Build lifelong relationships

From annual galas to class reunions, there are numerous benefits to hosting events for alumni, parents, and other members of your school’s community. These fundraisers are mission-critical, generating the vital resources necessary to move your institution forward. 

However, high engagement and an influx of fundraising dollars can easily overshadow a non-negotiable element of event planning: compliance.

Fundraising event compliance is a fundamental infrastructure that protects your school and strengthens donor trust. Not to mention, the consequences of failing to properly manage the legal and tax requirements of a fundraising event can be severe. 

This guide details the core compliance pillars that your fundraising officers must prioritize for successful events.

Charitable Solicitations Registration

Charitable solicitations registration is the foundational state-level requirement for nearly every nonprofit organization that solicits funds from the public. Registration is required in approximately 40 states, and organizations must register in every state where they conduct fundraising activities.

The registration process varies from state to state. For example, in Pennsylvania, educational organizations are exempt from registration if they meet specific criteria. Alaska, however, does not offer exemptions for educational institutions. 

If your school’s state (or any state in which you’re fundraising) requires registration, the regulation likely applies to any solicitation activity targeting the state’s residents. According to Foundation Group, virtually all forms of revenue generation trigger a registration requirement. This can include:

• Fundraising events, like fun runs, galas, or any other organized event your institution hosts that raises money from students, parents, alumni, and the community
• Online campaigns, such as a call-to-action in your email newsletter or a button that leads to your donation page
• Product sales, including branded merchandise, participation fees for special activities, and any other goods or services exchanged for a monetary contribution

While the rules for educational exemptions are inconsistent and often conditional, assuming an automatic exemption is a high-risk liability. Failure to secure and maintain registration—or proof of exemption—means the institution is soliciting illegally in that state.

The ramifications of non-compliance are serious. A state regulator can issue cease-and-desist orders, levy substantial fines and late fees, and, in extreme cases, demand the return of all funds raised illegally within their jurisdiction. For development officers charged with protecting alumni relationships and institutional reputation, the potential legal exposure and public scrutiny are not worth the administrative shortcut.

Unrelated Business Income Tax (UBIT)

Tax-exempt status does not equate to tax immunity. Fundraising events are often subject to Unrelated Business Income Tax (UBIT) if they regularly generate revenue from activities that are not substantially related to the institution’s educational purpose. 

Any tax-exempt organization that generates gross unrelated business income (UBI) of $1,000 or more during its fiscal year must file IRS Form 990-T. This form reports UBI to the IRS and indicates any tax due. 

Educational institutions can determine whether a fundraising activity is subject to UBIT by considering:

• The nature of the activity. Activities subject to UBIT are conducted with the intention of making a profit. For example, an alumni event is designed to engage and cultivate donors, while a gift store located in the event’s venue may be dedicated solely to selling goods or services.
• The frequency of its occurrence. Educational institutions generate UBI when the activity is ongoing. For example, an online store differs from a one-time event because it constantly offers goods and accepts payments.
• Its relevance to your school’s educational purpose. Income is considered UBI when generated from a fundraising activity that is irrelevant to your school’s educational purpose. 

Keep in mind that Form 990-T doesn’t take the place of an organization’s annual Form 990 filing—it supplements it. Failing to file both can result in severe penalties, such as having your 501(c)(3) status revoked.

Acceptable Product Sales for Educational Institutions

It’s important to note that not all product sales are considered UBI. See the image below for examples of products your school can sell:

• Directly promote and engage your mission
• Result from exempt activities (e.g., products and services created via a job training program)
• Fundraise for a short period of time, rather than operate as an ongoing campaign
• Are created or sold by an all-volunteer team (e.g., a charity thrift store run by volunteers)
• Exist for the convenience of members and staff

The best way to ensure your school adheres to tax regulations surrounding product sales is to prioritize detailed recordkeeping. Sales data, such as total revenue generated and fundraising expenses, is crucial in determining whether the income qualifies as UBI.

Event Permits and Tax Deductibility

The final layer of event compliance involves managing local-level rules that directly affect the donor experience and the legality of the event itself. This includes securing the necessary permits for games and auctions, as well as properly calculating how much a donor can deduct from their taxes.

Licensing for Raffles, Auctions, and Games of Chance

Beyond federal tax and state charitable solicitation laws, fundraising activities involving games of chance are regulated heavily at the state and local levels. Raffles, lotteries, poker tournaments, and even certain types of silent auctions may be considered illegal gambling unless the nonprofit has secured specific state licenses or local permits.

Many jurisdictions require educational organizations to obtain a separate permit for each game of chance, often with a strict cap on the prize value or the frequency of the game. Local authorities can shut down an event in progress for lack of proper permits, creating a highly damaging public relations crisis for the institution and exposing event organizers to personal liability.

Fair Market Value (FMV)

Every fundraising event that provides something of tangible value to the donor—a gift card, a round of golf, a seat at a performance—is considered a quid pro quo transaction. Fundraisers are obligated to inform donors exactly what portion of their payment is a deductible contribution and what portion represents the Fair Market Value (FMV) of the goods or services received.

For example, if an auction ticket costs $100, but the event includes a dinner that typically sells for $25, then only the $75 excess contribution is tax-deductible. Careful bookkeeping for nonprofits is critical for accurately calculating FMV and reporting it to donors.

Donor Acknowledgments

The IRS requires organizations to provide a written acknowledgment for any contribution of $250 or more that includes the following information:

• The name of your institution
• The amount of the donor’s contribution
• A description of the contribution, if it was non-cash
• A statement indicating either that no goods or services were exchanged, or a description and good faith estimate of the goods’ value if provided in return for the contribution
• A statement confirming that no goods or services were provided in exchange for the contribution, or that any such provisions were solely intangible religious benefits

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Incorrectly stating the FMV or neglecting to provide proper receipts places the burden of proof on the donor in an IRS audit. This can directly damage the relationship and trust your fundraising team has worked so hard to build, ultimately sacrificing your chances of retaining donors for future fundraisers.

Effective fundraising is built on a foundation of operational excellence, and compliance is the most essential element of that operation. With the right strategy and expertise, your school can achieve successful fundraising and capacity building. 

Many organizations benefit from the expertise of compliance experts who specialize in the nonprofit regulatory environment. These professionals handle the painstaking administrative and legal requirements of compliance, allowing development officers to focus entirely on their mission.

Every hospital fundraising event is an opportunity to turn attendees into donors. When your post-event stewardship is fast, personal, and data-driven, you’re more likely to turn one-time guests into loyal supporters.

The difference between a successful gala and a transformational one lies in your ability to turn the energy and passion of the live event into meaningful, ongoing donor support, using the right healthcare fundraising strategy and technology to make it happen efficiently and securely.

Almabase simplifies hospital foundation donor cultivation with automation tools that make every follow-up faster and more personal. 

Our event management platform automatically syncs attendee data directly to Raiser’s Edge NXT, allowing you to personalize communication at scale. Built-in email, text, and video tools let your team send targeted thank-yous, impact updates, and future invitations without manual data entry or list sorting.

See how Almabase helps hospital foundations automate event follow-up for fundraising and strengthen donor relationships after every event.

Five Ways to Engage Donors After Your Fundraising Event

For more than a decade, Almabase has helped hundreds of nonprofit organizations plan successful events and turn them into long-term donor relationships. 

These are five of the most effective steps we’ve identified to turn event attendees into loyal donors.

1. Capture and Sync Attendee Data for Effective Donor Pipeline Management

Almabase’s Raiser's Edge integration for hospital foundations ensures all data flows accurately and securely.

