Common Themes Behind Success

Giving Tuesday results are still being finalized for many organizations, but early results are striking for several AGP clients. Many clients broke records and greatly exceeded industry benchmarks across channels. As we continue to evaluate our clients’ Giving Tuesday 2024 performance, we’re seeing some patterns emerge.

One of the biggest lessons is the impact of true omnichannel efforts. According to early results, clients that used a full-funnel, omnichannel strategy are outperforming all others. 

Here are more common themes:

• Clients that have a presence outside of the core end-of-year season are showing the greatest promise. That potential is even greater when awareness efforts are part of the mix before peak season.  “We believe the organizations investing in awareness in addition to pure fundraising asks (when possible) will continue to see the most significant return throughout the year, not just on Giving Tuesday,” said Laura Hinrichsen, VP of Advertising.
• We also see better results from clients who started their Giving Tuesday promotions earlier instead of waiting until the day after Thanksgiving. Leveraging a slightly increased campaign window helps optimize efforts earlier and get out of the learning phase by the time the peak giving days arrive. Many clients saw success by promoting Giving Tuesday for two weeks or more leading up to the day.
• Clients leveraging their own first-party data are doing well, too. First-party data helps overcome many of the targeting challenges present in a lot of ad channels, like paid social. This also plays into data-driven decision-making as a whole, letting data guide the messaging and creative that performs well to inform strategy. “A big factor behind our success is trusting what the data tells us to do,” said Liz Lowe, VP of Client Relationships, Agency.  
• Clients who used digital efforts to help overcome donor acquisition struggles are seeing stronger acquisition results.

Key Takeaways to Maximize Giving Tuesday 2025

It’s never too early to start planning for Giving Tuesday 2025. By adding or adjusting your strategies now, you can maximize next year’s campaign. Here are some tactics to consider.

• Start Early: Warm your prospects well before Thanksgiving. This year, our clients who saw the most success began promoting their Giving Tuesday campaigns about two weeks in advance.
• Use an Omnichannel, Full-Funnel Approach: Engage donors at every step of their journey, from awareness to conversion, with a consistent and personalized experience. Make sure your direct mail, email, and advertising efforts are working together. Check out our Ultimate Guide to Nonprofit Omni-Channel Fundraising & Marketing for help getting started.
  Added: <li><strong>Use an Omnichannel, Full-Funnel Approach: </strong>Engage donors at every step of their journey, from awareness to conversion, with a consistent and personalized experience. Make sure your direct mail, email and advertising efforts are working together.
• Utilize the Power of Digital: Invest in a comprehensive digital strategy to complement your direct mail campaigns. This will help you find new, younger donors and build the next generation of sustained support.
• Promote Your Match: If a business or individual is pledging to match donor gifts, spread the news widely. Include the match in all your messaging and explain how it will enable donors to further their impact.
• Use Data to Target Donors: Lean on your first-party data to meet supporters where they are and identify those most likely to give. Load it into ad platforms or use it to create look-alike audiences for more precise prospecting.
• Make Data-Driven Decisions: Don’t just guess about what’s impactful. Instead, use performance data to determine the messages and images that capture attention and compel your audience to give.

How Will You Boost Your Giving Tuesday Returns?

By all accounts, Giving Tuesday 2024 was a resounding success, with YOY increases across the board. But even if this was your best year yet, there are still lessons to be learned.

“As we look at the future of fundraising and how nonprofits should adjust their strategies, consider the power of digital, particularly digital advertising,” Hinrichsen said. “Not only can it help you find new donors to acquire, but it can also help you find and nurture potential sustaining donors, which will be the lifeblood of any organization.”

If you’re aiming for a record-breaking Giving Tuesday 2025, our team would love to help. Contact us today! Let’s explore how a robust, integrated strategy can boost your efforts year-round so you’re ready for next year’s most celebrated single day of giving.