Each November, fundraisers debate whether Giving Tuesday is still worth the effort. Inboxes overflow, ad costs rise, and results can look inconsistent. But Avid’s data tells a different story.
But when you look at the data, that perception doesn’t hold up.
As Nathan Hill, VP of Training at Avid, explained during our Prepping for Year-End Fundraising webinar, the trend line is clear:
“Giving Tuesday is still effective for acquisition… The numbers are hard to argue with because they continue to grow year over year. By and large, Giving Tuesday is growing every year in terms of how many new donors it’s able to bring in.”
In other words, while many organizations are stepping back, the ones staying in the game are acquiring more new donors than ever.
The Myth of “Giving Tuesday Fatigue”
It’s easy to assume that a crowded day must be a declining one. But Avid’s multi-year benchmark data tells a different story:
- +233% new donors in 2020 vs. 2019
- +15% growth in 2022
- +21% growth in 2023
- +15% growth in 2024
Those increases are compounding—each year’s growth adds to the previous one. For many nonprofits, that single day continues to outperform every other for donor acquisition volume and efficiency.
The idea that donors are “tired” of Giving Tuesday doesn’t hold up under scrutiny. What’s actually happening is that donor attention has consolidated around a few proven moments, and this remains one of them.
Why Giving Tuesday Still Works
So why does the day keep growing while other fundraising moments plateau?
1. It’s Collective, Not Competitive
Giving Tuesday creates a shared moment of generosity. Donors don’t experience it as a marketing campaign—they see it as a movement. That collective energy still motivates action.
2. It Benefits from Built-In Amplification
Social platforms, influences, employers, and more all promote Giving Tuesday activity. These external signals amplify your message without extra ad spend.
3. It Offers a Natural First Step for New Donors
Because the day is public and widely recognized, it lowers the psychological barrier to give. Donors who may not respond to a single-organization appeal feel comfortable joining a global event.
How Smart Fundraisers Use Giving Tuesday as a Compounding Growth Engine
The data is clear: Giving Tuesday drives the largest influx of new donors during the year-end season. The question isn’t whether to participate—it’s what to do next.
Nathan’s data confirms Giving Tuesday’s continued strength as an acquisition event. Alyssa Boger, EVP of Client Experience at Allegiance Group + Pursuant, added another layer: how to turn that acquisition into lasting engagement through smart sequencing.
“We’re seeing more success in front-loading acquisition in the fall… leverage September, October, November to drive acquisition. Those new donors are then more likely to give a second gift in that year-end timeframe, especially if you have a match or challenge.”
That insight reframes the role of Giving Tuesday. Giving Tuesday is both a high-performing acquisition day and a strategic pivot point within the broader fall fundraising season.
When you acquire new donors on Giving Tuesday, you have the rest of December to re-engage them while enthusiasm is high. That second touch—the year-end gift—is what turns Giving Tuesday from a one-day spike into a compounding growth engine.
How to Make the Most of the Noise
Standing out on a crowded day doesn’t require bigger budgets or louder creative. It requires thoughtful preparation and disciplined follow-up.
Here’s what consistently drives results in Avid’s benchmark data:
1. Prepare Donors Ahead of Time
Begin reminding your list about your participation a week early. Clarity and repetition build recognition—so when the day arrives, your supporters already know what to expect.
2. Keep Messaging Simple and Personal
Avoid overdesigned templates or abstract slogans. Short, human appeals perform better when donors are skimming through dozens of messages.
3. Follow Up Quickly and Authentically
A first thank-you followed by a specific update within a week can double the likelihood of a second gift before year-end. Use December to deepen that connection with a matching offer or a mission milestone.
4. Track the Real Results Behind Your Giving Tuesday Effort
Giving Tuesday keeps growing, but many teams miss just how strong it is because they’re only looking at one report or one channel. Some gifts come through your website, others through social or email, and each platform counts them differently.
With unified data, you can see the full picture—how many new donors actually gave that day and how their giving compares to the rest of the season.
That clarity helps you defend the investment and refine next year’s plan with confidence.
Avid can help with that.
Avid’s unified data tools make that visibility automatic, so your results reflect what’s truly happening across every channel.
Turn One Day into Year-End Momentum with Avid
Avid makes it easier to connect Giving Tuesday to the rest of your year-end plan:
- Fundraising Intelligence identifies new Giving Tuesday donors most likely to give again before year-end.
- Playbooks automate the post-Giving Tuesday sequence—thank-you, update, and reactivation flows—so no opportunity slips through the cracks.
- Matchback Analysis reveals where those donors actually converted, giving you a clear view of each channel’s influence.
Instead of treating Giving Tuesday as an isolated campaign, Avid helps you integrate it into a continuous donor journey—from first gift to lasting relationship.
Turn One Day Into a Year-End Advantage
Giving Tuesday isn’t losing power—it’s becoming more strategic.
The nonprofits that keep winning with it aren’t chasing a trend. They’re using it as the launchpad for stronger year-end performance—acquiring donors efficiently, following up fast, and keeping momentum through December 31.
See how to plan and sequence those campaigns with the AI-Powered Campaign Playbook for Year-End—built from data across 130+ nonprofits.
