Nonprofits: Giving Tuesday Should Be a Year Round Effort

Every year, nonprofits put tremendous effort into their Giving Tuesday campaigns, often starting in the final weeks leading up to the big day. It’s a powerful day, no doubt—last year, Giving Tuesday raised over $3 billion in the U.S. alone!

Download the Giving Tuesday Trailguide here!

But here’s the thing: the impact of Giving Tuesday can be even greater if nonprofits approach it as a year-round strategy rather than a one-day blitz. With ongoing online engagement, nonprofits can build relationships that lead to sustainable support, not just a one-time influx.

People Are More Likely to Give When They Feel Connected

The science of why people donate boils down to connection. Studies show that donors give most generously to causes and organizations with which they feel a personal bond. According to research from the National Center for Charitable Statistics, donors often feel more motivated to give to causes that resonate with their personal values or lived experiences. When people see stories of real individuals (or animals and natural habitats!) whose lives have been impacted by a nonprofit’s work, they feel more compelled to make a difference.

Dr. Debra Mesch, a professor at the Women’s Philanthropy Institute at Indiana University, found that storytelling is particularly powerful in fundraising. Her research suggests that “narratives that showcase individual stories, rather than generic statistics, inspire a stronger emotional response and willingness to give.”

By sharing updates, personal stories, and success moments throughout the year, nonprofits can foster a deep sense of connection with their community, leading to more enthusiastic support on Giving Tuesday and beyond.

Download the Giving Tuesday Trailguide here!

Additionally, behavioral economics tells us that people give when they feel they’re part of a community or movement. Giving Tuesday’s social media-driven format plays perfectly into this, but the magic doesn’t have to be limited to one day. By consistently posting meaningful content, nonprofits can create a sense of community that endures year-round, keeping their supporters engaged and ready to contribute.

Sign Up for Our Guide + Year-Round Tips

At New Why, we believe in making every Giving Tuesday the best it can be—not just by focusing on one day, but by nurturing your community and donors throughout the year. That’s why we’ve created a Giving Tuesday guide tailored to help nonprofits elevate their presence online. This guide covers best practices for using your online presence to maximize your impact and set the stage for a successful Giving Tuesday.

To make things even easier, we’ll be sending out monthly tips designed specifically for nonprofits looking to keep their communities engaged year-round. Think of it as a quick, actionable reminder to stay top-of-mind with your audience without the overwhelm. Sign up on that cute little popup form at the bottom right of your screen!

Let’s build a strategy that gives your supporters more opportunities to connect with your mission—and to make Giving Tuesday feel like a natural extension of your nonprofit’s year-round engagement efforts. Download our guide and subscribe to our tips today. Together, we can make every month a little like Giving Tuesday.