Last year on GivingTuesday, Canadians showed how powerful a single day of generosity can be. In just 24 hours, 43,000 people donated $16.2 million through CanadaHelps digital tools, a 19.5 percent increase from the year before, with more than a quarter giving through CanadaHelps for the first time (CanadaHelps, 2025).
For charities, this surge is more than a statistic. It reflects thousands of new relationships, renewed connections with loyal supporters, and momentum that can carry through the entire year-end season. On December 2, 2025, the same opportunity will be in front of you. The question is whether your organization will be ready to capture it.
Phase 1: Lock in your “Why Now” moment
Every GivingTuesday campaign needs a hook that makes giving urgent on that day.
Examples:
- A one-day match from a corporate partner
- A goal tied to a specific outcome, such as funding 300 winter kits by midnight
- A challenge from a major donor who will only give if the goal is reached before the day ends
Avoid vague “help our cause” language. Tie the urgency to something donors can picture happening immediately because of their gift.
Phase 2: Create a pre-game buzz
The campaigns that stand out on GivingTuesday are already in people’s minds before the morning arrives. Build anticipation:
- Share short “something big is coming” videos in the week leading up
- Ask your most engaged supporters to commit to making the first gifts when the campaign launches
- Send a “mark your calendar” email one week out with the specific goal and impact statement
Example: A food bank posts a series of 10-second “countdown” videos showing empty shelves being stocked one box at a time as the date approaches.
Phase 3: Turn your audience into your campaigners
Instead of just asking people to give, invite them to be part of the movement.
- Provide a simple “Share the Giving” kit with ready-to-use posts and graphics
- Give them a hashtag and ask them to post why they give, tagging your account
- Recognize and thank people publicly for sharing
Example: A youth mental health nonprofit encourages supporters to post a photo wearing their campaign colour with the caption “I give because…” and tags three friends to join in.
Phase 4: Make the day feel alive
GivingTuesday campaigns work because it feels like an event. Create that energy:
- Post live updates every couple of hours, showing progress toward your goal
- Share mini impact stories that connect directly to donations coming in
- Go live for short bursts on Instagram or Facebook to thank donors in real time
- Use your email list for morning, midday, and evening sends with fresh updates each time
Example: A community arts organization streams a “behind the scenes” tour of its rehearsal space each time it hits a milestone, with a staff member explaining what the funds will allow them to do next.
Phase 5: Celebrate and carry momentum forward
What happens after the day matters as much as what happens during it.
- Thank every donor within 48 hours, ideally with a personal touch like a video from staff or beneficiaries
- Post a short recap video showing the total raised and what it will accomplish
- Connect the GivingTuesday campaign outcome to your year-end campaign so the story continues
Example: A homeless shelter sends donors a thank-you email with a photo of the first meals purchased using GivingTuesday funds, then invites them to join the organization’s monthly giving program to sustain that impact year-round.
Inspiration bank for GivingTuesday 2025
- First-gift spotlight: Share names (with permission) of first-time donors during the day to encourage more new supporters
- Goal reveal mid-day: Announce a stretch goal once you hit the original target to keep momentum going
- Impact meter: Use a visual, such as a wall of donor names or a growing image tied to your cause, to show collective progress
- Behind-the-scenes takeover: Let a volunteer, program staff member, or beneficiary run your Instagram Stories for part of the day
- Countdown challenge: In the last three hours, post hourly updates encouraging people to help hit a “final 50 gifts” or “final $5,000” target
The real opportunity
GivingTuesday is not just about what happens between 12:01 a.m. and 11:59 p.m. It is about using the momentum of one day to build relationships, spark conversations, and set the tone for the rest of your giving season.
If your organization wants a GivingTuesday campaign that cuts through the noise and integrates seamlessly into your year-end strategy, Anchor Marketing can help. We create campaigns that inspire action, engage donors, and deliver measurable results. Contact us to start planning.