Nonprofits across the country have pledged to participate in GivingTuesday on Dec. 3 – but signing up to participate in the online giving campaign is just the first step. Being truly successful on GivingTuesday takes proper planning, outreach, logistics and follow up. Luckily, you don’t have to reinvent the wheel. Knight Foundation created an easy-to-use resource called the Giving Day Playbook full of ideas we hope you’ll borrow. It was written for the many community foundations around the country that have launched Giving Days, or geographically-based online fundraising campaigns. Find out more at www.givingdayplaybook.org.

1. Giving Day
Playbook
www.givingdayplaybook.org

3. Plan so you
know your target
Tool
General Goals
Measurable Target might be…
Grow giving base
Increase total amount donated on Giving Day
by 25%; Raise > $10,000
Democratize giving base
Engage 500+ donors to make a contribution
Engage a new donor segment
Engage 50+ members of new donor segment
Expand public profile
Generate 25+ mentions, develop new kinds of
media relationships
Example: Young Professionals

4. Choose the right
prize & match incentive
Tool
 Type of Prize
 Pros
 Cons
 Goal Alignment
SECTION: PLANNING > Matching Prizes and Funds
Example: Fundraising

5. Engage online and
excite offline
ONLINE
• Remind people to give by email
• Provide real-time donation totals on
website
• Thank donors on Twitter
• Share event photos on Facebook
OFFLINE
•
•
•
•
Kick off at a coffee shop
Food truck lunch
Afternoon event at nonprofit
Happy hour
Example: Generate media attention

6. Build for the
long term
BE GRATEFUL
Thank donors and community partners
BE TRANSPARENT
Report success to entire community
BE SMART
Survey donors and nonprofits;
analyze web data
Example: Donor insight