Black Friday marks the start of one of the busiest shopping weekends of the year. People are searching for deals, filling online carts, and preparing for Christmas. However, for nonprofits, this weekend represents something far more significant: the countdown to Giving Tuesday, a global movement that shifts the spotlight from consumerism to compassion.
At Dogwood, we’re honored to work with mission-driven organizations—including partners like the WMU Foundation, who use Giving Tuesday not only to raise funds but also to inspire generosity and advance their ministries around the world. Whether your organization serves families, supports missions, feeds communities, or strengthens local ministries, Giving Tuesday is your opportunity to rally support and close out the year strong.
Here’s why this weekend matters—and how your organization can maximize the momentum.
Black Friday Weekend Is When Supporters Are Most Active Online
While the world is busy hunting for deals, your donors are online more than almost any other weekend of the year. This makes Black Friday the perfect launch point for Giving Tuesday messaging.
Instead of waiting until Tuesday morning, start communicating now, just like organizations such as the WMU Foundation, which began sharing impact stories and updates several days before Giving Tuesday arrives. Early visibility helps donors remember your mission amidst the holiday rush.
Use this weekend to:
- Post a Giving Tuesday teaser
- Highlight your mission partners
- Share a story of impact
- Announce a matching gift challenge
- Pin your Giving Tuesday message to your profiles
Your goal is simple: get Giving Tuesday on their radar before their inbox fills with other requests.
Giving Tuesday Is the Perfect Moment to Tell Your Story
People don’t give to organizations; they give to impact, purpose, and people. Giving Tuesday allows nonprofits to share meaningful stories that resonate with supporters’ hearts.
Organizations like the WMU Foundation excel at this by highlighting the impact of their donors, sharing why faithful women and men give, what compels them to join the mission, and how their generosity fuels essential work around the world. These donor stories remind supporters exactly why their involvement matters deeply.
As you prepare, focus on:
- A real story of someone your organization has helped
- A simple explanation of why support is needed
- A clear invitation to be part of the mission
- A powerful photo or short video
The more personal your story, the more powerful your Giving Tuesday response.
Launch a Matching Gift Challenge
One of the strongest strategies for Giving Tuesday is a matching gift challenge, especially when announced over Black Friday weekend.
Many nonprofits, including groups like the WMU Foundation and other ministries, utilize matching gifts to encourage donors who want their contributions to have a greater impact.
A simple message like:
“Every dollar given on Giving Tuesday will be matched up to $10,000 thanks to a generous supporter.”
This can double your impact and motivate donors to give early.
Don’t Wait Until Tuesday to Email Supporters
Sending your first Giving Tuesday email on Tuesday is one of the biggest mistakes nonprofits make. By then, hundreds of messages are competing for attention.
Instead, build a short email sequence:
- Saturday or Sunday: “Giving Tuesday Is Coming—Here’s How Your Gift Helps”
- Monday: Share your story + preview of your goal
- Tuesday Morning: Clear call to give
- Tuesday Afternoon: Progress update (“We’re halfway there!”)
- Wednesday: A heartfelt thank-you email
Nonprofits like the WMU Foundation often see some of their strongest Giving Tuesday results from early emails—not the day-of announcement.
Make Giving Easy and Accessible
Whether someone is traveling, shopping for Christmas, or scrolling through social media, your Giving Tuesday donation process should take less than 60 seconds.
Before Tuesday arrives, check:
- Does your donate button stand out?
- Is your giving page mobile-friendly?
- Does your form require the fewest fields possible?
- Is your thank-you message warm, instant, and mission-focused?
A smooth giving experience can make the difference between losing a donor or gaining a lifelong supporter.
Celebrate Generosity, Not Just Donations
Giving Tuesday isn’t only about raising money. It’s about shining a light on the good your organization brings to the world.
Follow the example of groups like the WMU Foundation, which highlight stories of missions support, ministry partners, and the ripple effect of generosity. Celebrate volunteers, share transformation moments, and show the community why their support matters.
Ideas for content this weekend:
- A “Top 5 Mission Moments of the Year” post
- A volunteer or ministry partner spotlight
- A gratitude video from your leadership
- A prayer or blessing graphic for those supporting the mission
- A story of someone whom your organization directly helped
These posts build hope, connection, and trust, three ingredients that power strong Giving Tuesday campaigns.
Giving Tuesday is About Impact
Black Friday may be about deals, but Giving Tuesday is about impact. For nonprofits, this transition from shopping to generosity is one of the most meaningful moments of the year. By sharing your message early, telling your story well, and making giving easy, your organization can turn this global movement into a powerful day of ministry and community support.
If your nonprofit, like excellent partners such as the WMU Foundation, needs help preparing visuals, emails, landing pages, or a strategy. In that case, Dogwood is here to support your mission every step of the way.