Registration details, ticket purchases, donations, and check-ins flow directly into donor profiles—no spreadsheets required. And automatic tagging of attendees by type (sponsor, bidder, volunteer, or first-time guest), makes it easy to segment your list and send more personalized follow-up communications.  

2. Send Same-Day Thank-You Notes to Fundraising Event Attendees    

Send a thank-you email to all attendees the same day as the event. Call or send handwritten notes to top supporters within two days. 

Personalized, automated donor follow-up ensures your hospital foundation stays top-of-mind after every event. Almabase’s AI Email Builder makes it easy to personalize messages by participation type, such as table sponsor, auction bidder, or volunteer, and cuts creation time from 20 minutes to less than one. 

3. Personalize the Next Touchpoint

1 Week Later: Segment by engagement level and tailor your donor outreach accordingly.

• First-time attendees: Share a quick “what your participation made possible” highlight and invite them to learn more about your foundation by sharing a link to a video or blog post.
• Returning guests: Send an impact story and a gentle recurring-gift invitation.
• Major prospects: Schedule a personal call or a handwritten note from leadership.

By tracking attendee behavior in real time (donated $0 vs. $100+, purchased add-ons, checked in), Almabase automatically triggers personalized, behavior-based outreach.

Our multi-channel automation keeps your message consistent across email, SMS, and print. Outreach remains timely, relevant, and aligned to each supporter’s engagement level.

4. Show Fundraising Event Attendees Their Impact  

2 Weeks Post-Event: Send a concise “Event Impact” email that demonstrates what their participation accomplished. Share event photos, total funds raised, and a powerful patient story to highlight impact: “Your support helped raise $250,000 to expand the neonatal ICU.”

Use storytelling to build emotional connections and trust—two essentials in healthcare fundraising success.

Add a next-step call-to-action. For example:

• “Sign up for updates about funded projects.”
• “Watch a short video on how your support is saving lives.”
• “RSVP for our next healthcare fundraising event.”

Almabase’s partnership with Storyraise simplifies this kind of impactful outreach. By enabling digital donor reports with visuals and video, we help hospital foundations create interactive updates that show donors their impact and deepen donor engagement over time.

5. Keep the Connection Going to Retain More Fundraising Event Attendees

4 Weeks Post-Event: Send a short survey to capture feedback and insights you can use to personalize future outreach. Then, transition attendees into your ongoing donor communications so they continue receiving impact stories and invitations year-round

Almabase automates this process through our healthcare donor management software, built to link event and donor data in real time. With TrueSync for Raiser’s Edge NXT, every interaction—whether a gift, registration, or memorial campaign—is instantly reflected across systems, eliminating manual updates and ensuring staff always have a current view of each supporter’s activity. 

Using Almabase’s Grateful Community Engagement tools, families and patients can easily create memorial or gratitude campaigns to honor loved ones, invite others to give, and keep supporters emotionally connected to your mission throughout the year

These HIPAA-secure features empower healthcare foundations to strengthen long-term relationships, unify event and donor data, and build a sustainable culture of gratitude across every touchpoint. 

Built for Hospital Foundations

Hospital foundations need secure, compliant technology that simplifies post-event stewardship. Almabase is fully HIPAA-ready and SOC 2 Type II certified. Almabase’s Raiser’s Edge integration helps hospital foundations maintain real-time data accuracy and compliance.

By connecting every registration, check-in, and gift directly to Raiser’s Edge NXT, Almabase helps hospital foundations convert fundraising event attendees into donors, ensuring every event fuels long-term engagement and sustainable growth through automated donor follow-up and smart segmentation.

Frequently Asked Questions

How can hospital foundations retain gala attendees and turn fundraising event attendees into donors?

Hospital foundations can convert event attendees into donors by using automated post-event stewardship tools like Almabase to send personalized thank-yous, share impact stories, and sync engagement data directly to Raiser’s Edge NXT for targeted donor cultivation.

What tools help automate post-event follow-up for fundraising?

Almabase’s healthcare donor management software includes AI-powered email tools, TrueSync integration with Raiser’s Edge, and automated workflows that streamline donor communication, saving staff time and improving engagement accuracy.

Why are post-event donor engagement and stewardship important for hospital fundraising events?

Post-event stewardship and donor engagement keeps the momentum going after galas or auctions, turning one-time guests into repeat supporters. Consistent follow-up strengthens relationships and improves long-term donor retention.

How does Almabase support donor pipeline management for hospitals?

We automate data syncing, tagging, and segmentation through Almabase’s Raiser’s Edge integration for hospital foundations, helping teams track donor journeys and manage cultivation workflows efficiently.

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In today’s competitive fundraising environment, schools and nonprofits are constantly seeking ways to maximize revenue and deepen their relationships with donors. Luckily, matching gifts present a powerful opportunity not only to increase donations but also to foster long-term donor loyalty.

By engaging one-time donors through matching gift programs, institutions can transform them into lifelong supporters who remain committed to their cause year after year.

This article will explore the importance of matching gifts in donor retention, share strategies for leveraging them to build long-term relationships, and provide actionable tips for schools to engage their donors effectively throughout the giving lifecycle. Specifically, we’ll cover:

• What Are Matching Gifts and How Do They Work?
• The Power of Matching Gifts for Schools
• Turning One-Time Donors Into Lifelong Supporters
• Best Practices for Engaging Matching Gift Donors
• Building Long-Term Relationships with Matching Gift Donors
• Tracking and Managing Matching Gifts for Future Success

By turning one-time donors into repeat givers, schools can build a robust foundation of support that sustains their mission for years to come. Now, let’s dive into how matching gifts work and explore how they can be leveraged to boost engagement and retention among your donor base.

What Are Matching Gifts and How Do They Work?

Before delving into strategies for using matching gifts, it's essential to understand exactly how they work. A matching gift program is a corporate giving initiative in which an employer agrees to match an employee's donation to a nonprofit organization. The match is typically made dollar-for-dollar, but can sometimes be at a lower or higher ratio.

For example, if a donor gives $100 to a school, and their employer offers a 1:1 match, the total gift to the school becomes $200. This process is a great way to encourage more giving, as it enables donors (including alumni!) to maximize their impact without increasing their own contributions.

The Power of Matching Gifts for Schools

For schools, matching gifts are an untapped resource that can significantly boost fundraising efforts. Many employers offer these programs, but donors often aren’t aware of the opportunity, and schools don’t always actively promote them. By effectively encouraging participation in matching gift programs, schools can increase the total value of donations, which has long-term benefits for both fundraising goals and donor retention.

In other words, matching gifts can serve as a powerful tool to not only increase funds but also to strengthen the relationship between a school and its supporters. These programs allow schools to expand their donor reach by motivating donors to give more, while also demonstrating to donors that the school is proactive in maximizing the impact of their contributions.

1. Expand Your Donor Pool

Matching gifts are an easy way to expand your donor base without recruiting new supporters. By promoting the opportunity for donors to maximize their gifts through matching, schools can encourage existing donors to contribute more and encourage potential donors to get involved in giving.

2. Enhance Donor Retention

When donors know that their contribution will be doubled or even tripled, it creates an additional layer of satisfaction. This added value makes donors feel good about their contributions, and as a result, they’re more likely to support the school again in the future. Therefore, by encouraging matching gifts, schools can foster lasting donor relationships.

