Ah, Giving Tuesday! A day when generosity is in the air (and all over social media). A day when people around the world come together to give back. A day designed for your organization to engage with donors and bring in current gifts. Luckily, the spirit of giving doesn’t have to be limited to cash donations. Let’s examine ways your planned giving team can use Giving Tuesday (December 3) as a powerful platform to promote thoughtful future contributions and build lasting relationships.
1. Inspire Donors with Stories
One of the most effective ways to connect with potential donors is by sharing stories. People want to understand the importance of donations to your mission and see the real-world impact of their support, both now and in the future.
On Giving Tuesday, feature individuals whose lives have been positively impacted by your organization’s work. Highlight how planned gifts have led to long-term change. A compelling narrative about a scholarship recipient, a community revitalization project, or a successful conservation initiative can resonate deeply.
Consider creating a dedicated section on your website or social media platforms to spotlight these stories. (If your website isn’t already optimized to attract and inform donors interested in planned giving, check out our effective and affordable planned giving website product.)
2. Increase Connection with Visuals
They say a picture is worth a thousand words. Whether you’re connecting with donors on social media, by email, or on your website, make sure your Giving Tuesday message is accompanied by a strong photo, an infographic, or a short video that brings your message to life. You can use visuals to:
• Make an immediate emotional connection
• Showcase the work your organization has been doing
• Highlight the need for stability and long-term support
• Explain planned giving or various types of planned gifts in simple terms
If you’re sharing your message on social media, don’t forget to utilize hashtags like #GivingTuesday and #PlannedGiving to reach a broader audience.
3. Target Groups with Tailored Messaging
If you have put time into analyzing your donor database, you may have already segmented email lists based on giving history, demographics, or connection to your organization. This in-depth understanding of your donors lets you craft specific messages for various groups of people. You might consider creating targeted emails directed toward:
• Legacy society members
• Donors age 60 and older
• Those with a personal connection to the organization (alumni, volunteers, board members, etc.)
• Those who have shown interest in a particular program or area of your work
4. Engage Supporters with a Challenge
Planned gifts take time. Often, donors make a planned gift only after years (or decades) of patient messaging from your organization. You may not be able to utilize the same kinds of challenges the annual giving team creates, but there are certainly fun ways to engage supporters on Giving Tuesday. Be creative! Consider ideas such as:
• A short planned giving quiz with a prize for a perfect score (and a free Will and Estate Planning Guide for all participants)
• A raffle where supporters secure an entry by sharing their personal connection with your organization and why they have made (or intend to make) a planned gift to sustain your work in the future
5. Thank Participants with a Personal Touch
If your team implements a Giving Tuesday campaign, take the time to thank the supporters who engage with you. Whether they reply to an email, comment on social media, share their own stories, or request additional information, follow up with a personal note or email. This is a great time to:
• Reinforce how they can make a significant difference with a future gift
• Offer additional resources, such as guides on planned giving options, upcoming events where they can learn more, a subscription to your planned giving newsletter, or a confidential discussion with someone on the planned giving team to explore giving options that might fit well with their existing financial plans and goals
This type of outreach can foster a deeper relationship, encourage future conversations about legacy gifts, and keep your organization’s mission on their minds.
Conclusion
Giving Tuesday is a fantastic opportunity to showcase the impact of philanthropy—not just for immediate gifts but for planned gifts that support and sustain your work well into the future. With a thoughtful, creative approach, you can encourage donors to consider leaving a lasting legacy and show them how they can make a difference for generations to come!
