Planning for Giving Tuesday 2024: A Step-by-Step Guide for Charities in Ireland

30 Sept

As we enter the final months of 2024, charities and not-for-profit organisations around the world are once again putting their plans in place for Giving Tuesday, which will take place on December 3rd.

Giving Tuesday began as a grassroots initiative in the U.S. and has since grown into a global movement, creating an annual moment where generosity is celebrated and mobilised. This day represents a powerful opportunity for not-for-profits in Ireland to connect with supporters, raise funds, and share the transformative impact of their work.

To ensure your organisation is ready to make the most of Giving Tuesday 2024, we’ve put together a simple roadmap to help guide your planning:

Step 1: Start with the "Why"

Start your campaign by setting clear and meaningful goals. Remember that Giving Tuesday is more than just a 24-hour event, so think of it as part of your wider year-end campaign. Instead of focusing solely on short-term fundraising targets, ask yourself: What is the long-term impact we want to achieve, and what does success look like? Ground your campaign goals in your organisation’s purpose, ensuring they align with your mission and resonate with your supporters – this will inspire your audience to rally behind a shared vision for lasting impact.

Step 2: Amplify Your Message with Storytelling

A great campaign stands out through its stories. People are motivated by both their hearts and their heads, and it’s important that the stories you tell connect with both. Show the personal journeys of the people your cause supports, and feature stories from donors or volunteers who explain why they care about your cause. Aim to blend these compelling, emotional stories that are backed up with concrete data to show the tangible impact of your work. Real stories of impact resonate much more than numbers alone, and they remind people of the humanity at the heart of your work.

Step 3: Build a Holistic Campaign Strategy

A successful Giving Tuesday campaign isn't just about the day itself. It’s about creating momentum that will bring supporters on a journey with you. Rather than just posting something on your socials on the day, plan ahead and design a campaign that engages your audience through multiple touchpoints over time. Consider:

Theme & Messaging: Ensure your Giving Tuesday theme reflects your organisation’s core mission while addressing timely issues that resonate with your audience. Focus on what matters most to your supporters at this moment and show how their contributions can make a real impact.

Digital Presence: Make sure that your website is optimised for mobile devices and that your donation process is as streamlined as possible. If you have the resources, you might consider creating a dedicated Giving Tuesday landing page on your website – or even a short blog post or website banner letting people know how they can get involved.

Content Planning: Develop a pre-campaign content calendar, including emails, social media posts and blogs, to build anticipation leading up to Giving Tuesday. Make sure that your existing supporters know what you are planning - provide them with resources and tools to help spread the word and become ambassadors for your Giving Tuesday campaign. Equip them with easy-to-share tools like branded graphics, pre-written social media posts, and quick donation links. Encourage them to spread the word on their own platforms and networks. When your supporters feel like they’re part of the mission, they’re more likely to get others involved.

Step 4: Connect with the Broader Giving Tuesday Movement

Leverage the larger conversation around Giving Tuesday by engaging with Giving Tuesday Ireland, powered by our friends at Charities Institute Ireland. Tag them in social media posts and use relevant hashtags to tap into a national and global audience. By aligning with the broader movement, you’ll gain more visibility and potentially attract supporters who haven’t yet connected with your charity. They also have an incredibly helpful and detailed toolkit, resources and inspiration to support you, designed specifically with the Irish context in mind. Be sure to engage with Giving Tuesday Ireland throughout your planning process - get in touch at info@charitiesinstitute.ie at any time to share your plans or ask any questions.

Step 5: Think Beyond Giving Tuesday

Rather than viewing Giving Tuesday as a single day of giving, treat it as a launchpad for a sustained relationship. Be sure to follow up with everyone who contributed to thank them and share the immediate impact of their donation. Build on the momentum you’ve created by encouraging any new donors to engage with your cause over the long term. Invite them to join ongoing programmes, consider monthly giving, or get involved in other ways. Offering meaningful ways to stay connected after Giving Tuesday can help turn one-time contributions into lasting commitments. Ensure your donor stewardship plans are strong, with timely follow-ups, personalised thank-yous, and updates on the impact of their gifts. This approach will foster deeper relationships and set your organisation up for long-term impact.

Step 6: Gratitude Matters More Than Ever

At a time of year when donors may feel more financially stretched than usual, a heartfelt thank you can go a long way. Ensure that thank-yous are personalised and specific. Whether through sharing an email, handwritten note, or a short video, show donors how they are making a difference. A timely and genuine expression of gratitude is crucial for future engagement.

Step 8: Celebrate All Forms of Generosity

People give in different ways, and while Giving Tuesday tends to focus on financial giving, don’t forget to engage and acknowledge the people who support your work by giving their time, energy, and other resources. Volunteers, advocates, and those who contribute goods or services are crucial to your success. Take the time to acknowledge their efforts, whether it’s through a thank-you, a public shoutout, or a small gesture of appreciation. Recognising these invaluable contributions not only strengthens your community but also reminds everyone that generosity comes in many forms—and every bit of it matters.

Step 9: Reflect and Refine

Once Giving Tuesday is over, take time to review the results. What worked? What didn’t? This year, go beyond just tracking the amount raised—examine metrics like website traffic, new donor sign-ups, email open rates, and social media engagement. These insights will help you improve not just for the next Giving Tuesday, but for future campaigns throughout 2025.

From all the team at OKC, we wish you the best of luck with your Giving Tuesday campaign!

We’re here to support your fundraising efforts and enable philanthropic impact on Giving Tuesday and beyond - check out our services to find out more about how we can work together.

And remember that Giving Tuesday is not just about fundraising; it's an opportunity to connect with your community, raise awareness about your cause, and inspire lasting support. With a thoughtful, purpose-driven approach, you can inspire people to support your cause beyond December 3rd.

P.S. Not a charity, but still want to get involved in Giving Tuesday? Giving Tuesday Ireland has helpful toolkits for businesses and individuals and community groups too!

Sarah Jordan