3. Maximize Donations Without Asking for More

For many donors, the prospect of a company match is an appealing way to make their gift go further. By tapping into matching gifts, schools can increase revenue without asking donors for higher contributions. This makes matching an attractive strategy for schools that want to increase donations while respecting donor budgets.

Turning One-Time Donors Into Lifelong Supporters

While matching gifts can significantly boost donations in the short term, their true power lies in building long-term donor loyalty. By strategically engaging one-time donors and encouraging them to take full advantage of matching gift opportunities, schools can cultivate a repeat donor base that remains engaged year after year.

1. Create a Personalized Experience

The key to converting one-time donors into lifelong supporters often lies in personalization. When schools reach out to donors about matching gifts, it’s important to make the communication feel personal. Send thank-you emails or follow-up messages that highlight how matching gifts have enhanced the impact of their donation. Make donors feel appreciated and valued for their generosity.

2. Keep Donors Informed

Transparency is crucial in building long-term relationships. Keep donors informed about how their matched gift was used, whether it's for scholarships, school programs, or facility improvements. By showing donors the tangible impact of their contributions (both the original and matched portion), you reinforce their connection to the school and encourage future support.

3. Encourage Repeat Giving

Once a donor has engaged in matching gifts once, it’s essential to keep them involved in the future. Send reminders about matching gift opportunities each year, especially during key fundraising periods such as Giving Tuesday or year-end campaigns. For the best results, ensure the process for submitting a match request is clear, simple, and as easy as possible for donors to complete.

Best Practices for Engaging Matching Gift Donors

To ensure matching gifts are used effectively, it’s a good idea to implement best practices that streamline the process and keep donors engaged. These strategies can make a significant difference in both immediate fundraising results and long-term donor retention. Here are a few of our recommendations:

1. Promote Matching Gifts Early and Often

Donors need to be made aware of matching gifts before, during, and after their donations. Ensure your messaging highlights matching gift opportunities across donation pages, thank-you emails, social media posts, school newsletters, and more. The more information you provide, the more likely donors are to take advantage of these programs.

2. Simplify the Matching Process

To make it as easy as possible for donors to submit their matching gift requests, provide clear, step-by-step instructions. Partner with matching gift platforms, such as Double the Donation, to automate the process and provide a user-friendly interface for both donors and schools.

3. Follow Up with Donors

Once a donor has made a contribution, send a thank-you message that includes instructions for submitting their matching gift request. Follow up with reminders, especially as year-end deadlines approach. Offering assistance during this process can be an additional way to build trust and increase the chances of a donor returning.

4. Incorporate Matching Gifts Into Regular Campaigns

Don’t limit matching gift appeals to just your major fundraising campaigns. Instead, integrate matching gift reminders into your regular communication efforts, whether that’s through email newsletters, donor thank-you letters, or social media posts. Regular engagement will keep matching gifts top of mind for donors.

5. Leverage Corporate Partnerships

Work with companies that already have matching gift programs in place to promote these opportunities within your community. For instance, if a local business is involved with your school, ask them to help spread the word about matching gifts among their employees. This partnership can lead to increased donations and stronger community ties.

Tracking and Managing Matching Gifts for Future Success

Finally, to ensure matching gifts become a long-term part of your school’s fundraising strategy, you’ll need to track and manage these gifts efficiently. Here’s what we recommend:

1. Monitor Participation Rates

It’s important to track how many donors ultimately get involved in matching gift programs and how much funding they generate for your school. Therefore, regularly review your matching gift data to identify trends and areas for improvement.

2. Analyze Donor Behavior

By analyzing the behavior of matching gift donors (such as how often they give and whether they return for future donations) you can refine your strategy to maximize engagement. Personalized communication, targeted outreach, and regular reminders can all help boost donor retention.

Wrapping Up & Next Steps

Matching gifts offer schools a powerful tool to turn one-time donors into lifelong supporters. By promoting matching gift programs, simplifying the donor experience, and engaging supporters year-round through matching gifts, schools like yours can maximize fundraising while fostering long-term donor loyalty.

Now is the time to incorporate matching gifts into your fundraising strategy. Start by promoting matching gifts more effectively, tracking participation, and following up with donors to ensure they take full advantage of these programs. By doing so, you’ll build a loyal donor base that helps support your school for years to come.

Your fundraising team just spent 40 hours planning a successful gala that raised $250,000. Now they'll spend another 40 hours manually entering guest lists into spreadsheets, reconciling payments across multiple systems, and sending individual thank-you emails.

This is the hidden cost of manual event workflows. While manual processes might seem like a cost-saving measure, they drain staff time, increase error rates, create HIPAA compliance risks, and pull your team away from what matters most: building donor relationships.

Hospital fundraising teams lose nearly five hours every day to these repetitive tasks. Almabase's fundraising event management software eliminates manual data entry, keeps Raiser's Edge NXT data in sync, and can save hundreds of staff hours each year.

Five Hidden Costs of Manual Gala Operations

Hospital fundraising teams rely on galas and events to fund critical programs, but manual processes drain staff time, increase the risk of errors, and make it harder to measure results accurately.

Here are just five ways your hospital foundation loses opportunities, revenue, and time by relying on outdated manual processes to manage your galas, golf tournaments and other fundraising events.

1. Lost Productivity from Redundant Data Entry

Manual workflows force staff to re-enter information across multiple systems — CRMs, payment systems, spreadsheets, and more. One analysis found that nonprofit staff spend up to 50 percent of their time on manual data entry. This kind of work is boring, wasteful and can lead to burnout.

Almabase’s TrueSync™ integration with Blackbaud Raiser’s Edge NXT and Blackbaud CRM reduces manual handling of sensitive records while maintaining clean, consistent data across systems.

2. Missed Revenue from Human Error

A gala can generate thousands of data points, from attendee names and guest additions to dietary preferences and sponsorship tiers. That leaves too much room for error, since there are errors in about one percent of manual data entry keystrokes.

The result is delayed or missed donations and inconsistent communications—a major turnoff for donors. These mistakes often ripple downstream, leading to inaccurate reports and missed follow-ups that weaken donor trust.

3.  Less Time Cultivating Donors

Every hour spent on repetitive administrative work, like re-entering event registrations or sending one-off acknowledgments, detracts from opportunities to build meaningful donor relationships, plan strategic campaigns, and focus on high-impact activities that drive ROI for your organization.

4. Staff Burnout and Turnover

Nearly 75% of nonprofits report persistent job vacancies tied to heavy workloads and manual processes. But one study found that turnover drops significantly when organizations shift away from the soul-sucking “busy work” of manual processes.

5. Compliance and Data Risk

Many third-party vendors aren’t HIPAA-compliant or won’t sign BAAs—making them risky for fundraising for healthcare. Almabase’s HIPAA-compliant event registration platform is designed specifically for healthcare foundations, maintaining data security and compliance while integrating seamlessly with Raiser’s Edge NXT.

Almabase Helps Hospital Foundations Streamline Fundraising Events

Trying to manage event registration, ticketing, and communications manually creates major inefficiencies.

Almabase’s event management software gives hospital foundations a single, HIPAA-compliant event registration software solution to handle every step from setup to stewardship.

For teams used to navigating disconnected tools, the results are immediate: faster event setup, fewer errors, and greater visibility into event ROI. Dashboards track participation, sponsorships, and giving in real time, helping staff quickly identify top prospects and follow up while engagement is fresh.

