Email is one of the most effective ways to drive online donations. That’s why we’ve created twelve email templates for you to use this Giving Tuesday.
“Email drives ⅓ of online fundraising revenue.”
– Nonprofit Source
Below we have provided emails for your existing donor base, a new donor base generated specifically for Giving Tuesday, and your board or team. Starting chronologically, you will find emails leading up to Giving Tuesday, during the day of the event, and through the following week.
First, it’s important to set yourself up for success by defining your list segments and creating a visually appealing template to use for each email.
Separating Your Giving Tuesday Email Lists
A New Donor Base
Giving Tuesday draws in different donors than everyday giving does. It’s meant to take back the spirit of consumerism during the holidays and replace it with one of giving. This means that people who don’t normally give are more inclined to give on Giving Tuesday than they would be any other time of the year. After all, they can #hashtag it and make themselves look socially responsible on Twitter.
To build a segment of Giving Tuesday leads in your email newsletter list, create a landing page specifically for your Giving Tuesday campaign. Instead of a donation form, use an email signup for people to be reminded about Giving Tuesday.
You can use our Giving Tuesday landing page templates to get you started with the Gutenberg editor or use MailChimp’s free landing page builder. We find that it’s best to include your cause information and have control over the page, so building your own landing page on your website is the best practice.
Once you have a way to capture emails and create a segment in your list specifically for Giving Tuesday, create an automated welcome email. This will serve as the starting point for your Giving Tuesday email campaign for this audience.
Existing Donor Base and Newsletter Subscribers
Your existing donor base and regular newsletter subscribers are a powerful tool for your Giving Tuesday campaign. They already believe in your cause. Some of them are actively supporting it on a regular basis.
Use this audience to generate awareness of your Giving Tuesday campaign. They might feel inclined to give as well, but you can use Giving Tuesday to inspire them to get others involved. Ask them to share your campaign using the landing page link you create to generate a Giving Tuesday leads segment.
Start your Giving Tuesday campaign for this audience with a save the date email. Be clear about how much you appreciate their support and what Giving Tuesday means to your organization.
Tip:
Segment your donors based on how they have given in the past, the amount given, or how they engage with your cause.
Board Members and Team
Your team and your board members are often overlooked when it comes to campaigning for Giving Tuesday. But just as you would any other project as big as a Giving Tuesday campaign, you need group buy-in. You need backup.
Creating a Giving Tuesday email flow for your Board will inform them about your immense effort to increase donation levels and why Giving Tuesday matters. It will also open the door for them to spread the word themselves, increasing the chances you’ll meet your overall goals for the day.
Your Giving Tuesday email campaign for your board and team should also begin with a save the date email. Instead of telling donors why they should give, you’re telling your team and your board why they should care and how they can help.
Building Out Your Template
After you define who you’ll send emails to, the next step is to create an appealing template.
Keep in mind that while these are all of our templates below are written in plain text, you can adapt them to a beautiful HTML template easily as well. Here’s an example:
If your email marketing platform doesn’t have an HTML builder, you can create a well-designed HTML email using a free builder like Stripo or BeeFree.io.
Make sure you use rich imagery if you choose to include visuals in your emails. You can also download any of the Giving Tuesday Logo Resources to adapt for your own purposes (as long as you abide by the terms of use).
Giving Tuesday Logos
In the end, you simply want your emails to attract donors to your campaign and call attention to this special day of giving.
12 Email Templates for Giving Tuesday
Now that we’ve covered who and why you’re sending all these emails as well as created a visual template, here are 12 email templates for Giving Tuesday.
- Who: Giving Tuesday Leads
When: Immediately After Registration
Subject: Get Ready for Giving Tuesday
Preview Text: Here’s what we have planned.
Purpose: Inform your new donor lead what your goals are for Giving Tuesday and how they can help spread the word about your campaign.
Dear [First Name],
Thanks for pledging to help us with our goal to raise [state campaign goals] this Giving Tuesday. We appreciate your support and we’re excited for this year’s day of giving.
With your help, we’ll raise the funds we need to [describe in a few sentences what your Giving Tuesday funds will be used for].
Giving Tuesday is important for our organization because it gives us the opportunity to boost our effort to [short statement of cause mission]. Here are a few ways you can help [name of organization] this year on Giving Tuesday.
- Donate to the campaign and help us reach our goal.
- Spread the word about our campaign[link to your campaign landing page] and tell your friends.
- Follow us on our social media channels.
-
- [List and link to profiles]
- [List and link to profiles]
Mark the date in your calendar and don’t forget to share your enthusiasm for [your cause]! We’ll send you one more email before [Date of Giving Tuesday] as a reminder.
Thank you for your support.
[Signature]
- Who: Newsletter Subscribers + Donors
When: At least two weeks before Giving Tuesday
Subject: Will you join us?
Preview Text: Let’s make an impact on Giving Tuesday
Purpose: Announce your Giving Tuesday campaign to your donor base and newsletter subscribers. Let them know why the day is important and your goals for the campaign.
Dear [First Name],
First, we want to thank you for supporting [name of organization]. Your passion for [short statement of cause mission] has truly made a difference.
