Why Giving Tuesday Isn’t Working Anymore
A few years ago, I decided to spend Giving Tuesday doing what the day was made for: giving. I donated to 25 carefully selected nonprofits in my local area and beyond. There were difficulties — some donations pages were so complicated that I could not figure out how to submit my payment. Others were riddled with typos and missions statements out of date. Some did not have a giving button at all!
Out of those 25 nonprofits, only TWO reached out to me afterwards. One was the only one to thank me personally and share how my donation would make an impact. The other was the ED messaging me saying she didn’t recognize my name, assumed my donation was a mistake, and wanted to refund me. The remaining 23 send either generic, automates responses, or offered no acknowledgement at all.
Needless to say, the following year, I donated to just one organization.
Over the past few years, it’s clear my experience is not unique. As a director of digital marketing over the past decade, I have worked on countless Giving Tuesday campaigns since it’s origin, and partnered with many nonprofits — some remarkable, some very disappointing. I’ve seen organizations driven by genuine compassion, and others marred by mismanagements, misogyny, and even fraud. It’s a hard truth to put out there, but it’s one that explains a lot about the growing distrust between nonprofits and the communities they claim to serve.
For years, “nonprofit” was synonymous with “good.” The assumption was that if an organization had 501(c)(3) status, it must be doing the right thing. But the past decade has shown us otherwise. Scandals, lack of transparency, and poor donor communication have left many supporters questioning whether their money is truly making a difference, or simply keeping the lights on in an inefficient, outdated system.
The good news is that rebuilding trust is entirely possible! I do not believe that a nonprofit needs a Giving Tuesday campaign in order to raise money or finish the end of the year strong. If you have the ability and staff to run one, that’s fantastic! But it must be more meaningful than a single December post begging for donations. A successful nonprofit communicates why funding is needed, how those funds will be used, and how the community will benefit as a result. Show tangible results of support — people want genuine communication. They want to give! But you need to give them a reason.
If your donation page hasn’t been updated since 2022, I assume you don’t actually want my support! If you can’t clearly explain where funds go, I worry they’re disappearing into administrative pockets. And if I never receive a thank you message after giving, I likely won’t give again. Trust is the most valuable currency any nonprofit has, and once it’s gone, no amount of marketing can buy it back.
I did not share this in 2021 because, as a nonprofit executive, I did not want to shame the nonprofit industry. I genuinely believed a successful Giving Tuesday campaign was obvious to all — and people just didn’t have the staff or energy to do it. Recently I worked with a nonprofit who asked me to help them grow their donations, as they had not recieved any in some time. I looked on their website and saw there had been several donations that were sitting in their Paypal account, and I asked what they were doing with those funds. Blank eyes stared back at me. They had no idea they had a Paypal account, or that money had been sitting in there for years. '“What’s Giving Tuesday?” one board member asked me.
Three Essentials for a Successful Giving Tuesday (and Year-Round Fundraising)
1. A Clear, Year-Round Narrative, Not a One-Day Campaign
A strong Giving Tuesday campaign is built throughout the year. Nonprofits should regularly communicate their mission, their needs, and the impact of their work so donors already understand the story when Giving Tuesday arrives.
2. A Clean, Updated Donation Page That Builds Confidence
Your donation page should be current, easy to use, and transparent. It needs to clearly state your mission, show how funds are used, and make the giving process simple. Outdated or unclear information instantly damages trust (double check mobile view!!).
3. A Timely, Genuine Thank-You Process That Builds Relationships
Every donation should be followed by a personal, prompt thank-you. Gratitude and impact updates help donors feel valued and connected, turning one-time supporters into long-term partners.
Over the last few years, I’ve donated to that one nonprofit where the Director of Development reached out to me after that donation. He’s since been promoted to Executive Director — I’m glad to see he’s been noticed for his achievements. I will continue to be a long-term donor and champion their success.
Giving Tuesday isn’t what it was back in 2012, and it’s not a requirement to run a campaign in order for your nonprofit to be successful. But in a time where trust in nonprofits is fading fast, if you’re going to do it, you need to do it well. It will make all the difference between losing donors and earning lasting, life-long support.
