AN ARTICLE FROM OUR PARTNER, DONORPERFECT.

GivingTuesday is one of Canada’s most significant days of charitable giving each year, with over $16.8 million raised by Canadian charities in 2025 alone. It’s important to develop a campaign that stands out—but before you start planning your messaging and design, begin by taking a closer look at what you already know about your supporters.

Your fundraising CRM can help you understand who to target, what to say, and where to prioritize your attention and resources during the busy giving season. October is a good time to make sure your data is ready to inform your GivingTuesday and year-end strategy.

1. Start with a clean foundation

Before you build campaign lists or write outreach, make sure your donor data is accurate and up to date. Check for:

• Duplicate records
• Bounced or outdated email addresses
• Returned mail
• Incomplete contact information

Clean data makes it easier to reach the right people and gives you a more reliable picture of campaign performance once gifts start coming in.

2. Prioritize your campaign audiences

Not every supporter should receive the same GivingTuesday message. Use giving and engagement insights to create a few meaningful segments, such as:

• First-time donors
• Monthly donors
• Lapsed supporters
• Previous GivingTuesday donors
• Major or high-capacity donors
• Volunteers or event participants who have not yet given

Rather than trying to create as many segments as possible, focus on identifying the groups where a more relevant message could make the biggest impact.

3. Look for signals in past behaviour

Your existing data can also help you spot opportunities before the campaign begins. Ask questions like:

• Who gave last GivingTuesday but hasn’t given since?
• Who consistently gives at year-end?
• Which donors have increased their support over time?
• Which channels drove the strongest response last year?
• Who might be ready to start a recurring gift?

These patterns can help you further prioritize outreach and determine how your GivingTuesday communications can support your broader year-end fundraising efforts.

4. Let your data shape your communications

Once you know who you’re talking to, adjust your message accordingly. For previous GivingTuesday donors, lead with a reminder of what their past gift helped accomplish. Monthly donors should understand the vital impact of their sustained support, while prospects for first-time giving should be able to see themselves reflected in your mission and values. Lapsed donors, on the other hand, may require a softer invitation for re-engagement before another ask.

The more closely your outreach reflects a supporter’s relationship to your organization, the more relevant the campaign will feel.

5. Decide what you want to learn

Before GivingTuesday, choose the metrics you’ll use to evaluate your campaign. These might include:

 

• Total dollars raised
• Number of donors
• Average gift size
• New donors acquired
• Performance by channel or donor segment

That information will help you adjust outreach during GivingTuesday and make smarter decisions through the rest of year-end.

Your nonprofit CRM is much more than a database. Used strategically, it can help you prepare a stronger campaign, understand your supporters more clearly, and learn what to do next.

Ready to put your data to work? Download DonorPerfect’s free guide, Nonprofit Giving Days, for more tools and strategies to help you plan, promote, and follow up on a successful campaign.