Increasing your impact: Creating and measuring an effective #GivingTuesday campaign

#GivingTuesday is a global giving movement that encourages people and organizations around the world to give back the Tuesday after Black Friday and Cyber Monday. Since its inception in 2012, #GivingTuesday has helped increase the capacity of organizations to fundraise, engage donors, recruit volunteers, collaborate, and use today’s technology to share the impact of their work. Leaders in over 45 countries have worked with nonprofits and other actors to design and drive campaigns to raise resources, awareness and support for a variety of causes.

In this workshop, we’ll look at the key steps to planning a successful campaign. From setting your organization goals and objectives, to designing an effective plan to achieve those goals, this workshop will be a 90-minute strategy session for participants to practice campaign planning and explore ideas for #GivingTuesday.

It will also examine evaluation methods by looking at the different metrics and tools necessary to report on a campaign’s success. We will discuss how your campaign reinforces your organization’s ongoing fundraising strategy and communications, and how it can tell a bigger story about your organization’s impact, mission, and goals.

Learning outcomes

  • Participants will start the campaign planning process and explore ways to increase their impact through #GivingTuesday
  • Participants will explore different evaluation methods and how to measure the success of their campaign
  • Participants will practice connecting campaign measurement to their broader mission and how to leverage strategic campaigns to
    amplify their organization’s larger goals and brand

Who should attend: This session is geared toward leaders from a nonprofit, government or private sector organization who are responsible for initiating or leading community engagement, fundraising campaigns or social initiatives. Lessons learned from #GivingTuesday are applicable far beyond that one day.

Session style: This will be an interactive workshop. Participants will be asked to explore topics relevant to their current work, and to share experiences and ideas with the larger group.


Kait Sheridan (Hong Kong)
Director, digital strategy, Giving Tuesday
Woodrow Rosenbaum (Canada)
Owner, With Intent
Pushpa Aman Singh (India)
Founder and CEO, GuideStar India