In an effort to further boost our mission and increase our overall contribution to [cause], we’re embracing Giving Tuesday.
Giving Tuesday is a global movement meant to counteract the spirit of consumerism over the holidays with a day dedicated to giving. This year it’s on [Date of Giving Tuesday].
This Giving Tuesday, we’re asking you to go even further and help us achieve our goal to [state campaign goals].
Here are a few ways you can help.
- Spread the word about our campaign[link to your campaign landing page]. Send emails to your contacts. Tell
your family and friends.
- Make sure you’re following us on our social media channels.
- [List and link to profiles]
- [List and link to profiles]
- Tag us in things you post about Giving Tuesday and use #GivingTuesday.
- Give a little extra to our campaign this Giving Tuesday!
Mark the date in your calendar! Giving Tuesday is [Date of Giving Tuesday].
Sincerely,
[Signature]
- Who: Board Members + Team
When: At least two weeks before Giving Tuesday
Subject: Save the date for our big Giving Tuesday Campaign
Preview Text: You can help us succeed this Giving Tuesday.
Purpose: Inform the board and your team about Giving Tuesday and explain how they can help as well as
why it matters.If you participated in Giving Tuesday last year.
Dear [First Name],
As we strive to [short statement of cause mission], we look to Giving Tuesday as an opportunity to generate more
awareness and overall donation income for [name of organization].
Giving Tuesday is growing as a global movement. Last year on Giving Tuesday, over $400 million
dollars were raised, including $3.5 million donated online. Its benefits to our cause are immense.
Last year on Giving Tuesday we raised [summarize results of last year’s Giving Tuesday campaign].
This year our goal is to [state Giving Tuesday campaign goals].
We need everyone’s help to get us there. Here’s how you can help us kick off our first Giving Tuesday Campaign:
- Spread the word about our campaign[link to your campaign landing page]. Send emails to your contacts. Tell
your family and friends.
- Make sure you’re following us on our social media channels.
- [List and link to profiles]
- [List and link to profiles]
- Tag us in things you post about Giving Tuesday and use #GivingTuesday.
Let’s make this year even better than last year.
Sincerely,
[Signature]
If you have never participated in Giving Tuesday.
Dear [First Name],
As we strive to [short statement of cause mission], we look to Giving Tuesday as an opportunity to generate more awareness and overall donation income for [name of organization].
Giving Tuesday is a global movement that falls on the Tuesday after Thanksgiving every year [change to different date if your country has a different Giving Tuesday date].
“#GivingTuesday connects diverse groups of individuals, communities and organizations around the world for one common purpose: to celebrate and encourage giving.”
– GivingTuesdsay.org
Giving Tuesday is growing as a global movement. Last year on Giving Tuesday, over $400 million dollars were raised, including $3.5 million donated online. Its benefits to our cause are immense.
Our mission to [describe how Giving Tuesday would benefit your organization in a few sentences]. Our goal is to [state Giving Tuesday campaign goals].
We need everyone’s help to get us there. Here’s how you can help us kick off our first Giving Tuesday Campaign:
- Spread the word about our campaign[link to your campaign landing page]. Send emails to your contacts. Tell your family and friends.
- Make sure you’re following us on our social media channels.
- [List and link to profiles]
- [List and link to profiles]
- Tag us in things you post about Giving Tuesday and use #GivingTuesday.
Let’s enter the Giving Tuesday movement with a successful campaign.
Sincerely,
[Signature]
- Who: Newsletter Subscribers + Donors
When: One week before Giving Tuesday
Subject: Giving Tuesday is just one week away.
Preview Text: Here’s how we’re using our Giving Tuesday funds.
Purpose: Inform your potential donors about your specific Giving Tuesday plans and remind them to share your cause on social media and with their social circles.
Hi [First Name],
Join us in the spirit of giving next week. After Black Friday and Cyber Monday, we’ll be celebrating Giving Tuesday.
This year on the global day of giving, we’re raising [state Giving Tuesday campaign goal]. That money will be used to [briefly describe what your Giving Tuesday funds will be used for].
Ways you can get ready for Giving Tuesday:
- Share our Giving Tuesday campaign with your family and friends. Invite them to join the cause, too.
- Follow us on [social profile with link] and [social profile with link].
- Set a reminder in your calendar to donate on [Date of Giving Tuesday].
One week left. Let’s make this a historic day of giving!
- Who: Board Members + Team
When: One week before Giving Tuesday
Subject: Help [name of organization] reach our Giving Tuesday goal.
Preview Text: As a part of this team, you can help us spread the word.
Purpose: Remind your board and team to spread the word about your cause beforehand and promote it to potential donors on the day of Giving Tuesday.
Dear [First Name],
Please don’t forget to join us in the spirit of giving next week. After Black Friday and Cyber Monday, we’re celebrating Giving Tuesday.
This year on the global day of giving, we’re raising [state Giving Tuesday campaign goal]. That money will be used to [briefly describe what your Giving Tuesday funds will be used for].
Ways our team can get ready for Giving Tuesday:
- Share our Giving Tuesday campaign[link to your Giving Tuesday campaign landing page] with your family and friends. Invite them to join the cause, too.