Key Benefits:

• TrueSync™ Raiser’s Edge Integration: Automatically updates guest, ticketing, and payment data in Raiser's Edge NXT in real time, eliminating duplicate entry. Teams can save up to 40 staff hours by automating check-ins, receipts, and post-event updates for big events like galas and golf tournaments.
• Event Platform with Reporting Tools: Schedule invitations, reminders, and thank-yous directly within the platform—no spreadsheets or third-party tools required.
• HIPAA-Secure Event Ticketing Software: Collect and manage sensitive donor or patient data safely with full SOC 2 Type II, HIPAA, and ADA compliance.

Almabase’s ticketing software for healthcare simplifies operations and keeps all event data connected to Raiser’s Edge, allowing fundraisers to spend more time on what matters—strengthening relationships and driving impact in healthcare fundraising.

Event Management Software That Powers Hospital Fundraising    

Hospital foundations juggling multiple systems from spreadsheets to payment platforms and CRMs often leave staff buried in administrative work instead of engaging donors. Almabase eliminates that burden by creating a single, accurate source of truth so teams no longer need to chase down lists or reconcile records after every gala.

By automating event ticketing and maintaining HIPAA secure event registration, Almabase helps foundations run compliant, efficient, and mission-focused events that fuel sustainable fundraising for hospitals.

See how Almabase's fundraising event management software helps hospital foundations save hours, ensure compliance, and raise more funds.

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Frequently Asked Questions

How does Almabase help hospital foundations eliminate manual workflows in event management?

Almabase replaces time-consuming manual workflows with automation that integrates every step of your event management process. Hospital foundations can set up event registration, ticketing, sponsorships, and communications in minutes—not weeks—through one platform that syncs directly with Raiser’s Edge NXT.

That means no more redundant data entry, disconnected spreadsheets, or manual imports. Event data, donor engagement, and payments all flow seamlessly in real time, ensuring accuracy and saving hours of administrative work.

Is Almabase’s event management platform HIPAA-compliant for hospital foundations?

Yes. Almabase is built with healthcare fundraising compliance in mind, offering SOC 2 Type II certification and Business Associate Agreement (BAA) support to meet HIPAA standards. The platform separates patient health information from donor engagement data, so hospital foundations can manage events, donor communications, and grateful patient programs securely and confidently. Compliance, data protection, and privacy are embedded into every workflow.

How does Almabase’s Raiser’s Edge NXT integration improve event ROI for healthcare organizations?

Through TrueSync, Almabase’s bi-directional Raiser’s Edge NXT integration ensures that all guest registrations, donations, and communications automatically sync with your CRM. This eliminates data duplication, reduces reporting errors, and gives fundraising teams real-time insights into donor engagement and event ROI. It also allows fundraisers to identify follow-up opportunities faster—translating event participation into sustained donor relationships.

Giving Days have become the Super Bowl of advancement. Teams spend months planning, alumni flood timelines with links and hashtags, and fundraising dashboards light up with activity. But once the campaign clock stops, engagement often fades. Donors vanish. Inboxes quiet down. The cycle resets.

What if Giving Day wasn’t an end but a beginning?

That question shaped a recent conversation hosted by Aaron Riley, VP of Sales at Almabase, joined by Mike Nagel, Chief Strategy and Growth Officer at Catalyst Campaign Partners, and Steve Sjoberg, Director of Foundation Marketing and Communication at the MSUM Foundation. Together they explored how advancement teams can turn Giving Day momentum into a year-round engagement strategy that builds relationships, strengthens retention, and drives sustainable fundraising results.

The Challenge: Rising Revenue, Shrinking Donor Base

Fundraising totals across higher education continue to rise, yet fewer people are giving each year. In 2024, colleges in the US raised $61.5 billion, while donor participation declined by 7 percent.

“It’s not sustainable,” Mike said. “Every VP I talk to is thinking about the pipeline. You can’t grow revenue if your donor base keeps shrinking.”

Giving Days are great at attracting first-time and lapsed donors, but retention is the issue. Research shows that 34 percent of Giving Day gifts come from new or reactivated donors, yet only 20 percent make a second gift without continued engagement.

Institutions facing the same challenge can take inspiration from Boyd-Buchanan School’s story, which connected alumni engagement directly to fundraising growth.

The Spark: Treating Giving Day as a Season, Not a Day

At Minnesota State University Moorhead (MSUM), Steve Sjoberg and his team saw Giving Day participation spike, only to drop soon after.

Their solution was simple and strategic — extend the story.

“Giving Day should be the kickoff, not the closing ceremony,” Steve said. “We started asking what it would look like if this became the beginning of our engagement year.”

That mindset reframed MSUM’s communication strategy, building a cadence of connection throughout the year. It mirrors how RISD restructured its engagement journey by connecting alumni activity, fundraising, and communication into a unified experience.

The Approach: Faster Stewardship and Real-Time Gratitude

Speed was MSUM’s first priority.

Before Almabase, it took nearly a month to process and thank all donors. With Almabase’s Alumni Engagement Platform, integrated with Blackbaud, the team reduced that to three days.

“Speed builds trust,” Steve said. “When donors hear from you within 24 hours, they remember how that gift felt.”

MSUM layered its stewardship program:

• Personalized thank-you emails immediately after Giving Day.
• Handwritten notes from students for select funds.
• Video thank-yous through Almabase’s built-in video module.
  
  

That one shift delivered a measurable impact.

“Just through personalized thank-you videos, we raised an additional $40,000,” Steve shared. “People responded because they felt seen.”

Mike added, “Three out of four first-time donors never renew. Quick and personal acknowledgment is the easiest fix.”

This approach aligns with how Samueli Academy automated alumni communication to maintain consistent connection and achieve a 97 percent engagement rate.

From Data to Decisions: Seeing the Numbers Behind the Numbers

Data without insight is noise. The MSUM team shifted from simply counting donors to understanding who they were.

Mike explained, “Around 10 to 15 percent of your alumni have major-gift capacity. Giving Day is when they raise their hand. If you’re not analyzing that, you’re missing your next big donors.”

Using Almabase, MSUM tagged upgraded gifts, identified high-potential first-time donors, and synced this information with its CRM. Reports that once took weeks now update in real time.

“We moved from spreadsheets to instant visibility,” Steve said. “It freed our staff to focus on relationships, not reconciliation.”

This mirrors Concordia College’s strategy, which used data-driven segmentation to strengthen donor relationships and streamline advancement operations.

The Human Side: Personalization at Scale

Every donor wants to be acknowledged, but the message needs to feel personal.

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At MSUM, stewardship scales without losing authenticity:

• Major donors hear from university leadership.
• Longtime supporters receive handwritten notes.
• First-time donors get personalized packets and alumni stickers.
  
  

Authenticity matters more than automation. “We handwrite names on whiteboards before filming videos,” Steve said. “That’s how they know it’s real.”

Mike compared it to the private sector: “If a retail brand can personalize an experience, advancement teams can personalize gratitude.”

Gann Academy’s example proves how small tweaks in personalization can lift open rates and engagement across the board.

Micro-Campaigns That Create Macro Impact

Large campaigns attract visibility. Micro-campaigns sustain participation.

MSUM’s wrestling room renovation campaign invited alumni and fans to fund upgrades. In six weeks, it met its goal. “It wasn’t about the size of the gift,” Steve said. “It was about people feeling connected to something they love.”

Another small but powerful initiative expanded the campus Oceanarium, adding a teaching space for local schools. Both efforts gave alumni tangible proof of their impact.

A similar approach worked for DMBA, which funded its engagement platform through targeted micro-campaigns instead of large appeals.

