A giving day communications plan coordinates the purpose, audience, messages, and follow-up for a concentrated fundraising campaign. Start with one clear action and a verified destination, then give each channel a specific role rather than repeating the same appeal everywhere.
This two-week calendar is a planning template. Adapt it to your audience, communication permissions, staffing, and actual campaign terms. More messages are not automatically a better plan.
Before the calendar begins: agree on the brief
Document the purpose, primary audience, campaign owner, giving destination, start and end times, and what a completed action means. Confirm who approves copy and who responds to questions. If there is an Impact Partner-funded challenge or employer match, obtain the actual eligibility, limits, and timing before mentioning it.
amp. connects campaign pages, email, text, and attribution. Build the plan around one consistent campaign identity so supporters recognize the request wherever they meet it.
Days 14–10 before: explain the need
Introduce the purpose with a specific, approved example. Tell people what is planned and when they can participate. Equip staff and ambassadors with the same short explanation so your community hears a consistent story.
On [date], our community is coming together to support [purpose]. We will share how to participate and what your support can help make possible. Learn about the campaign here: [verified page].
Use an existing audience relationship rather than adding contacts simply because their information is available. Give each channel an owner and keep an approval record for the final message.
Days 9–5 before: make participation clear
Explain the giving choices, the destination, and any real deadline. Publish answers to the questions your team is hearing. If supporters are confused about round-ups and fixed gifts, link to the guide to round-up giving and monthly donations rather than squeezing a complex explanation into a slogan.
Ask ambassadors to use their approved links and the current message. The ambassador program playbook can help clarify their role and keep outreach coordinated.
Days 4–1 before: test and prepare
- Open every link on a phone and confirm the campaign destination.
- Check dates, time zones, goal language, and any match terms.
- Confirm staff coverage for replies and payment questions.
- Prepare launch, progress, and thank-you messages in advance.
- Define which completed actions should stop further reminders.
- Decide who can pause communications if the giving flow has a problem.
Prepare a factual update for a missed goal or a delayed result, too. The team should not have to improvise pressure or invent urgency when the day becomes busy.
Giving day: communicate what is true now
Send the launch message, monitor replies, and share progress only when the figures are verified. A match that has ended or reached its cap should not remain in active promotional copy. Use txt. for appropriate opted-in text conversations where a timely message is useful, with the approved channel controls in place.
Our giving day is underway. Support [purpose] through [verified link]. [Add only current, confirmed deadline or challenge details.] Thank you for considering a role in this effort.
Days 1–3 after: close the loop
Thank participants and label preliminary results as preliminary. Explain the next mission-related step and when a fuller update will follow. Separate money pledged, collected, and received rather than calling every number raised.
Use the giving program scorecard to review completed actions by channel, unresolved questions, and staff workload. Keep the strongest lessons for the next campaign while the experience is fresh.