How does Giving Tuesday work? A nonprofit’s complete guide

If you're running a nonprofit or helping one grow, this day can be a game-changer. But let’s be honest, it can also feel overwhelming. Everyone’s talking about it, running campaigns, posting all over social media... and you might be wondering how your small team can keep up. That’s where planning smart (not just working harder) really matters.

At Harness, we’ve helped hundreds of nonprofits go from “we don’t even know where to start” to pulling off some of their biggest fundraising wins. So if you’ve got questions like “How does Giving Tuesday actually work?” or “How do I even get started?”, you’re in the right place.

Let’s break it down together.

What is Giving Tuesday and where did it begin?

Giving Tuesday is a global day of giving that started with a simple question: What if we had a day that was just about doing good? It began in 2012 at the 92nd Street Y in New York City, in partnership with the United Nations Foundation. The timing was intentional, right after the shopping rush of Black Friday and Cyber Monday.

The goal? To shift the focus from spending to generosity.

Since then, it’s grown into a worldwide movement. People in over 80 countries take part, donating, volunteering, and supporting causes that matter to them. Whether it's a local food bank or a global health campaign, Giving Tuesday is about reminding us all that we can make a difference, together.

And here’s the cool part: it’s not just for big organizations. Small nonprofits, churches, schools, and even individuals join in. The heart of Giving Tuesday is community. It’s people coming together to do something kind, whether that’s giving $5 or giving their time.

Why nonprofit organizations participate in this global day

Nonprofits join in on Giving Tuesday because it works. On this one day, people are looking for ways to give. They’re ready to support something meaningful, and that makes it a huge opportunity for your cause.

It’s not just about raising money (though that’s a big part of it). It’s about telling your story to people who want to help. Giving Tuesday puts your nonprofit in front of new donors, brings back past supporters, and helps your current community feel even more connected to your mission.

It’s also a great way to build momentum before the end-of-year push. Many nonprofits see Giving Tuesday as the start of their biggest fundraising season. When you show up strong on this day, you set the tone for the rest of your campaign.

At Harness, we’ve seen organizations of every size raise more than they expected, just by planning ahead and focusing their message. You don’t need a huge team. You just need the right tools and a clear reason for people to care.

When is Giving Tuesday and why it’s the biggest day of the year

Giving Tuesday happens every year on the Tuesday after Thanksgiving. That means it always follows Black Friday and Cyber Monday, the two biggest shopping days of the year. In 2025, Giving Tuesday will land on December 2.

So why does the date matter? Because it shows up right when people are already in a generous mindset. They’ve spent time with family, started their holiday shopping, and now they’re thinking, "How can I give back?" That’s the moment when your nonprofit can step in with a clear, simple way to make a difference.

And it’s not just a “nice to have” date on the calendar. It’s a proven fundraiser. In 2022 alone, Giving Tuesday brought in over $3.1 billion in the U.S. That’s a lot of people giving, and not just big donors. Small gifts, when they show up all at once, add up fast.

For many nonprofits, this is the biggest fundraising day of the year. It kicks off their year-end campaigns and sets the stage for December giving. If you're not planning for it yet, this is your moment to start.

What makes Giving Tuesday fundraising campaigns successful

The nonprofits that do best on Giving Tuesday don’t just ask for donations, they tell a story that sticks. People want to know where their money is going and what kind of change it will create. That’s why campaigns with a clear message and emotional pull tend to do better.

Another big factor? Urgency. Giving Tuesday lasts just 24 hours. When donors see a countdown or a goal meter ticking up, it creates energy. They feel like their gift is part of something bigger, and that it matters right now.

Matching gifts are another powerful tool. When people know their donation will be doubled, they’re more likely to give (and give more). It's simple math and big motivation.

And don’t forget your donation page. If it's confusing or hard to use, people won’t finish giving. A great donation page should be quick, mobile-friendly, and show impact amounts like, “$25 feeds a family for a day.” That kind of clarity helps donors feel confident they’re doing something good.

At Harness, we help nonprofits fine-tune all of this, from messaging to donation forms, so their Giving Tuesday campaign actually works. You don’t have to guess your way through it.

How to run a powerful Giving Tuesday campaign

Running a Giving Tuesday campaign doesn’t have to be overwhelming. It’s all about having a simple plan and starting early. Here’s how to set yourself up for success:

Step 1 – Set a clear goal and define your campaign type

Before you send an email or post on social media, take time to answer two big questions: What do we want to raise?and What kind of campaign are we running?

Some nonprofits lead with a traditional campaign and ask directly for gifts. Others use peer-to-peer fundraisers, where supporters create their own mini-campaigns to bring in donations. Both can work, you just need to pick one that fits your audience and your team’s bandwidth.