Replacing the Gala with Genuine Connection

MSUM replaced its traditional gala with Dragon Legacy Luncheons — smaller, college-based events that celebrate faculty, students, and alumni together.

“Legacy Luncheons let us lift up real stories,” Steve said. “People leave feeling valued, not entertained.”

Attendance grew, costs dropped, and alumni involvement deepened.

Antioch College saw similar success by focusing on community events that created real relationships instead of one-time gatherings.

Engaging the Next Generation

Retaining young alumni begins before graduation.

MSUM’s Career Connections Office collects accurate contact data from seniors, offering small incentives like alumni gifts or pizza.

“A small reward today leads to stronger loyalty tomorrow,” Mike said. “If you capture contact info early, you never lose them.”

This early engagement mirrors Nicholls State University’s spotlight series, which kept young graduates connected through personal stories.

Institutions can also explore Almabase’s blog on how to engage alumni more effectively for actionable ideas to build meaningful early connections.

Technology and Timing: Building an Engagement System

With Almabase, MSUM automated repetitive tasks like thank-you emails, donor segmentation, and event follow-ups. The team now spends more time creating experiences than managing workflows.

“Before, we reacted,” Steve said. “Now we plan ahead. The system gives us space to be creative.”

By aligning technology with human storytelling, MSUM built a sustainable rhythm of connection that continues long after Giving Day ends.

Learn more about how Almabase supports this workflow in the Alumni Engagement Platform overview.

The Broader Lesson: Build Systems, Not One-Off Campaigns

Aaron Riley summarized the takeaway that tied everything together.

“Building systems matters more than building campaigns. When you create a rhythm of gratitude, storytelling, and follow-up, Giving Day becomes one part of a longer conversation.”

This mindset shifts advancement from transaction to transformation.

What Institutions Can Learn from MSUM’s Journey

1. Simplify processes before scaling outreach.
2. Empower non-technical staff with user-friendly tools.
3. Respond within 24 hours of every gift.
4. Personalize communication using real data.
5. Use insights to segment follow-ups, not to overanalyze.
6. Replace large events with smaller, consistent recognition moments.
7. Engage students before they graduate to build lifelong loyalty.

The Impact: From One-Day Campaigns to Lasting Relationships

Since adopting this approach, MSUM has

• Reduced post-Giving Day processing time by 80 percent.
• Added more than $40,000 in post-event donations through video outreach.
• Increased participation among young alumni.
• Reactivated lapsed donors.
• Built an engagement calendar that sustains energy across the year.
  
  

The result isn’t only more funds but deeper community trust.

Wrapping It Up

Giving Day may start as a 24-hour event, but its real value lies in what follows after the giving day event. The institutions that treat donors as partners, not participants, will build stronger communities and more sustainable pipelines.

To see how this strategy works in practice, watch the full conversation with Aaron, Mike, and Steve or explore how Almabase helps advancement teams sustain engagement throughout the year.

Watch the full webinar recording below:

The right way to fundraise means creating experiences that make giving feel natural, meaningful, and rewarding for the donors.

Universities and nonprofits spend countless hours building campaigns, yet too often the actual act of giving feels clunky. Donors drop off, admins lose time, and campaigns miss their potential.

With Almabase’s new spin on Payment Links, we’re changing that.

Not just with another feature, but with a smarter way to design giving experiences that encourage participation and generosity at scale.

Why Standard Payment Links Leave Fundraisers Struggling

Until now, payment links have been a black box:

• Admins couldn’t track which links were generated, when, or for whom.
• No visibility into whether a link was used, pending, or failed.
• No way to tie links directly to a campaign, appeal, or package.
• No bulk creation, admins had to generate one link at a time.

This meant lost opportunities for follow-ups, messy attribution, and a lot of wasted admin effort.

Research confirms why this is such a problem: nearly 60% of donors abandon online donation forms when the process feels long or confusing, and pre-filled amounts have been shown to increase average gift size by up to 20%.

How Payment Links Transform the Donor Journey

Traditional donation forms work, but they put the burden on donors to find the right fund, enter the right amount, and complete multiple steps.

Payment Links flip this dynamic. Instead of asking donors to figure it out, admins can now:

• Pre-populate gift amounts and funds, reducing decision fatigue.

• Share links directly with target donor groups via email or text.
  

The result? A smoother, more personal giving journey.

Benefits of Payment Links

1. Complement, Don’t Compete with Giving Days
2. Payment Links don’t replace your giving day strategy, they enhance it. With pre-filled amounts and funds, you can align links to specific appeals, campaigns, or segments while still keeping the broader energy of Giving Day intact.
3. Encourage Spontaneous Generosity
4. When donors see a link pre-filled with an amount for a cause they care about, the decision becomes effortless. That’s how you drive more participation and larger gifts, not by asking donors to wade through complex forms.
5. Better Attribution, Stronger Follow-ups
6. With clear Paid / Pending / Failed statuses, admins finally get complete visibility into donor actions. No more guesswork — just actionable insights that help you follow up at the right time.

The Bigger Picture: Designing Better Giving Experiences

Payment Links are part of a broader shift in fundraising: designing experiences that reduce friction, highlight the right opportunities, and make generosity the easy choice.

• Giving Hub: Centralized access to funds.
• Highlighting funds: Draw donor attention to what matters most.
• Extensible search and grouping: Help donors navigate choices without overwhelming them.

All of these, including Payment Links, are about the same thing: turning intent into impact, without extra steps.

Closing Thoughts

Fundraising technology shouldn’t just digitize processes. It should optimize experiences for donors who want to give, and for admins who need to scale their efforts.

That’s what Payment Links are designed to do.

👉 Curious to see how this works in practice? Explore Almabase Giving and reimagine how your next campaign can feel effortless, personal, and powerful.

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As the calendar heads toward the end of the year, advancement teams once again are heading into a notable fundraising season. Often called the season of giving, donors are often inclined to be motivated by holiday spirit, tax incentives, and a desire to make a difference before the year closes.

For higher education and K-12 institutions, a successful end-of-the-year giving campaign is a great chance to reinforce relationships, showcase impact, and build momentum for the year ahead. A well-executed campaign can significantly boost your annual fund, support new initiatives, and build momentum and trust that you can carry forward into 2026.

The value of year-end Giving

Why does end-of-the-year giving command so much attention? Nearly one-third (~30%) of all annual giving occurs in December, with a significant portion happening in the final few days of the year. This surge is driven by several key factors that your team should be aware of:

• Tax Incentives: Many donors make their charitable contributions before December 31 to take advantage of tax deductions for the current fiscal year. This financial motivation is a powerful driver for last-minute gifts.
• Holiday Spirit: The holiday season naturally fosters a spirit of generosity and reflection. Donors are often more emotionally connected to causes they care about and are inspired to give back to communities that have shaped their lives, like their alma mater.
• Sense of Urgency: The deadline of December 31 creates a natural sense of urgency, prompting donors who may have procrastinated to finally act. A well-timed and compelling appeal can be incredibly powerful during this time.
• GivingTuesday: Kicking off the year-end giving season, GivingTuesday has become a global phenomenon. This day of philanthropy raised $3.6 billion in the US alone in 2024, proving how big of a launchpad it can be for your year-end giving season.

How to Plan a Winning Year-End Giving Campaign

A successful campaign requires thoughtful planning and a deep understanding of your donor community. We’ve come up with 10 essential steps to guide your planning process for 2026.

