The Small Team’s Playbook for Giving Tuesday & Year-End (Canada)
(By Advocate Fundraising)
Every December, generosity spikes. For many Canadian charities, 20–30% of annual revenue arrives in the final few weeks of the year — and Giving Tuesday is the on-ramp.
If your team is small (or it’s just you), running a campaign can feel like “one more thing.” But skipping year-end is like closing your doors during your busiest hour. You don’t need a big machine — you need clarity, a short plan, and a few people moving in the same direction.
Why Run a Campaign at All?
Because donors are already leaning in.
December naturally puts generosity on people’s calendars — holiday giving, tax receipts, employer matches. A clear, respectful ask tied to a real outcome doesn’t add noise; it creates an easy way for supporters to do the good they already want to do.
A campaign also brings your whole organization together. Story, operations, board, volunteers — everyone pulling toward one shared goal. That alignment builds energy internally and trust externally. It says: we know what matters right now, and we’re ready.
Start Earlier Than You Think
“Early” doesn’t mean having everything designed by September. It means deciding the right things while you still have breathing room.
A few hours spent now saves days later. Three to six weeks out, choose one vivid why now (e.g., “$50 covers a newcomer child’s after-school snacks for a week; 75 families are waiting by Dec 31”). Pick one photo and one short story with consent. Sketch a two-week sprint for approvals. When life gets busy, you’ll thank past-you for making it easy.
Who to Connect With (and How)
You don’t need a giant CRM — just five groups and clear asks:
Existing donors (gave in the last 18 months): Lead with gratitude and an update. Invite them to help finish the year strong.
Lapsed donors (18–36 months): Re-open the door with a “here’s what your gift does right now” message. No guilt — just clarity.
New supporters (first-time givers, event attendees, newsletter sign-ups): Welcome them. Show how their first gift creates immediate impact.
Board and close volunteers: Ask for one small action — forward one email, post once, or share two names for outreach. Hand them copy they can paste in 60 seconds.
Community partners and funders: Share your outcome and timeline. Ask if they can amplify one post, match gifts for a day, or offer a small spotlight (e.g., “Our partner is stepping up with a $2,000 match on Dec 30”).
That’s your network map — influence beats audience size every time.
Build a Tiny Campaign Team That Fits You
Three people and a few volunteers can absolutely do this.
Owner of the outcome: Approves the story, owns the goal, clears bottlenecks.
Maker: Writes the emails and posts, builds visuals, updates the donation page.
Sender: Schedules emails and posts, double-checks links, replies to comments.
Volunteer “boosters”: Two to five allies who copy-paste your message into their own circles.
Give everyone a one-page brief — outcome, timeline, donor segments, donation link, and two FAQs. Clarity beats enthusiasm every time.
Keep It Low-Lift and Consistent
Here’s a six-week arc that you can compress if needed:
Weeks –3 to –2: Pick the outcome, choose the story and photo, draft 3–6 emails (for current, lapsed, and new donors), and update your donate page headline to echo the outcome.
Week –1: Load and schedule everything. Test links. Write alt-text. Confirm who approves within 24 hours.
Giving Tuesday: Send one morning email (“Will you help kick this off?”) and one short update later (“We’re 63% to today’s goal — here’s what that means”).
Mid-December: Send a friendly note to lapsed donors and a short impact update for everyone.
Dec 27–31: Two simple emails — one around Dec 28, one or two on Dec 31 (morning and a plain-text evening resend).
Jan 3–15: Three thank-you touches for new donors: instant receipt, a 72-hour photo update, and a day-14 “stay close” note.
You’ll reuse the same story, outcome line, and photo everywhere — cohesion without the burnout.
Email Is Your Backbone
Your list may be small — that’s fine. Segmentation still matters.
Current donors: “You kept this going — can we count on you again?”
Lapsed donors: “We miss you — here’s what your gift does today.”
New supporters: “Welcome — your first gift makes a real difference this month.”
Keep emails short, with one button high on the page. Resend to non-opens after 24–48 hours with a new subject line.
On social, rotate between value, proof, and offer:
A tip carousel (“3 December mistakes to avoid”).
A quote from your ED or a client.
A clear call to action using your outcome line.
Stories and reels do quiet, powerful work — progress thermometers, five-second “thank you” clips, Q&A stickers, behind-the-scenes prep. Keep it human, not slick.
Volunteers Amplify Everything
Recruit five “ambassadors” — maybe a board member, partner, or long-time donor.
Give each a simple mini-kit:
One email to forward.
Three captions to copy-paste.
One Story image.
A goal of five gifts (people, not dollars).
Check in once mid-December:
“You’re part of this. Thank you! If you can, post once this week or forward the short email below to two friends.”
That relational approach travels farther than algorithms.
Measure What Matters
Track what you’ll actually use: opens (25–35%), clicks (2–4%+), total gifts, and how many are first-time.
If a send underperforms, tweak one thing next time — subject line, first line, or button. Keep a short log (“Dec 27 subject line with outcome → higher opens”) so next year gets easier.
Add UTM tags to links and use a basic Google Sheet or Looker Studio view.
Ethics and Accessibility Aren’t Extras
They are trust.
Use strengths-based, consented storytelling. Avoid trauma imagery. Add alt-text to images. Choose high-contrast colours and large, tappable buttons. Include your registration number and contact info on the donation page. Name what a gift does without implying saviourism.
If your community includes Indigenous peoples or others for whom this season holds complex meaning, acknowledge that with respect. Center dignity over urgency.
If You’re Late — You’re Not Too Late
Breathe. A two-week sprint still moves the needle:
2 days to plan and gather one story/photo.
5 days to write 3–4 emails and 6–10 matching social posts.
1 week to schedule and launch with a mid-week resend.
You don’t need every bell and whistle — you need one clear outcome, consistent copy, and an easy way to give.
Do You Have to Do Giving Tuesday?
No. If your team’s tired, make it a spark, not the whole fire:
A morning email to kick off the season.
A day-end social post.
Then focus your real weight on Dec 27–31, when most donors finish giving. Momentum beats noise.
Bring It Back to Purpose
This isn’t about chasing a number. It’s about turning one part of your mission into reality before year-end — and inviting your community to be part of it.
Small teams keep this sector running. You deserve to fundraise with confidence, not exhaustion. When you plan early, connect intentionally, and focus on one clear outcome, December stops feeling like a scramble and starts feeling like a stride.
If you want to DIY, grab the free 2-Page Canadian Year-End Readiness Checklist and use it to map your next steps.
If you want it off your plate, Advocate Fundraising can plan, build, and run the campaign while you stay focused on mission.
Either way, don’t close your doors during your busiest hour — your community’s ready. You just need to open the path.
