How Many Ingredients Go Into Your EOY Recipe? | npENGAGE

How Many Ingredients Go Into Your EOY Recipe?

By on Oct 22, 2014


I get this question a lot from my clients when they’re planning their end of year campaign, “What about Giving Tuesday? How do we incorporate that into EOY?” I imagine this is asked as someone is either pulling their hair out in frustration or taking another sip from their 3rd cup of coffee.

I think there are several ways to handle it. Below are just a few ideas.

#1 It’s All About the Thank You

Use it as a stewardship day: “On Giving Tuesday, we are giving back to YOU and sharing stories all day of how your support, advocacy and involvement has changed lives here at ABC organization”.

Send 1-2 emails, one in the AM and one in the PM, post on social media several times throughout the day (usually this isn’t recommended, but for special events, audiences expect the behavior), update your website, guest blog with a local corp or civic supporter, have staff and leadership volunteers do a thank-a-thon in the office, etc.

#2 Run a Mini, 24 Hour Challenge Campaign

Secure a small major gift, maybe $5,000 or $10,000 and send an email the day before asking people to save the date. Then, on Giving Tuesday, send a couple of emails asking for matching gifts. The key is promoting that only gifts made that day (by 11:59 pm!) will be matched. Be sure to promote on your website and heavily on social media. I would also create a dedicated donation form for this event so you can change the content on the form to reflect the CTA, and so the autoresponders focus specifically on the Giving Tuesday gifts.

#3 Solicit for Volunteers

If your organization is heavily involved with volunteer projects (and can always use more), why not run a campaign asking people to give their time & talent for Giving Tuesday? If you are a Luminate customer, you can use the survey tool to collect sign-ups. Remember that with any good campaign it should be promoted and run across channels.

#4 Use Giving Tuesday as the Kickoff for Your EOY Campaign

Don’t treat it as a separate giving opportunity, just wrap it into your overall time line and strategy.

I’d love to hear from YOU! What are you doing or maybe not doing for Giving Tuesday?

Need help? Ideas?

Check out these Giving Tuesday and End of Year Fundraising Resources:

Giving Tuesday Blog Image 2014


Danielle Johnson-Vermenton, CFRE, is the Director, Nonprofit Strategy at PMX Agency and is often called to present at events like Digital Leap, AFP Planet Philanthropy and BBCON.  Prior to PMX Agency, Danielle worked in nonprofit technology at Blackbaud for 7 years and for 13 years with boots on the ground in roles such as director of individual giving at Boys & Girls Clubs, leadership giving manager at the Red Cross and director of development at HUGS for Kids. Danielle’s passion is inspiring nonprofits to have a plan for today with a grand vision for tomorrow. You can follow Danielle @DJVermenton and on Facebook at

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