Giving Tuesday is now 11 years old – and many churches have caught on that this can be a good way to encourage gifts as the year winds down.

Held on the Tuesday following Thanksgiving and “Cyber Monday,” Giving Tuesday reaffirms the joy of giving during a season of celebration. Giving Tuesday is set for November 28, 2023.

Some congregations receive extra gifts on Giving Tuesday from members who want to express their appreciation for their church – and yours can be one of those!

The theology of Giving Tuesday

Giving Tuesday has become a way to redirect energy away from acquiring stuff to improving communities and lives through generosity.

While Giving Tuesday is a secular day focused on non-profits, churches can benefit from participation, says Rev. Ellie Johns-Kelley, Ministry Relations Officer for the Allegheny and Chesapeake Region for the Presbyterian Foundation. “It’s a wonderful way as we are heading into Advent to take the focus away from materialism to investing in the ministries we love,” Johns-Kelly says. “It is an opportunity to participate in generosity and answer the call of God to meet the needs all around us, every day, including those served by our churches.”

Like Black Friday and Cyber Monday, Giving Tuesday comes just as we head into Advent, Johns-Kelly says. “It shifts us away from materialism to what Christmas is about – hope entering the world.”

Examples from PC(USA) churches

One church we’ve used as an example recently is First Presbyterian in Tarentum, Pa. Rev. Dr. Phil Beck works with his congregation to begin talking about Giving Tuesday well ahead of the big day.

What makes his church’s effort so successful is that thanks to a generous donor, he is able to offer a matching gift to all of the gifts that come in on Giving Tuesday. And that matching gift has grown over the years.

It builds a sense of excitement as members of the congregation give generously on that day – knowing that their gift will be doubled.

Five churches in Wisconsin used Giving Tuesday gifts to buy up medical debt through RIP Medical Debt. Those churches raised $15,000 together – which RIP Medical Debt used to buy back more than $2 million in medical debt owed by about 1,000 families in that local community.

Your church can designate the funds raised on Giving Tuesday for a specific cause, as the churches in Wisconsin did, or you can use the money for the mission and ministry already established by your congregation.

How to promote Giving Tuesday

About one month out from Giving Tuesday, announce that you’ll be accepting gifts on that day. You’ll need to hit all of the channels your church regularly uses for communication: announce from the pulpit, on social media, by email, in your printed newsletter, and whatever other ways you can.

Set a goal and communicate it. If you’ve never had a Giving Tuesday campaign, you might start out with a modest amount – with plans for more in the future. You’re setting a new habit for your congregation, and it may take time for your church to participate.

One successful tactic Beck’s church used was a text messaging reminder service with a link to allow people to give easily from their phones. Also let people know that your office will be open and ready to accept checks from members of your congregation (if you can). Beck also tells people they can donate ahead of the day by dropping a check in the offering plate (or collection box, if that’s what you have) and earmarking it for Giving Tuesday.

And of course, say thank you. It’s essential to report out the results to your congregation, and that every person who gives a gift is thanked. An email thank you to those who gave electronically is acceptable to most, but to those who you know like to receive mail, a thank you note is a wonderful way to ensure your donor knows their gift was received and appreciated.

You may wonder if people will give this instead of their regular gifts. Studies show that’s not the case – people step up and respond with extra when asked to do so – and if they can. Don’t be afraid to ask. You might be surprised by how generous your congregation can be.