Fundraiser’s Corner: The Story of #GivingTuesday in 40 Subject Lines

By Kathy Swayze

December 6, 2018

#GivingTuesday was bigger than ever this year – raising $380 million from 3.6 million donors.  What were the Trends this year? #GivingTuesday started earlier and lasted longer, with many organizations sending emails a week or more in advance and a few days after the actual giving day.  #GivingTuesday went social, spurred by a $7 million Facebook match. #GivingTuesday was all about matching gifts with many organizations offering double and triple matches for all gifts made that day. We’re inspired by this global giving day that celebrates our capacity to care for and empower one another.

Here’s a view of this year’s #GivingTuesday through a sample of 40 subject lines I saw in my own inbox:


11/20 – 11/22

A mix of asks and Thanksgiving thank you messages

1.     Foster healing arts this Giving Tuesday

2.     Giving Tuesday is Just One Week Away

3.     Celebrating You

4.     With Gratitude

5.     We are thankful for our friends

6.     Happy Thanksgiving (8 versions of this)

7.     What are you thankful for?

11/23 Black Friday

8.     We’ll Double Your Black Friday Gift

9.     Things that Matter

11/24 and 11/25

Very little activity on the Saturday and Sunday after Thanksgiving

11/26 #GivingTuesday Eve

10.  Early Bird Challenge Grant for You

11.  Cyber Monday – make a gift

12.  Match Your Gift for #GivingTuesday

13.  Why Wait ‘til #GivingTuesday

14.  Giving …Monday?

15.  For #GivingTuesday…Support X Org

16.  #GivingTuesday Eve

17.  Tomorrow is #GIvingTuesday

18.  #StandWithUs

11/27 #GivingTuesday

19.  Your #GivingTuesday Match Status

20.  Video message from our clients

21.  Happy #GivingTuesday

22.  A #GivingTuesday gift for you

23.  Today is the Day

24.  #GivingTuesday

25.  What #GIvingTuesday is Really About

26.  Today is the day to show your love

27.  #Thank you Tuesday

28.  24-hour goal

29.  Your gift is doubled now

30.  #GivingTuesday Triple Match

31.  There’s Still Time to Act  (4 variations of this)

32.  Trying to Reach You

33.  Gifts Doubled Until Midnight

11/28 and 11/29  The days after 

Mostly thank you, reporting back messages but some additional asks.

34.  The spirit of giving carries on

Opening line: It might be Wednesday but the spirit of #GivingTuesday carries on

35.  My personal thank you

36.  You made #GivtingTuesday great

37.  We’re grateful

38.  It’s not too late

39.  Giving Tuesday Success

40.  Wow! You made #GivingTuesday great

— Kathy Swayze

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