1. Review previous campaigns

Before you start building a committee and plan things out, it’s crucial to look back at your past year-end giving campaigns, gather your data, and ask key questions:

• What worked well? Identify the messages, channels, and strategies that generated the most engagement and donations. Did a particular email subject line have a high open rate? Did a specific social media post go viral? Are there similar content opportunities or stories this year you can take advantage of?
• What didn't work? Pinpoint the elements that fell flat. Were certain donor segments unresponsive? Did a particular fundraising channel underperform? What did donors complain about the most?
• Performance Metrics: Analyze key metrics such as total dollars raised, number of donors, average gift size, and donor retention rates. Compare these against your goals to understand your performance gaps.
• Donor Feedback: What feedback did you receive from donors? Were there any technical issues with your giving page? Was the donation process straightforward?

This simple review process will help you build on your successes and avoid repeating past mistakes, setting a solid foundation for your 2026 year-end campaign.

2. Start planning early

The most successful campaigns are planned months in advance. Nonprofits usually start planning their year-end campaigns by October, and you’ll definitely want your campaign to stand out from all the appeals that go out during the end of the year. We suggest having a solid idea on your campaign and for the first few emails or posts about events and causes tied to your campaign to be out by late September to mid-October if possible. Starting early reduces stress, allows for more creativity, and ensures every member of your team is aligned and prepared for a smooth execution.

3. Lock in your goals for your year-end campaign

Clear, measurable goals are the backbone of any successful campaign. Your goals should be ambitious yet achievable, and they should align with your institution's broader strategic priorities. The SMART framework is a popular starting point to define your objectives but your actual needs may vary:

• Specific: "raise $50,000 for the student scholarship fund."
• Measurable: Define clear metrics to track progress, such as total donations, number of new donors, or alumni participation rate.
• Achievable: Set realistic goals based on past performance and current resources.
• Relevant: Ensure your campaign goals support the institution's mission and pressing needs.
• Time-bound: Establish a clear timeline with a definitive end date (e.g., December 31, 2026).

Your goals will guide your strategy and messaging, providing a clear benchmark for success that you can communicate to your team, leadership, and donors.

4. Decide the theme and central message for your campaign

Your campaign theme should be compelling and easy to understand. Your central message should clearly articulate the "why" behind your campaign.

• Focus on Impact: Ask donors to fund tangible outcomes. For example, "Your gift of $100 can provide a textbook for a student in need" is more powerful than "Please donate $100."
• Tell a Story: Use personal stories from students, faculty, or alumni to illustrate the real-world impact of philanthropy. Human stories resonate deeply and create an emotional connection.
• Create a Slogan: A catchy slogan can make your campaign more memorable. Think of something short, inspiring, and shareable.

Your theme and message should be consistent across all channels from your giving page and emails to your social media posts and direct mail pieces.

5. Segment your donor communication

Your donor base is likely diverse, and segmenting your audience allows you to tailor your messaging for maximum impact. Some common donor segment examples are:

• Giving History: First-time donors, recurring donors, major donors, and lapsed donors all require different messages.
• Affiliation: Alumni, parents, faculty, and friends of the institution have different relationships and motivations.
• Graduation Year: For alumni, messaging can be tailored to appeal to different generations.
• Interests: If your data allows, segment based on past giving to specific funds (e.g., athletics, arts, scholarships).

Personalized communication shows donors that you understand and value them as individuals, significantly increasing the likelihood of a positive response.

6. Diversify fundraising options

Donors nowadays expect a variety of ways to give. Offering multiple channels makes it convenient for them to contribute in the way they prefer. These may include:

• Online Giving Page: This is essential. Ensure your giving page is mobile-friendly, easy to navigate, and branded to your campaign.
• Peer-to-Peer Fundraising: Empower your most passionate supporters to fundraise on your behalf.
• Recurring Giving: Encourage donors to sign up for monthly gifts, providing a stable source of year-round revenue.
• Matching Gifts: Promote corporate matching gift programs to double the impact of donations.
• Text-to-Give: Offer a simple option for donors to give via their mobile devices.
• Direct Mail: Traditional mail still works, especially for older donor segments.

A multi-channel approach ensures you reach the widest possible audience and remove any barriers to giving.

7. Get your community involved

Your community is your greatest asset. Involving them in your campaign can amplify your message and build social proof.

• Peer-to-Peer Fundraising: As mentioned, this is a powerful tool. Arm your ambassadors with the resources they need to succeed, such as email templates and social media graphics.
• Volunteers: Recruit volunteers to help with phone banking, thank-you calls, or event support.
• Ambassadors: Identify influential members of your community to serve as campaign ambassadors. Their endorsement can lend significant credibility to your appeal.
• User-Generated Content: Encourage supporters to share why they give using a campaign-specific hashtag.

When your community feels involved, they become co-owners of the campaign's success, allowing you to build incredible momentum.

8. Optimize your digital donor experience

Any friction in the giving process can lead to abandoned donations and impacts your campaign’s image.

• Mobile Optimization: A majority of donors will visit your giving page from a mobile device. Test your page on various phones and tablets to ensure it is fully responsive.
• Fast Load Times: Slow-loading pages are a major deterrent. Optimize images and scripts to ensure your page loads quickly.
• Simple Donation Form: Only ask for essential information. A long, complicated form is a common reason for cart abandonment.
• Clear Call-to-Action (CTA): Use a prominent, brightly colored "Donate Now" button that is easy to find.

9. Stewardship and Donor Recognition

Your work isn't done once a donation is made. Prompt and meaningful stewardship is crucial for donor retention.

• Immediate Acknowledgement: Send an automated, personalized thank-you email and tax receipt immediately after a donation is made.
• Personal Touches: For larger gifts, follow up with a personal phone call or handwritten note.
• Public Recognition: With their permission, recognize donors on social media, your website, or in your annual report. Create different recognition levels for different giving amounts.
• Impact Reporting: After the campaign, report back to donors on the collective impact of their generosity. Show them what their support accomplished.

Good stewardship makes donors feel valued and appreciated, turning a one-time gift into a long-term relationship.

10. Capture data to power future campaigns

Throughout your campaign, you will naturally collect a wealth of data. This data is gold for planning future initiatives.

• Track Everything: Monitor email open rates, click-through rates, social media engagement, and website traffic.
• Analyze Donor Behavior: Identify which segments were most responsive, what time of day saw the most donations, and which channels performed best.
• Post-Campaign Survey: Send a survey to donors to gather qualitative feedback on their experience.
• Debrief with Your Team: Hold a post-campaign meeting to discuss what went well, what could be improved, and key takeaways for next year.

This data-driven approach will enable you to continuously refine and improve your fundraising strategies year after year.

How Almabase Simplifies Your Year-End Campaigns

Planning and executing a multi-faceted end-of-the-year giving campaign can be complex, but you don't have to do it alone. Almabase is designed to empower educational institutions by streamlining every aspect of their fundraising efforts.

Our platform offers a comprehensive suite of tools that integrate seamlessly to enhance your campaign's efficiency and impact:

• Customizable Giving Pages: Create beautiful, mobile-friendly giving pages that are branded to your campaign and optimized for conversions.
• Automated Engagement: Track donor activity and automate personalized communications to nurture relationships at scale.
• Data-Driven Insights: With seamless integration, including with Blackbaud systems, you can leverage your data to inform strategy and make smarter decisions.
• Peer-to-Peer Fundraising: Easily launch and manage peer-to-peer campaigns that empower your community to fundraise for you.
• Event Management: Manage virtual and in-person campaign events with integrated ticketing, registration, and communication tools.

