Your Updated Giving Day Guide For 2025

Spoiler alert: the name of the game is lots of little touchpoints.

Spring is in the air and that means Giving Days are right around the corner! And while the fundamentals of a good Giving Day marketing campaign (or any marketing campaign really) don’t often change, when and how you share your message does.

Why? Because the world continues to progress in how and when people consume information. Competition for attention is at an all-time high, and that means donors need even more reminders of your powerful work. They need to hear from you more in order to be called to act.

And don’t just take my word for it, this was the number one learning from our 2024 Year End Fundraising Survey.

The moral of the 2025 fundraising marketing story: less big, bold impressive marketing pieces; more frequent, smaller touchpoints.

The big beautiful mailers used to do the trick. They made donors feel valued and important. They sat on a small stack of mail in a “to do” pile and eventually donors found time to write that check.

Now that snail mail stack has been replaced by hundreds of messages a day. Whether donors are being approached through mail, digitally or even audibly, the public is simply inundated with “do this,” “do that,” oh and “don’t forget to pay attention to this!”

To stay out in front of (or at least on par with) this amount of messaging, nonprofits have found more fundraising success from smaller, more frequent touchpoints such as emails, social media ads, direct emails from staff and board members, smaller postcards or handwritten notes. Some have even filtered in digital display and/or search engine ads.

The beauty of this approach is that your marketing budget doesn’t have to grow along with your touchpoints. Those big, beautiful mailers came at a hefty price. Now we can simply reallocate those funds to smaller, more inexpensive, more frequent marketing tactics.

Think you’re “bugging” your donors too much? We as an industry just have to get over that. How often do you get an email from your wildly successful favorite shopping store? How many texts do you get from your favorite brand after you “opt in?”

If you’re hearing from your favorite companies at least once per week, that means your donors can hear about your ask for a Giving Day donation just as often. It’s simply the name of the 2025 game.

So set up those emails for once per week during the month leading up to your Giving Day and then move to daily emails the week of. Run a social media ad that reaches the same audience at least once per day. Send those smaller mail pieces once per week during your Giving Day month. Consider a weekly text and/or phone call. You could even look into some digital advertising that follows your potential donors as they navigate different websites or search engines.

Need help? Reach out anytime. We’re here to help you push the gas pedal on those Giving Day marketing campaigns this year.

KidGlov is a full-service advertising, branding, and content marketing agency with B Corp and National Women’s Business Enterprise certifications. It is located in Omaha and Lincoln, Nebraska, and specializes in nonprofit marketing, healthcare marketing, financial services marketing, social impact marketing, and purpose-driven businesses.