Ah, Giving Days.
The Hunger Games of regional giving, where hundreds of nonprofits flood inboxes, social media feeds, and coffee shop conversations with individual campaigns all on the same day.
If you’re a smaller nonprofit, it can feel less like a celebration of generosity and more like trying to shout your message from the back row of a Megadeth concert after Dave Mustaine was given a note by a stagehand to reminded him he’s still owed royalties from Metallica’s first album and decided to take it out on everyone’s ear drums as he turns his amp up well past 11.
Case in point: By lunchtime yesterday, I’d received 20 emails and scrolled past 30 posts—all screaming, “EARLY GIVING IS OPEN! GIVE NOW!”
On a Monday. When my only life goal was to clean out my in-box and listen to a YouTube video about how to remain calm watching my MN Vikings inevitably lose in a big primetime game.
And I get it.
Early donations are a big deal.
But let’s be honest: when everyone is shouting the same thing, it just becomes noise.
So how do you, a scrappy and mighty nonprofit, cut through the chaos?
How do you make sure your message doesn’t get lost in the sea of “Give today!” posts?
Grab your coffee (or adult beverage if it’s already been that kinda week) and let’s get into it.
1. Tell a Story That Sticks
You know what cuts through noise better than the loudest shout?
A story that nestles up to your ears and whispers to the heart. How poetic, eh!?
Instead of only posting, “Help us reach our $10,000 goal!” tell your supporters why it matters.
Share a real story about someone your organization has helped and equate that result to the generosity of those who have given.
Include a photo or video of them (if they’ve given permission) or create a narrative that puts the donor at the center of the impact. No, don’t go all Sarah McLaughlin on the story, but connect the money to the impact visually.
Remember: people don’t give to organizations. They give to people. So show them the faces, the names, the lives they’ll change.
2. Play Offense, Not Defense
Waiting for supporters to find you in a sea of nonprofits is like hoping someone will pick you out of a crowded dance floor.
Please don’t be like the Vikings’ offense during a playoff game and just disappear during the most important part of the season. ‘Cause that just disappoints everyone involved.
Rather, be proactive:
Segment your email list: Personalize your messages so they’re relevant. “Hey, Patrick, as someone who attended our gala last year, we thought you’d want to hear how early giving can amplify your impact…”
Directly message past donors: A personal DM, text, or even a quick video shoutout can work wonders. “Hi Sarah, I wanted to personally thank you for your past support and let you know early giving is now open!”
Pick up the damn phone: Did you know that you can use that super computer in your back pocket can also be used as a device to communicate audibly person-to-person? It’s true. And it’s more personal than just a digital touchpoint.
It’s harder for people to ignore a direct ask that feels tailored to them.
3. Dare to Be Different
If everyone’s zigging, you need to zag. Don’t blend in with generic graphics that everyone else is using, and for the love of all that is holy, don’t just copy and paste the suggested boilerplate copy. Be bold and creative with your campaign.
Use humor: Make your audience laugh, and they’ll remember you. A meme, a funny video, or a playful post can be a breath of fresh air. Be authentic for sure – but if you’re funny, that’s ok!
Get quirky: Highlight your team in an unexpected way. Maybe it’s a “behind-the-scenes” video of your staff prepping for giving days. Curious humans like to watch how this all works, and you can totally play into this!
Show your personality: You’re not a robot, and your organization isn’t either. So if you’re using AI – please don’t blindly use it without seeing if it matches your organization’s vibe. Be you, not just instructions and box checking from a list of “suggested ways to market your nonprofit” in a workbook.
4. Use Urgency Wisely
We all know that urgency works, but you have to wield it carefully to avoid donor fatigue.
Instead of blasting “Early giving is open!” try framing it around impact and milestones. For example, “The first 20 donors today will help provide meals for 10 families. Be one of them!”
Create micro-goals to keep momentum going: “We’re 75% to our early giving goal—can you help us cross the finish line?”
People love being part of something in progress, especially when they feel like their contribution will make a tangible difference.
But remember – not every post needs to sound like the world is going to end.
5. Leverage Video and Livestreams
The algorithm loves video, and so do your donors. A quick, authentic video message or a social media livestream can be way more effective than a static post or regular ol’ email with words.
Go live to share updates, shout out donors in real-time, or give a quick tour of your facilities.
Keep it personal: “Hi friends, I wanted to hop on quickly to say THANK YOU! Because of early giving, we’ve already raised $1,500, which means three families will receive emergency housing this month. Can we make it to $2,000 by the end of the day?”
Heck, make it a regular, weekly thing that your supporters get to look forward to!
6. Don’t Forget Your Core Fans
It’s tempting to spend all your energy trying to attract new donors during big campaigns, but don’t overlook your tried-and-true supporters. In fact, they are the easiest to engage, easiest to get back from last year, and the key to not scrambling at the end of the year when you can reduce your donor retention.
Send a heartfelt thank-you note before asking for anything. Don’t be that organization that only communicates when you NEED something. Gratitude builds trust and loyalty.
Give your core supporters special perks—like exclusive updates or the chance to be part of a matching challenge, or inviting to the “day-of party” to celebrate you reaching your goals.
Whatever your plan? Your biggest cheerleaders deserve the biggest high fives to get your biggest return.
7. Be Consistent but Not Overwhelming
You’ve got weeks until the official giving day itself. Pace yourself.
Create a simple content calendar and map out your emails, posts, and updates. Nothing fancy – even a series of post-it notes on a wall works. Just write it down and stick to it.
Vary they way you message for the ask. Mix impact stories with updates, behind-the-scenes looks, and thank-yous. You’ve got a lot of fun arrows in that fundraising and marketing quiver of yours – show it off!
Remember: If your gut instinct says “posting 12 times a day is annoying to my audience” then you’re probably right. Self-awareness is key here.
8. Collaborate, Don’t Compete
If you’re feeling overwhelmed by the sheer number of organizations participating, lean into collaboration. There are plenty of like-minded organizations that see giving day participation as something they HAVE to do (nonprofit politically that is) but don’t have the energy, money, or time to do it as well as the massive organizations who dominate the headlines in your community.
Well, then embrace your inner Voltron and merge together to form a kick ass do gooding crew!
Partner with a like-minded nonprofit to co-promote each other’s campaigns and organizations. Find those that you vibe well with…or work with on a regular basis to leverage your voice.
Share resources, amplify each other’s stories, and show the community you’re all working together for a greater good.
Now, more than ever, in the wake of division and side-taking, I think donors and supporters are looking for the positive changemakers and love collaboration. Be that group.
Let’s DO THIS
Yes, giving days can feel like a nonstop shouting match.
But it’s also an incredible opportunity to connect with your supporters in creative, meaningful ways.
Tell your compelling stories.
Be proactive.
Stand out with authenticity.
You can rise above the noise and make a lasting impact—not just on your donors, but on the community you serve.
Cheers to making some noise—the good kind.
You got this!
-Patrick
P.S. Hey, need help with your upcoming giving day? I've had the joy of helping nonprofits raise millions over the last decade, and would be happy to show you how your nonprofit can get in on the action...without driving you insane!! Gimmie a shout!
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