Building Resilience on GivingTuesday: Turning Momentum into Year-Round Impact

GivingTuesday isn’t just a single giving day—it’s a catalyst for generosity, innovation, and resilience in the nonprofit sector. As Woodrow Rosenbaum (Chief Data Officer, GivingTuesday) and Carrie Cobb (Chief Data and AI Officer, Blackbaud) discussed in the recent GivingTuesday x Blackbaud Institute livestream, organizations have a unique opportunity to transform the energy of GivingTuesday into sustainable, year-round donor engagement.

The Rising Importance of GivingTuesday

In 2024, a record-breaking 36 million people participated in GivingTuesday initiatives, contributing $3.6 billion to causes worldwide. What’s even more remarkable is the donor retention rate: GivingTuesday donors return at a rate of 65%, compared to 52% for all donors. This loyalty is a testament to the lasting power of the movement and underscores the importance of nurturing these relationships for long-term success.

Resilience Through Data and Community

Thriving in today’s fundraising environment requires resilience, creativity, and adaptability. Federal funding cuts and increasing demands create hurdles, but nonprofits have untapped opportunities: recurring donations remain underexplored, and billions could be unlocked through deeper engagement with everyday donors.

Successful organizations emphasize donor retention, diversify funding streams, and innovate in engagement strategies to build sustainable futures. The report highlights important shifts: Gen Z’s median gift has doubled since 2019, Gen X is contributing more per gift, and baby boomers continue to lead in donation activity. By aligning strategies with these generational insights, nonprofits can foster long-term connections and secure meaningful support.

Maximizing Engagement with Smarter AI Tools

AI is helping nonprofits evolve by enabling smarter teamwork, personalized donor experiences, and predictive campaign analysis. Woodrow Rosenbaum stresses it’s not solely about efficiency but about creating greater impact.

There’s a risk here that we’re going to use these new technologies to do a bad job faster… If we use new technologies—AI in particular—to just deal with the current job faster, well, then we’re just going to see that trend accelerate.

Woodrow Rosenbaum
Chief Data Officer, GivingTuesday

With AI, organizations can detect at-risk donors, craft precise communications, and simulate outcomes, ultimately paving the way for meaningful donor relationships and innovative approaches to inspiring philanthropy.

Practical Tips to Strengthen Resilience

“You don’t need a massive overhaul to get started; you just need to have a targeted experiment. You need to spark that creativity and try something new, something that really solves a problem.” – Carrie Cobb

• Begin with Manageable Actions: Test small-scale ideas, refine them, and scale up to create significant, measurable growth opportunities.
• Focus on Recurring Donations: Position regular contributions as essential to building strong, sustainable results.
• Leverage GivingTuesday Energy: Use the day as a springboard for fostering lasting donor relationships and continuous engagement.
• Train and Empower Staff: Encourage innovation by integrating AI tools and data-driven approaches into decision-making processes.
• Set Precise Goals: Clearly defined, actionable objectives help campaigns succeed and pave the way for future achievements.

Plan your 2026 fundraising success with expert insights and proven strategies.

Access the GivingTuesday x Blackbaud Institute report for this full discussion and to dive deeper into donor trends, actionable tools, and innovative engagement methods.