5 GivingTuesday nonprofit storytelling examples to try this year
People connect through stories long before they connect through donation forms or hashtags. That’s why GivingTuesday, right after Black Friday and Cyber Monday, ends up being such a powerful moment for nonprofits every year. It kicks off the holiday season with generosity, and the stories you share on this global day can shape your whole GivingTuesday fundraiser.
Whether you’re part of a small nonprofit organization or managing a national initiative, strong storytelling gives your supporters something to feel. Something to act on.
Below are five GivingTuesday nonprofit fundraising storytelling examples that have actually worked, and can help set your own GivingTuesday online fundraising platform up for a stronger holiday season.
Why storytelling matters on GivingTuesday
With the holiday season beginning, people are already thinking about positive change, acts of kindness, and ways to support the causes they love. And donors don’t just give because a nonprofit asks — they give because something in the story reminds them of themselves, someone they care about, or a moment they lived through.
Good storytelling brings your mission to life. It creates a personal connection that a donation page alone usually can’t. And with social media moving fast on GivingTuesday, a story that hits the heart can ripple far beyond your usual network in real-time.
So as you prepare your GivingTuesday fundraising efforts, think about the moments, faces, and voices that shaped your work this year. Those are the stories people remember.
Let’s look at five examples that nail it.
1. Start with one individual
The Karam Foundation did something simple and incredibly effective. Instead of starting with statistics or a long explanation of their initiatives, they introduced supporters to one person: Kifah.
Kifah and her family escaped Syria, fled to Turkey, and rebuilt their lives with support from the organization. The story didn’t rush. It let you sit with her experience — school, safety, a second chance — and then widened the lens to explain how many others have been helped the same way.
They paired the story with a short video featuring additional voices from their community. When someone sees a face, hears a name, and learns a bit about a person’s life, donating becomes a natural next step.
Why it works:
- It creates closeness. Not in a flashy way, just a human way.
- Supporters can immediately understand why the organization matters because they’re seeing the mission through one person’s eyes. Crowdfunding and peer-to-peer fundraising work best when people feel emotionally anchored, and this approach makes that incredibly easy.
2. Show your work and the impact behind it
Charity: water is known for strong storytelling, but one GivingTuesday example stood out. They wrote a blog post about their “biggest GivingTuesday yet,” and rather than overexplain, they focused on two major milestones:
- A $2 million match from the Gates Foundation
- Progress updates on a water project in Rwanda
They offered visuals, updates, and even a behind-the-scenes look at how donors’ contributions were being used.
They also frequently highlight founder Scott Harrison’s personal story, including how he left the nightclub world, witnessed the water crisis firsthand in Liberia, and redirected his life toward advocacy and nonprofit work. People share those videos because they feel honest.
Why it works:
- It gives potential donors something solid. Something they can picture.
- People like knowing where their GivingTuesday donation is going and why a specific amount matters. Showing the work — literally — builds trust and strengthens your GivingTuesday fundraiser’s credibility.
3. Let supporters help you spread the word
The Leukemia and Lymphoma Society (LLS) made GivingTuesday easier for everyone by creating an entire digital toolkit. It included sample posts, visuals, hashtags (#CancelBloodCancer and #GivingTuesday), and simple instructions anyone could follow.
Supporters didn’t have to guess what to say or how to promote the fundraiser. They could post on their preferred social media platforms (Facebook, Instagram, LinkedIn) using the ready-made content LLS provided. All they had to do was copy, paste, and share.
Why it works:
- People want to help, but they also want it to be easy.
A toolkit removes friction. And because everyone shares consistent visuals and messaging, it amplifies your GivingTuesday fundraiser across the internet. Think of it as community members-powered content marketing. - If your nonprofit organization wants more advocacy on GivingTuesday, this is a strategy worth replicating.
4. Build a GivingTuesday page that keeps things simple
The American Red Cross created a GivingTuesday landing page that did exactly what supporters needed:
- Showed clear donation amounts
- Explained what each amount provides
- Kept the layout clean
- Added a short video
- Included FAQs and quick-share buttons
One detail stood out: they told supporters that $25 could supply five blankets to a family who lost their home. No guessing. No vague promises.
Why it works:
- When people understand the impact behind specific donation amounts, they’re far more likely to give.
- And the clean layout matters, too. During the holiday rush (and while people scroll between Black Friday and Cyber Monday deals), supporters won’t stick around if a page is cluttered. This one felt understandable at a glance, which is exactly what a successful GivingTuesday needs.
5. Say “thank you” like you mean it
The Arthritis Foundation used GivingTuesday to highlight someone special: Carson, their 2019 National Youth Honoree. Instead of asking for donations first, they shared gratitude — real gratitude — for the impact donors already made.
Then they showed exactly how support helped kids like Carson live fuller, healthier lives.
Their GivingTuesday story read like a letter, not a sales pitch. Supporters weren’t just thanked, they were seen.
Why it works:
- People are more likely to give again when they feel appreciated.
- A heartfelt thank-you can strengthen long-term relationships, encourage recurring donations, and remind supporters they’re part of something bigger. Sometimes gratitude is the story.
Creatively tell your nonprofit’s story
Storytelling isn’t limited to a blog post. Videos, photos, livestreams, peer-to-peer fundraising, social media efforts, hashtags, and even quick testimonials can bring your mission to life.
Make your GivingTuesday effort personal. Show progress. Highlight moments of hope. Let supporters see themselves in the work you’re doing.
And if you need inspiration for fundraiser ideas, fundraising goals, or how to structure your GivingTuesday email or donation page, we’ve got tools for that, too.
Start a GivingTuesday fundraiser for your nonprofit this holiday season.
Let your story spark a ripple effect of generosity.