Over the past decade, Giving Tuesday has become a fixture in the nonprofit fundraising calendar. For many schools, especially in the early years of the movement, it felt like an opportunity too good to pass up.

And why not join in when the whole world is talking about generosity? Giving Tuesday has generated more than $18.5 billion in donations since its launch in 2012, and in 2024, a whopping $3.6 billion was donated on Giving Tuesday—a 16% increase from 2023’s total.

But giving days are evolving, and while some schools still see success by tapping into the buzz, others are starting to question whether bigger always means better.

We’re seeing a shift in how families are giving back to schools: some are tying their fundraising efforts solely to Giving Tuesday, while others are rethinking their approach and creating something that feels more meaningful and mission-driven; something that reflects their school community, not a day on the calendar.

Many advancement and communications teams are stepping back and asking a smart question: Could our giving day feel more like us?

We’re seeing schools create custom-branded giving days tied to their history, values, and school spirit. They’re designing campaigns that feel personal, community-led, and true to their mission.

The results are often stronger participation, better engagement, and a deeper connection between donors and the school they’re supporting.

This shift isn’t a choice between Giving Tuesday and your own campaign. More so, it’s about finding what works for your community, your calendar, and your goals. Because when giving feels authentic and aligned, people are more likely to raise their hand and their donation.

The Pros of Giving Tuesday for Schools

Let’s start with what makes Giving Tuesday work. For some schools, it still does.

There’s undeniable value in being part of a globally recognized day of giving. It brings visibility, urgency, and a sense of shared purpose that can inspire generosity across all sectors. When your families, alumni, and community members see posts from charities, schools, and businesses all rallying around a single message of “Give Back,” they’re more likely to join in, and that built-in momentum can be powerful.

For school advancement teams with limited time or staff, Giving Tuesday also offers a ready-made framework. The date's already on people’s radar, the social media hashtags are pre-populated and ready to go, and the media coverage helps reinforce the message.

There’s also a credibility factor. For donors who are newer to your school or haven’t yet re-engaged, Giving Tuesday can feel like a safe, familiar entry point.

But there’s a trade-off...

Because so many organizations participate, the space is crowded. Really crowded.

More than 36 million people participated in GivingTuesday in 2024, making #GivingTuesday the #1 trending hashtag on all social platforms.

So on Giving Tuesday, your school might be up against not only other local schools but also major global nonprofits, university alumni campaigns, and international charities with BIG marketing budgets. If a donor has one gift to give, it’s hard to compete for attention in inboxes, on social feeds, or on people’s mental to-do lists, even with a strong message.

And when every organization is using the same language (“Give now,” “Join us,” “Make a difference,”) there’s little room for your school’s specific voice or story to shine through.

That matters, because what makes someone give to your school isn’t a generic call to action—it’s your students, your mission, and your community. When that message gets watered down in a sea of other causes, the personal connection that drives giving can seem diluted.

Keep Reading: Giving Tuesday Ideas for Schools | 9 Tips for a Successful Campaign

Timing can be another challenge. Giving Tuesday typically lands right after a long holiday weekend, during a season when families may already be feeling stretched—financially and emotionally. For schools managing multiple winter events, report cards, or year-end giving campaigns, it can feel like just. one. more. thing...

So, is Giving Tuesday bad? Not at all, especially when schools use it to kick off a longer campaign or introduce new donors to their mission.

But as more schools look for ways to differentiate, connect more meaningfully, and build long-term giving traditions, Giving Tuesday is starting to feel like just a tool rather than the whole strategy.

Keep Reading: Increase #GivingTuesday Donations: A 6-Step Guide for Success

Branded Giving Days Are Gaining Traction

When a giving campaign is built around your school’s identity, the vibes shift. Donors stop seeing it as a one-off ask and start feeling like they’re part of something meaningful. That’s the power of a branded giving day.

More schools are moving away from the “everyone else is doing it” model of Giving Tuesday and instead asking: What giving event would feel right for us?