- Follow us on [social profile with link] and [social profile with link].
- Set a reminder in your calendar to be active on social media on [Date of Giving Tuesday].
There’s only one week left. We’re ready to make this a historic day of giving for [name of organization].
- Who: Giving Tuesday Leads + Newsletter Subscribers + Donors
When: Cyber Monday
Subject: What’s after Cyber Monday? Giving Tuesday.
Preview Text: Tomorrow’s the day we’ve all been waiting for.
Purpose: Remind every possible donor that the day to give is tomorrow.
Hi again [First Name],
I hope you got all your orders in before everything was sold out for Cyber Monday. It’s almost time to spread the spirit of giving on Giving Tuesday. Tomorrow is the day we’ve all been waiting for.
We’re dedicating Giving Tuesday to [briefly describe what your Giving Tuesday funds will be used for].
Make sure all your friends get a chance to join the movement by sharing our Giving Tuesday campaign information[link to your Giving Tuesday landing page].
Rest up tonight! Tomorrow is going to be a whirlwind of giving.
- Who: Board Members + Team
When: Giving Tuesday morning
Subject: Rise and shine! Happy Giving Tuesday!
Preview Text: The day of giving is finally here.
Purpose: Entice Board Members & Team to promote your Giving Tuesday campaign.
Good morning [First Name]!
Happy Giving Tuesday! Please help us reach our goal to [state Giving Tuesday campaign goal].
As a member of the [name of organization] team, you can help us by spreading the word about our campaign.
Visit the donation page here[Link to your Giving Tuesday donation form] and share it with your friends and family!
We only have 24 hours to reach our goal. Will you help us?
- Who: Giving Tuesday Leads + Newsletter Subscribers + Donors
When: Giving Tuesday morning
Subject: Rise and shine! Happy Giving Tuesday!
Preview Text: The day of giving is finally here.
Purpose: Get people to donate immediately.
Good morning [First Name]!
Happy Giving Tuesday! Please help us reach our goal to [state Giving Tuesday campaign goal]. All of these funds are going toward [briefly describe what your Giving Tuesday funds will be used for].
You can donate now here [Link to your Giving Tuesday donation form]. Share the link with your family and friends to spread the word.
We only have 24 hours to reach our goal. Will you help us?
- Who: Giving Tuesday Leads + Newsletter Subscribers + Donors
When: Afternoon on Giving Tuesday
Subject: We need your help!
Preview Text: Giving Tuesday is going well so far, but we can do better.
Purpose: Remind people who may have forgotten or didn’t open the morning email.
Hey [First Name],
Thanks to [number of donors], we’ve reached [progress toward goal]. But it’s not over yet!
We need your help to get that last [amount needed to reach goal] in order to [briefly state what your Giving Tuesday funds will be used for].
Are you in?
Donate now[Link to your Giving Tuesday donation form] and share this link with your friends.
- Who: Giving Tuesday Leads + Newsletter Subscribers + Donors
When: Evening of Giving Tuesday
Subject: A few hours left to push us over the finish line.
Preview Text: Giving Tuesday is almost over, but we aren’t done yet.
Purpose: Last call for donations and sharing of your campaign.
[First Name],
There’s only a few hours left to reach [goal amount] so we can [briefly state what your Giving Tuesday funds will be used for].
Will you help push us over the finish line?
Donate now[Link to your Giving Tuesday donation form] and invite your friends to contribute to the cause.
- Who: Giving Tuesday Donors
When: Immediately after donating
Subject: Your donation to [name of organization] is much appreciated.
Preview Text: Make sure you tell the world what you did!
Purpose: Thank donors and ask them to share their donation contribution so others hear about the cause.
Dear [First Name],
Your donation to our Giving Tuesday campaign is truly appreciated. With these funds we’ll be able to [briefly describe what your Giving Tuesday funds will be used for].
There’s one more step you can take to help us reach our goal today! Share your contribution with your friends and ask them to give with you.
We hope to see you next time. Make sure you follow our social media channels to stay in the loop.
Thank you,
[Signature]
- Who: Giving Tuesday Leads + Newsletter Subscribers + Donors + Team + Board
When: The day after Giving Tuesday
Subject: We owe yesterday’s success to you!
Preview Text: Thanks to you, Giving Tuesday was a success.
Purpose: Inform everyone what happened, if you reached your goal, and to save the date for next year.
Hi [First Name],
Yesterday was a historic day of giving for [name of organization]. Thanks to you, we raised [amount raised] to [briefly describe what your Giving Tuesday funds will be used for].
We couldn’t have done it without you, so thank you.
We’re already looking forward to next year! Save the date. Giving Tuesday 2020 is on [Date of Giving Tuesday] [replace with your country’s Giving Tuesday date].
See you next year!
The important thing is to communicate your Giving Tuesday campaign as thoroughly as possible to get the word out. Email is one of the most effective ways to get people involved.
These templates are just the tip of the iceberg. We’ve also created a comprehensive 75-page strategy workbook. Use it to plan and execute your campaign from start to finish.
This article was last updated July 26, 2022.