With Almabase, you can automate manual tasks, personalize your donor outreach, and gain a deeper understanding of your community, freeing up your team to focus on what matters most: building meaningful relationships and driving philanthropic support.

Wrapping It Up

A successful end-of-the-year giving campaign has the power to transform your institution's fundraising results and set the stage for a prosperous new year. By planning early, setting clear goals, crafting a compelling message, and leveraging the right technology, you can create a campaign that not only meets but exceeds your financial targets.

More importantly, a thoughtful and strategic campaign strengthens the bond with your community, reminding them of the vital role they play in advancing your mission. As you prepare for 2026, use these steps as your guide to build a campaign that inspires generosity and celebrates the collective power of your community.

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Every year, GivingTuesday (or Giving Tuesday) gives schools the chance to rally their communities around generosity. With the right Giving Tuesday campaign ideas, you can turn a single day of giving into something that strengthens your institution’s pride, deepens connections, and funds the programs that make a difference. Last year alone, donors contributed $3.6 billion across the United States, marking a 16% jump from the previous year

But a successful Giving Tuesday campaign doesn’t happen by accident. In this blog we will take you through a few proven strategies you can adopt to make sure your Giving Tuesday campaign is at its most effective. 

1. Start Planning Early (September–October)

The institutions that meet (and often surpass) their Giving Tuesday goals have one thing in common: they start early.

Giving Tuesday lands right after Thanksgiving, competing for attention with Black Friday sales, holiday shopping, and countless nonprofit appeals. To cut through the noise, your best move is to begin preparing well before November, ideally in September or early October.

The good news? You don’t have to build your plan from scratch. GivingTuesday's official website offers a 12-week countdown planning guide that walks you through exactly what to do each week leading up to the big day. Starting three months out gives you the breathing room to think creatively, build momentum, and avoid the last-minute scramble.

Here’s what early planning gives you:

• Time to craft a compelling purpose: When you plan ahead, you can dig deep into what makes your campaign meaningful instead of rushing to fill space with generic messages.
  
• A clear roadmap: Early preparation helps you chart every milestone, from when to brief ambassadors, post teasers, send reminders, to finally thanking your donors.
  
• Defined donor segments: Alumni, parents, and faculty all care about different aspects of your school. Knowing who you’re speaking to lets you tailor your message for each group.

Start now by planning backwards from Giving Tuesday. What should happen a month before? Two weeks before? One week before? Lock in those milestones early and you’ll be thanking yourself later.

2. Define a Purpose That Inspires Giving

A number can be motivating, but a purpose is unforgettable.

A goal might say, “We want to raise $25,000.”, but a purpose says, “We’re raising $25,000 to launch scholarships for three first-generation students this year.” One is a target; the other tells a story of the real impact donors could be making. When your campaign clearly connects donations to outcomes, people give with confidence and heart.

A message that inspired giving could look like:

• “Create emergency grants for students facing unexpected financial hardship.”
• “Expand mental health counseling to serve 50 more students this semester.”
• “Renovate our aging library into a modern learning commons.”

Whatever you choose, make sure your purpose reflects your school’s mission and resonates emotionally with your supporters. When donors can picture the result, they’re far more likely to take action.

3. Craft Relatable Messaging

Your Giving Tuesday message has just a few seconds to capture attention and spark generosity. The best ones are short, emotional, and focused on impact.

A simple framework that works:

• “Every gift, big or small, helps a student [insert specific outcome here] this Giving Tuesday.”
• Avoid vague phrases like “achieve their dreams.” Instead, make it tangible: “get the textbooks they need to succeed” or “attend a field trip that brings lessons to life.”

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Take NYU’s example. Their messaging connected the global GivingTuesday movement directly to tangible student impact.

"GivingTuesday is about unleashing the power of generosity worldwide. At NYU, it means investing in the next generation of leaders whose work will create lasting change. Your support today can provide scholarships, mentorship, emergency funds, and countless opportunities for students to flourish at NYU."

Notice how they started with the big picture (global generosity) but quickly zeroed in on specific ways donations make a difference Then, they immediately connected that message to real outcomes: scholarships, mentorships, and emergency funds. That balance between vision and specificity is what makes a message stick.

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And don’t forget to mention that small donations matter. Many people assume their $10 or $25 won’t move the needle, but it absolutely does. Try messages like:

• “Just $25 provides school supplies for a student in need.”
• “Your $50 gift covers a week of after-school tutoring.”

Sample Giving Tuesday Messages for Schools:
Create three to five variations of your core message and rotate them across platforms. Include your school’s unique hashtag alongside #GivingTuesday to boost visibility. Need inspiration? Check out Kansas State University’s social media toolkit for adaptable message ideas.

4. Design a Branded Giving Tuesday Graphic

For Giving Tuesday, visuals are your first impression with potential donors. A well-designed graphic makes your campaign instantly recognizable and emotionally engaging.

Rockhurst High School in Kansas City nailed this with their #RockGivingTuesday campaign. Their posts consistently featured:

• their school branding and colors
• the official #GivingTuesday logo
• a clear “Double your impact” call to action

That consistency built trust and recognition at a glance.

You don’t need to start from scratch. GivingTuesday.org offers free branded templates and logo guidelines to help you maintain a professional look while saving time.

What Makes a Great Giving Tuesday Graphic?

• Use school colors: Your audience should recognize your brand instantly while scrolling.
• Include a clear CTA: Add short overlays like “Donate Now,” “Support Students,” or “Double Your Gift.” Make the next step obvious within three seconds.
• Strategic hashtag and logo placement: Keep the official #GivingTuesday logo visible but secondary to your school branding (often in a corner or footer), and pair it with your custom hashtag.
  

5. Build a Dedicated Giving Tuesday Landing Page

Directing donors to your general donation page might seem simple, but it could actually hurt conversions. On Giving Tuesday, people expect a focused, emotionally engaging experience that feels unique to the day.

A dedicated Giving Tuesday landing page reminds visitors why they’re giving and shows exactly how their gift will be used.

Here’s what to include:

• A mobile-friendly donation form: More than half of donors give through mobile devices, so your form must look and work perfectly on a phone.
• Short, emotional copy and visuals. Use photos or quick videos of students and keep the text crisp.
• Small suggested amounts. Giving Tuesday thrives on volume. Include $10, $25, $50, and $100 options.
• A live progress bar. Real-time updates build excitement and urgency.
• A testimonial or video story. Let a student or parent explain, in their own words, why this campaign matters. Authenticity beats polish every time.

Take inspiration from Grace School’s approach. They embedded a short student video on their landing page and linked it in social posts to drive emotional connection.

6. Promote Strategically on Social Media

Social media can turn your Giving Tuesday campaign from good to unforgettable, but it takes planning your content calendar and rhythm. Create a simple calendar that builds anticipation, peaks on Giving Tuesday, and ends with gratitude.

Here’s an example of what that might look like:

• Two weeks before: Start teasing your campaign: share behind-the-scenes prep, introduce ambassadors, post countdowns.
  
• One week before: Increase frequency with student stories and preview posts.
  
• Three days before: Go into campaign mode with multiple daily updates.
  
• On Giving Tuesday: Post morning, noon, and evening. Share live updates like “We’re 65% there! Help us hit 75% by 3 p.m.!” and student thank-you videos.
  
• The day after: Celebrate impact, show gratitude! Share totals, photos, and heartfelt thanks.

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And some platform-specific tips:

• Facebook: Great for longer updates and older alumni. Consider Facebook’s donation tools.
• Instagram: Focus on visuals and short Reels featuring student voices.
• LinkedIn: Target professional alumni with posts on career readiness and community impact.
  

