Beyond the Hashtag: Turn Giving Tuesday Into a Long-Term Conversation
This year, consider the following ways to take Giving Tuesday’s energy and visibility and carry them forward to strengthen relationships, identify annual givers who may be ready to make a bigger impact, and inspire supporters to create a lasting legacy.
#GivingTuesday. It’s the biggest philanthropic moment of the year, when generosity dominates inboxes and social media feeds. While it may be the busiest day on the annual giving calendar, it holds a different kind of potential for planned giving professionals. For your team, Giving Tuesday offers an unparalleled opportunity to start conversations that last long after the hashtags disappear.
This year, consider the following ways to take Giving Tuesday’s energy and visibility and carry them forward to strengthen relationships, identify annual givers who may be ready to make a bigger impact, and inspire supporters to create a lasting legacy.
1. Connect Short-Term Giving to Long-Term Vision
Annual and planned giving efforts don’t need to stay in separate silos. When thoughtfully coordinated, each one reinforces the efforts of the other. Giving Tuesday donors are already motivated by purpose—they just need a nudge to see how their values can live on through future gifts.
Collaborate with your annual giving team to combine messaging. For example:
- Pair current and future impact. Use language like “Give today, shape tomorrow” or “Make a difference this year and beyond” wherever it works to do so. This adds a forward-looking component to current
gift appeals. - Add a short legacy mention. As a part of your Giving Tuesday thank-you messaging, include a gentle invitation to reflect, such as “Your generosity today makes an immediate difference. Consider continuing your impact for generations.”
- Extend the conversation. Share a helpful resource with Giving Tuesday donors soon after December 2. You don’t even need to reference the donor’s gift directly to tap into existing goodwill and invite legacy exploration.
2. Engage Donors Through Storytelling
Giving Tuesday donors often respond to stories of immediate need. After the campaign, share your own stories that emphasize an enduring impact—for example, scholarships made possible through a gift in a will, or programs or departments funded by endowments created years ago. When you share these stories:
- Focus on continuity. Clearly show how the work of one generation sustains the next.
- Highlight donor values. This emotional connection is more likely to drive action and can be paired with information about specific gift vehicles.
- Prompt reflection. Use social media posts and email follow-ups that invite legacy thinking, such as “Your support made a difference this Giving Tuesday. Did you know there are easy ways to provide support well into the future that don’t impact your finances today?”
3. Keep the Conversation Going
Don’t let the momentum fade! While stories evoke emotion, data reveals opportunity. Use your Giving Tuesday analytics to create a list of potential legacy prospects:
- Consistent donors who have given over several years, even at modest levels
- Older donors (55+) who give online or engage with impact stories
- Engaged donors who comment on social media or click through to mission or endowment pages
- Connected supporters, such as alumni, grateful patients, or longtime volunteers, who have made efforts to maintain their association with your organization (even without a donation history)
Flag these names in your CRM for future follow-up. They represent the audience most likely to be receptive to planned giving outreach in the months ahead.
4. Recognize and Steward with Intention
Personal outreach after Giving Tuesday is powerful, especially to older, repeat, or higher-dollar donors. If your annual giving team is reaching out, you may be able to include a legacy gift mention that can open the door to a deeper conversation.
Make sure donors know that your team can help them explore ways to align their giving with their values and financial plans. Demonstrate your role as a partner in their giving by offering:
- An invitation to a seminar or webinar
- A link to your planned giving website
- A will planning guide or other useful resource
- An inspiring note from a legacy society member
Stewardship is more than gratitude—it’s a chance to deepen engagement and lay the groundwork for meaningful, lasting impact.
From One-Time Gift to Lasting Legacy
Giving Tuesday may focus on immediate gifts, but its greatest value lies in connection. When you see it as the beginning of a conversation (not just a short-term return) you can turn a single day of generosity into the start of a lifelong relationship.
This year, look beyond the fleeting hashtag. Use the visibility, emotion, and data of Giving Tuesday to deepen donor relationships, plant seeds for future gifts, and remind supporters that while campaigns end, the spirit of giving endures.
This article was written by Endowment Development Services.
