As we enter a season viewed by many as a time for thankfulness and giving back, one day in particular has become an unofficial kick off for some organizations. #GivingTuesday was launched in 2012 as a day dedicated to global giving, and is celebrated the Tuesday following the American Thanksgiving holiday.

There has been tremendous growth in participation and resources raised through this annual event since its origination. As your team gears up for #GivingTuesday, or another event, here are four ways to create more meaningful engagements with participating donors and potential donors.

1. Capture Donor Information

Whether a donor’s interaction with your organization stems from a personal conversation, social media post, email message, or other communication channel, it is critical to learn more about each donor and his or her interests—and passions. Capturing relevant information around the Nine Navigation Points can help build a portfolio of individuals who you can connect with your organization and further the engagement of existing donors.

2. Express Gratitude to Donors (New and Old)

With the increasing number of individuals participating in #GivingTuesday, it may be easy to overlook something as simple as a meaningful thank you. When donors choose to engage, they are demonstrating they want to be part of the great work your team is doing. Expressing appreciation with a thank-you message can be pivotal in building a long-term relationship with donors who are looking to do more.

3. Provide Ongoing Communications

After any event, it is important for your team to pause and celebrate successes. It is also important to recognize the many donors and potential donors with whom you now have an opportunity to continue a dialogue. Developing a strategic plan for follow-up messages can help maintain connections with donors and build deeper commitment to the work of your organization.

4. Identify Loyalty vs. Passion

A key factor in distinguishing among the relationships with donors and potential donors who participate in #GivingTuesday will be whether their involvement is based on loyalty or passion. Loyalty giving stems from donors feeling a particular gift is something they “ought to” do. On the other hand, donors make a passion-based contribution because it is deeply meaningful to them.

Individuals who give based on their personal passions are great candidates for deeper engagement. How can you help them learn more about what they are able to accomplish through your organization, even after #GivingTuesday has come and gone?


A thoughtful strategy for recognizing and engaging those who participate in #GivingTuesday (and other events) can be fundamental for facilitating meaningful philanthropy. How will your team make the most of these opportunities?