By Joe DiBenedetto, Managing Director

What started in 2012 as a day encouraging people to do good, GivingTuesday has seen phenomenal growth in participation over the past several years. According to, nearly $2.5 billion was donated to U.S. nonprofits by approximately 35 million people on GivingTuesday in 2020 – a 29% increase in donations compared to 2019. The global generosity movement has gotten so big that many nonprofits wonder why they should participate when the competition for attention is so high. Here are five reasons for you to consider as GivingTuesday approaches (November 30).

1. You’ve got to be in it

If you’re not involved, critical donor dollars are going elsewhere. Sponsorships and donations are the lifeblood for every nonprofit and you can’t take for granted that donors will automatically choose your organization on GivingTuesday – especially if they’re receiving requests from other nonprofits.

2. Capitalize on your end of year giving

Occurring the Tuesday after Thanksgiving, GivingTuesday is perfectly timed to capitalize on donors looking to make end-of-year contributions as a tax write-off. Many corporations and individuals look to make charitable donations in the final months of the year for tax purposes – here’s a chance for your organization to benefit.

3. Heightened media interest means increased visibility for your nonprofit

Increased public awareness and interest in GivingTuesday means that the media will seek to highlight local nonprofits. Additional attention for your nonprofit not only helps drive donations during GivingTuesday, but also helps your organization moving forward. Spending time promoting your nonprofit as part of GivingTuesday could pay substantial long-term dividends.

4. Content Generation

It’s no secret that staying in front of your target audience is essential to your organization’s success. Developing content – for your digital platforms and direct marketing efforts – is vital to demonstrating the benefit your nonprofit provides the community. What better way to promote this year’s GivingTuesday than by sharing stories surrounding how donations from previous years have helped community members? There’s no shortage of stories to tell, so get out there and start capturing that content to share with your audience.

5. Going beyond GivingTuesday

Sure, your efforts promoting GivingTuesday are based on maximizing contributions to your organization that day, but that shouldn’t be your only goal. Promotional efforts surrounding GivingTuesday should be part of a larger strategy to maximize attention to your nonprofit throughout the year. Given how consumers are bombarded with marketing content, being in front of your audience frequently and consistently is critical to your overall fundraising success. GivingTuesday is a springboard to casting a bright spotlight on your mission and the wonderful work you’re doing.

There are countless nonprofits here in the United States and around the world doing tremendous work to help vulnerable populations. With so many, the challenge for donors is which to choose. Use this GivingTuesday to make the case for your nonprofit.

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