That question opens the door to creative, mission-aligned campaigns that connect on a much more personal level.

Take Founders Day, for example. It’s more than a fundraising event, and it’s a chance to celebrate the school’s history, reflect on how far the community has come, and invite donors to help shape what’s next. That emotional connection entices people to give because they believe in your future, and they’re moved by your story.

Other schools have launched themes tied to their values, traditions, or calendar.

• Catholic schools often plan around “Mercy Week” or Saints Days. 
• Schools with strong visual identities run campaigns like “Falcon Day of Giving”
• Others open their hearts (and wallets) around Valentine’s Day with a “Show Your School Some Love” theme.

As part of its larger mission of community support and service, Capitol Hill Day School’s Founders’ Day encourages families to give back to the larger community by volunteering and donating their time.

The Frederick Gunn School holds an annual giving event called "I ❤️ Fred." The challenge, which started in 2017, encourages students, faculty, and staff to participate in giving back to The 1850 Fund and educates students on the importance of investing in the school community. It typically takes place annually, and participants are encouraged to share reflections, photos, and stories with #IHeartFred175 on social media.

With a branded day, your team has the freedom to set the tone, theme, and schedule. You're not competing for attention, but rather, owning the message.

That freedom can be especially valuable when your goal isn’t focused on raising dollars. A branded giving day gives you space to celebrate your students, spotlight faculty, share impact stories, and reinforce your mission, all while encouraging participation.

That’s harder to do on a day like Giving Tuesday, where attention spans are short and the pressure to raise funds fast can crowd out storytelling.

Branded days also create opportunities to build new traditions. Just like Blair Academy’s Day of Giving, when the giving day for your school becomes an annual event, families and alumni start to look forward to it: they remember last year’s goal, they know what to expect, and they want to be part of it again and again. 

St. Mark’s Giving Day provides the entire St. Mark’s community a day to celebrate its collective pride and support the school by making gifts to its annual fund. A helpful FAQ section and ambassador toolkit empower others to give with confidence—a nice, branded touch!

Miriam School and Learning Center’s 24 hours of giving supports its mission, and with a branded toolkit for its community to leverage, it’s a great way to encourage others to make an impact.

Keep Reading: How to Run a Successful Giving Campaign for Your School

Which is a Better Fundraising Idea for Your School?

Should your school participate in Giving Tuesday or create your own branded giving day? The answer? It depends. (Don’t you hate that answer?)

There’s no one-size-fits-all approach to a successful giving day, but that’s actually a good thing. What works for a large boarding school with a long history and a global alumni base might not work for a small K–8 day school with mostly local families.

The best approach is the one that fits your audience, your goals, and your internal capacity.

When Giving Tuesday might make sense:

• You’re short on time or staff and need a ready-made campaign framework
• You want to ride the wave of a well-known day and reach casual or first-time donors
• You’re looking to test a giving campaign for the first time and build on it later

When a branded giving day might serve you better:

• You want full control over your timing, theme, and messaging
• Your community responds more to school pride, traditions, or mission-based storytelling
• You’re aiming to grow long-term participation and donor relationships—not just hit a number

Some schools do both—and do them well. For example, you might use Giving Tuesday as a soft launch to build awareness or share impact stories leading up to your own giving day later in the year.

Or flip it! Use your branded, custom day in the spring or around a school milestone, and participate in Giving Tuesday with a smaller campaign focused on gratitude or volunteerism.

What’s important is to be intentional. Give your community a reason to give that feels personal and make the timing work for your calendar and your capacity. And most of all, tell a story that reflects what’s special about your school. Remind people why your mission matters and how they can help support it.

Key Takeaway

Whether your school is rallying donors on Giving Tuesday or building a campaign all your own, the most effective giving days have one thing in common: they feel authentic.

You don’t need a trending hashtag to create impact. You need connection, and when your giving day is aligned with your school’s voice, values, and community, whether it’s on Giving Tuesday or not, that’s when donors step up.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.