How To Execute a Successful GivingTuesday Campaign – Higher Ed Careers

In this HigherEdCareers interview, the director of donor experience at the Council for Advancement and Support of Education (CASE) speaks with HigherEdJobs’ Andrew Hibel about how to maximize your organization’s GivingTuesday efforts.

Andrew Hibel, HigherEdJobs: Part of CASE’s mission is to “equip communities of practitioners to act effectively and with integrity to champion the success of their institutions.” GivingTuesday is a prime time for colleges and universities to engage alumni in giving back. What guidance can you offer to our readers who may be involved in GivingTuesday efforts to help them plan and execute effective campaigns (this year and in the future)?

H. Ryan Steele, Director of Donor Experience, CASE: GivingTuesday is a valuable opportunity for institutions to engage their alumni and inspire meaningful giving. At CASE, we are dedicated to empowering advancement professionals — the very individuals who champion these deep connections with alumni and the community at large. Our GivingTuesday campaign, 50 & Forward: CASE Week of Giving, celebrates 50 years of CASE and encourages giving forward to support the advancement community itself. Giving to CASE through this campaign provides resources, professional development, and networking opportunities that directly support advancement professionals — including those leading their own GivingTuesday campaigns at institutions around the world.

For institutions planning their GivingTuesday efforts, here are some key strategies we recommend:

• Connect Back to Your Mission: Highlight how alumni giving directly supports your institution’s values and goals. Whether it’s scholarships, research, or community programs, make the case for why their gifts matter now.
• Emphasize Storytelling and Impact: Share compelling stories of how past contributions have made a tangible difference. Alumni love to see the real impact of their generosity.
• Foster a Sense of Community: Just as our 50 & Forward campaign invites donors to give back to the profession that has supported them, create a sense of belonging and shared purpose. Recognize your donors as integral to your community’s success.
• Utilize Peer-to-Peer Engagement: Encourage alumni to spread the word among their networks. Peer testimonials can be a powerful motivator and a way to extend the reach of your organization’s efforts.
• Plan for Long-Term Engagement: Use GivingTuesday as a launchpad for ongoing connections. Follow up with donors to show the impact of their gifts and keep them engaged throughout the year.

At CASE, we believe in equipping practitioners to not only be effective but also inspire a culture of giving that extends far beyond a single day. As advancement professionals champion their institutions, strategic and community-focused GivingTuesday campaigns can amplify their impact and build a lasting culture of philanthropy. We recognize excellence for giving days through our annual Circle of Excellence awards program as well, so members can learn from one another.

Hibel: What are the components of a strong GivingTuesday campaign?

Steele: A strong GivingTuesday campaign requires thoughtful planning and strategic investments to create lasting impact. It’s not just about one day of giving but about laying the foundation for ongoing engagement and a culture of philanthropy. Here are some key components to consider:

• Invest in Your Team: Start by strategically investing in your advancement staff across all disciplines, including alumni relations, marketing and communications, and fundraising. Hiring and resourcing the right people is crucial for a successful day of giving, as well as your longer-term success.
• Engage Alumni of All Ages: Make connecting with alumni of all generations a priority, with a special focus on younger alumni. Take youth seriously as givers and volunteers by understanding their perspectives and developing communication strategies that resonate in the digital age.
• Stand Out in a Crowded Digital Space: Differentiate your message with:
  • Compelling, human-centered stories
  • Messaging tailored to specific needs, avoiding a one-size-fits-all approach
  • Clear and compelling calls to action
• Test Your Messaging: Use A/B testing for emails, social ads, and print materials to measure effectiveness and optimize your strategy.
• Create Excitement and Multiple Avenues for Participation: Build anticipation and offer various ways for alumni to engage, making participation accessible and appealing.
• Continue the Conversation Beyond GivingTuesday: Follow up with donors to show the tangible impact of their contributions and maintain meaningful engagement.

Ultimately, while GivingTuesday is a powerful moment to inspire generosity and engagement, it is just one important day within a broader, year-round culture of philanthropy. The impact of this day should be felt in continuous connections and demonstrating to donors how their support drives the institution’s mission forward.

Hibel: What about individual departments across campus? How can they promote giving on their social media channels or among their alumni (outside of centralized efforts the university advancement team may be making)?