Take a page from Save the Elephants. Their Giving Tuesday video of elephants roaming freely, coupled with a triple-match promise, stopped people mid-scroll. For schools, that could be students in action, classrooms buzzing, or alumni sharing quick stories. Even a small paid ad budget ($100–$200) can expand reach to specific alumni groups or parent audiences.

7. Activate Your Ambassadors

Here’s the not-so-secret secret behind the most successful Giving Tuesday campaigns: they’re powered by people. Specifically, it's peer-to-peer fundraising: alumni ambassadors, parent volunteers, student leaders, and faculty champions who create their own mini-campaigns and ask their personal networks to give. When a message comes from someone you know, it hits differently.

Research backs this up: 56% of donors say they’re more likely to give when asked by someone in their circle.

How to make it happen:

• Recruit early. Reach out in September or October to your most active community members.
• ‍Set clear expectations. Tell them exactly what you're asking for: "Share three social media posts between November 20-28" or "Send an email to 10 friends asking them to give."‍
• Keep them updated. Send regular progress reports. Celebrate when individual ambassadors hit milestones. Create some friendly competition with a leaderboard.‍
• Thank them publicly. Feature your top fundraisers on social media and in follow-up communications. Recognition matters.

The best part is that ambassador-driven campaigns often bring in new donors who never would have heard about your school otherwise.

The official GivingTuesday Peer-to-Peer Fundraising Toolkit highlights that donors are far more likely to give when a request comes from someone they know and trust, rather than from the institution itself. The toolkit also offers simple ways for ambassadors, such as alumni or parent volunteers, to create personalized fundraising pages, share campaign links across their networks, and rally support for your school’s cause.

8. Use Email to Build Momentum

Email remains one of the most elegant and effective tools for Giving Tuesday: simple, direct, and measurable. But success comes from a sequence, not a single blast.

Try the Four-Email Timeline:

1. Announcement Email (Two weeks before) -
   Subject: “Mark Your Calendar: Giving Tuesday is December 2”
   Introduce your campaign and purpose without asking for donations yet. The goal here is to build anticipation.
   
   
2. Reminder Email (Three days before) -
   Subject: “3 Days Until Giving Tuesday! Here’s How Your Gift Makes an Impact”
   Share a story, break down donation impact, and remind them to save the date.
   
   
3. Day-Of Appeal (Giving Tuesday morning) -
   Subject: “It’s Giving Tuesday. Will You Support Our Students Today?”
   This is your big ask. Keep it urgent and clear, include progress updates, and link to your donation page multiple times with prominent CTAs.
   
   
4. Thank You Email (The next day)
   Subject: “You Did It! We Reached [X]% of Our Goal!”
   Celebrate the success and show impact through photos or short videos. Gratitude drives retention.
   

Bonus Tip: Segment Your Messages:

Don't send the exact same email to everyone. You can boost your email open rates average by personalizing your approach.

Create different versions for:

• Alumni: Focus on nostalgia and paying it forward to the next generation
• Parents: Emphasize direct impact on current students and school improvements
• Faculty/Staff: Highlight internal pride and collective impact

Minor tweaks to subject lines and opening paragraphs can make a huge difference in engagement.

8. Make Giving Simple and Seamless

Even the most inspiring campaign can lose momentum if donating is a hassle. Think about it from a donor’s point of view: they’re scrolling on their phone during a quick break, they see your post, feel moved to give, click the link… and then get stuck on a clunky, confusing donation form that doesn’t work well on mobile. That’s a lost gift (sometimes multiple ones).

Here’s how to keep the process effortless:

• Optimize for mobile. More than half of nonprofit emails are opened on mobile devices, and donation forms are no different. Test your form on phones and tablets to make sure it’s smooth and intuitive.
  
• Simplify form fields. Ask only for essentials: name, email, and payment information. Your form shouldn’t require account creation or extra details unless absolutely necessary.
  
• Offer flexible payment options. Credit cards, Apple Pay, Google Pay, and PayPal give donors convenient choices. In 2024, digital wallet donations more than doubled, proving ease drives results.
  
• Highlight recurring giving. Include a checkbox like “Make this a monthly gift” with a note such as “Your $25/month supports a student all year long.” 

9. Say Thank You and Show Impact

The campaign doesn't end when Giving Tuesday is over. In fact, what you do the next day might be just as important as what you did during the campaign itself. Donor retention is a bit of a challenge right now: that means if you don't immediately thank your Giving Tuesday donors and show them the impact of their gift, there's a chance they won't give again.

The City University of New York (CUNY) used their dedicated thank you page at cunytuesday.org as a central hub to express gratitude and celebrate their record-breaking Giving Tuesday 2024 campaign.

Follow up effectively:

• Send an impact email within 24 hours. Don’t wait. The emotional connection is strongest right after the gift.
  

Example:

"Thanks to 237 donors like you, we reached 120% of our $20,000 goal! That means we can fully fund our student emergency grant program and help 15 students overcome unexpected financial challenges this semester."

• Share results on social media. Post photos, videos, donor shoutouts, and final totals. Let supporters feel part of something bigger.
  
• Update your landing page. Swap the donation form for a bold thank-you message and highlight the results. Include visuals of students celebrating or short videos showing how gifts are making a difference.
  
• Send personalized thank-you notes. Acknowledge ambassadors and top donors by name. Even digital notes work: “Your personal fundraising page brought in $2,500 thank you for your incredible support!”
• Feature impact stories in newsletters. Keep the momentum going by sharing how gifts are being used through December and January.
  

With these steps you can cultivate long-lasting relationships with your supporters.

10. Repurpose Content Throughout the Year 

Your Giving Tuesday campaign is a treasure trove of content you can use year-round.

• Student testimonials can become centerpiece stories in your annual appeal.
• Ambassador videos can feature on your website or alumni magazine.
• Scholarship recipient stories can drive your next email campaign.
  

Use Giving Tuesday as a springboard for recurring donations. A follow-up email in January might say: “Your Giving Tuesday gift made a real difference. Would you consider making it monthly?”

Highlight your most engaged ambassadors in annual reports or invite them to participate in alumni boards. Celebrate your super-fans! They’re critical for future campaigns.

Social proof also matters: “Last year, 500 donors came together on Giving Tuesday to raise $35,000” is a powerful motivator for new donors and ambassadors.

Back in 2021, the School of the Holy Child in Rye, New York, used a smart strategy that still works beautifully today. Their GivingTuesday campaign celebrated the success of the previous year, proudly sharing that in 2020, their community raised $375,000 from 525 donors — and invited supporters to help surpass that goal. The result? They raised $402,855 in 2021, proving how past impact can motivate even greater generosity year after year.

Giving Tuesday doesn't have to be a one-off event. When you treat it as part of your larger annual fundraising strategy, you maximize its impact well beyond a single day.

Final Thoughts

Giving Tuesday is only growing. With projections estimating $4 billion raised in 2025, schools that show up prepared will see significant returns.

But true success is at the confluence of an effective hashtag, a simple but elegant landing page, and driving connection with your donors. It comes from showing donors exactly how their gift makes a difference. It comes from making it easy to give and impossible to ignore.

Start early. Tell compelling stories. Activate your community. Make giving frictionless. Show gratitude.

When you follow this approach, Giving Tuesday can be your most successful campaign yet. Almabase helps schools bring it all together: personalized campaigns, streamlined donation processing, and purpose-built tools that maximize giving. Request a demo today and transform how your school connects with donors.