Once your goal is set, everything else gets easier to plan.

Step 2 – Build your donation page

Your donation page is where everything happens, so it needs to be fast, clear, and mobile-friendly. A good page includes:

• A short, powerful message
• Clear impact amounts (“$50 = one week of meals”)
• An easy monthly giving option
• Your branding, colors, and logo

Pro tip: Don’t wait until the last minute. Set this up early and test it. You want zero surprises on Giving Tuesday.

Step 3 – Choose your fundraising platform wisely

Not all tools are built for Giving Tuesday. Look for one that makes setup simple and keeps everything in one place, like donation forms, recurring gift tools, and donor data.

At Harness, we’ve designed our platform to help small teams move fast. You can automate follow-ups, track donor behavior, and use features like SmartAsk™ to encourage monthly gifts without extra work.

Step 4 – Spread the word with strategic promotion

You don’t need a huge ad budget, you just need a solid plan. Use your email list, text messages, and social media posts to let supporters know what’s coming. Don’t just post once and call it done. Build a countdown. Share impact stories. Remind people early and often.

Give folks a reason to care and a reason to act today. And remember, short messages that get to the point work best.

Tip: Start promoting at least two weeks out. You want people thinking, “Yep, I already know what I’m giving to this year.”

Step 5 – Engage small businesses and community partners

Local businesses love to give back, especially during the holidays. Reach out and ask if they’ll match gifts, run a simple fundraiser, or help promote your campaign.

Partnerships like these grow your reach fast. And when donors see community support, it builds trust and excitement.

Step 6 – Launch early and build momentum

You don’t have to wait until Tuesday morning to get started. A soft launch a few days ahead can warm up your audience and even bring in early donations.

Let people know what's coming. Share your goal. Tease your campaign. That way, when Giving Tuesday hits, your supporters are already in the loop and ready to give.

Step 7 – Maximize the day with real-time engagement

Giving Tuesday moves fast, so don’t go quiet once your campaign starts. Post live updates. Share donor shoutouts. Thank people as soon as gifts come in.

Use stories, emails, and texts to keep the energy high. If you’re close to hitting your goal, tell people. That last push makes a big difference.

Step 8 – Follow up and keep the momentum going

After the rush is over, don’t disappear. Say thank you, fast and from the heart. Share what donors made possible. Let them feel proud of their gift.

This is also the time to invite one-time donors to become monthly supporters. Keep them close, and you’ll grow your donor base for the long term.

Giving Tuesday by the numbers

If you’ve ever wondered whether Giving Tuesday really makes a difference, the numbers speak for themselves. In 2022 alone, people gave over $3.1 billion in the U.S. in just 24 hours. And that number keeps growing every year.

What’s surprising? Most of those gifts aren’t from big checks, they’re from everyday donors giving small amounts. It shows that when a lot of people come together with a shared purpose, real impact happens.

Here are a few quick stats to keep in mind:

• Over 35 million people participated in Giving Tuesday last year.
• Nearly half of all donations were made online or through mobile giving.
• Many nonprofits report that Giving Tuesday brings in more first-time donors than any other day of the year.

These numbers remind us why this day matters. It's not just a trend, it's a powerful way to rally people around generosity. And for nonprofits, it's a real chance to reach new supporters, raise money, and start long-term relationships.

How small nonprofits can win big on Giving Tuesday

You don’t need a big team or a big budget to make Giving Tuesday work. In fact, some of the most successful campaigns we’ve seen at Harness came from small teams that focused on doing a few things really well.

Start with what you have. Maybe it’s a small email list, a few loyal donors, or a group of volunteers who care deeply about your cause. That’s more than enough. The key is to tell a clear story, make it easy to give, and stay connected throughout the day.

Use tools that save time. Automate thank-you messages. Set up donation forms that are simple and mobile-friendly. Plan your social posts ahead of time so you’re not scrambling on the big day.

Lean on your community. Ask supporters to share your message. Turn volunteers into peer fundraisers. Reach out to local partners who can help amplify your voice.

The goal isn’t to do everything, it’s to do the most important things well. With the right focus and support, even the smallest nonprofits can turn Giving Tuesday into their biggest win of the year.

Build lasting momentum

Giving Tuesday is more than a one-day event, it’s a chance to build lasting momentum for your mission. When you plan ahead, tell your story clearly, and stay connected with your donors, this one day can spark year-round support.

But you don’t have to do it alone. At Harness, we’ve worked side-by-side with nonprofits of all sizes to turn Giving Tuesday into something bigger, something repeatable, trackable, and impactful. 

Whether it’s setting up a smart donation page, automating your follow-up, or helping you turn first-time donors into lifelong supporters, we’re here to help.

You bring the heart. We’ll bring the tools.