on how to donate to the organization online.

Email blast

  • Share detailed information about the organization’s GivingTuesday financial goal and how the money raised will support the organization.
  • Include information on how to donate to the organization online.

Wednesday, Nov. 25

Website, Facebook, Twitter, etc.

  • If you are sharing a Thanksgiving message with your supporters, it would be the perfect time to mention GivingTuesday.
  • Post a video message from the pastor or CEO of the organization about the importance of participating in GivingTuesday and how the funds raised will positively impact the organization.

Email blast

  • Send a video message from the pastor or CEO of the organization about the importance of participating in GivingTuesday and how the funds raised will positively impact the organization.

Bulletin or Weekly Newsletter

  • Include an insert or article about the organization’s GivingTuesday financial goal, how the funds raised will impact the organization and how to donate online.

Friday, Nov. 27

Website, Facebook, Twitter, etc.

  • Repost information about the organization’s financial goal, what the organization will be able to accomplish with the money raised and information on how to donate online.
  • Make sure to connect GivingTuesday with the consumer shopping holiday of Black Friday.

Email blast

  • Resend information about the organization’s financial goal, what the organization will be able to accomplish with the money raised and information on how to donate online.
  • Make sure to connect GivingTuesday with the consumer shopping holiday of Black Friday.

Weekend of Nov. 28-29

Pulpit announcement

  • Provide a brief pulpit announcement about GivingTuesday on Dec. 1, the organization’s financial goal, how the funds raised will impact the organization and how to donate online.

Monday, Nov. 30

Website, Facebook, Twitter, etc.

  • Share a post in the morning reminding donors there are less than 24 hours until GivingTuesday starts.
  • Share a post in the afternoon reminding donors of the goal and how they can participate by donating online.

Email blast

  • Email donors to remind them that GivingTuesday starts in less than 24 hours and remind them of the goal and provide a link for them to donate online.

Tuesday, Dec. 1

Website, Facebook, Twitter, etc.

  • Share a post to announce the start of GivingTuesday and include a link to donate online.
  • Share updates throughout the day with the amount raised and include a link to donate online.

Email blast

  • Send an email in the morning announcing the start of GivingTuesday and include a link to donate online.
  • Email updates throughout the day with the amount raised and include a link to donate online.

Wednesday, Dec. 2

Email blast

  • Share an email blast with your donors thanking them for their participation. Update them with the total raised. If you hit your goal, make sure to celebrate. If you fell short, reiterate the needs and share your online giving link so that those who missed GivingTuesday Now can still donate.

Thank donors

  • Send thank you notes to those who donated during this challenging time.
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