Steele: Advancement work should be a campus-wide effort, with every department and discipline playing a role in promoting a culture of giving. To make the most of social media efforts, departments should collaborate closely with and utilize the expertise of their central marketing and communications teams. As essential members of the advancement community, these professionals are uniquely equipped to provide best practices, high-quality graphics, and guidance on effective messaging to ensure departments reach their unique alumni and audiences.

Coordinated efforts between departments and centralized advancement allow for the ability to capitalize on unique opportunities while “speaking” with the same institutional voice. Alone we can go faster, together we can go further.

Hibel: Are there any new techniques/strategies you encourage advancement professionals and others on campus to use?

Steele: While GivingTuesday is often focused on raising financial contributions, it’s also an excellent opportunity to engage alumni in meaningful ways across all disciplines. We encourage institutions to view GivingTuesday not only as a day to inspire generosity but also as a chance to strengthen connections with alumni through volunteerism, mentorship, event participation, and other forms of engagement. By offering a diverse array of opportunities, institutions can identify those that resonate most deeply with their alumni’s interests and expertise. By engaging alumni holistically — beyond financial giving — institutions can foster stronger, lifelong connections that enrich their community and support their mission year-round.

Hibel: GivingTuesday has become a well-known and cherished movement over the years. What are your thoughts on the day and why is it so important — from both a fundraiser and donor perspective — to get involved?

Steele: GivingTuesday is more than just a day; it serves as a powerful symbol of an institution’s commitment to its mission and a donor’s dedication to making a difference. It creates a

unique space where individuals of all giving levels can contribute meaningfully, reinforcing the idea that we can all play a part in philanthropy. This inclusivity lies at the heart of building a sustainable culture of philanthropy — one where generosity and engagement are celebrated year-round, not just on a single day.

GivingTuesday provides a great platform for positive messages of giving and the impact it creates to be highlighted around the world.

At CASE, we recognize that creating a culture of philanthropy requires more than just participation — it calls for advocacy. We help lead the Charitable Giving Coalition (CGC), a coalition focused on expanding and preserving the charitable tax deduction. This work is largely driven by Brian Flahaven, vice president of strategic partnerships, who also serves as chair of the CGC. As the recent U.S. elections set the stage for significant tax reform in 2025, CASE and the CGC are committed to working with Congress to restore a charitable deduction for non-itemizers, ensuring all Americans, regardless of income, have an incentive to give more to educational institutions and other charities serving their communities. By advocating for policies that empower all donors, we help secure a future where philanthropy thrives, making GivingTuesday and every day an opportunity for meaningful impact.

Hibel: What is the story behind the CASE’s GivingTuesday campaign, 50 & Forward? Also, how does a campaign like this help amplify GivingTuesday efforts?

Steele: The story behind CASE’s GivingTuesday campaign, 50 & Forward, reflects our ongoing commitment to advancing education. This campaign celebrates CASE’s 50-year legacy while looking ahead to the future, focusing on empowering advancement professionals who are passionate about philanthropy, their institutions’ missions, and the transformative power of education.

Furthermore, our GivingTuesday efforts support the professional development of those who make a difference every day — building relationships, championing the value of education, and ultimately transforming lives and society. A campaign like 50 & Forward amplifies the spirit of GivingTuesday by aligning it with CASE’s mission and showcasing the impact that a strong advancement community can have, not just within their institutions, but across society as a whole. Through this campaign, we’re not only fostering a culture of philanthropy but also demonstrating how collective action can create lasting change.

Key points about 50 & Forward:

• The campaign runs from November 26 to December 3, aligning with significant dates in CASE’s history, including the signing of its articles of incorporation (November 26), the start of its operations in Washington, DC (December 2), and concluding on Giving Tuesday (December 3).
• Donations support the Future Fund, which focuses on scholarships, talent development, capacity building, and harnessing emerging opportunities within the advancement profession.

What to know about giving to CASE:

• It’s a gift to education, multiplied. Philanthropic support for CASE goes well beyond an investment in a single institution. A gift to CASE is an investment in people who help power the institutions solving the world’s most pressing issues. By powering our movement, your support opens more people and communities to the transformative benefits of education.
• A gift that provides opportunity. CASE is all about opportunities. Through giving to CASE, you’ll provide opportunity in many ways: An opportunity for emerging professionals to experience their first CASE program, an opportunity for an under-resourced institution to access valuable learning resources, and an opportunity for students around the world to fulfill their potential as CASE supports advancement professionals in securing millions of dollars for aid and student success.