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Ep. 40 | Mastering Giving Tuesday: Insights from Nonprofit Nerd’s Kelly Hernandez

In this episode of Beyond the Donation, host Matt Bitzegaio is joined by Kelly Hernandez, CEO of Nonprofit Nerd. She shares her extensive experience and knowledge of nonprofit marketing and fundraising.

The discussion focuses on the significance of giving days, especially GivingTuesday, and strategies for nonprofits to effectively plan, execute, and capitalize on these campaigns. Key topics include the importance of storytelling, setting realistic goals, leveraging matching gifts, and following up with donors post-campaign. The episode provides actionable advice and tools to help nonprofits enhance their fundraising efforts and build stronger donor relationships.

00:00 Introduction to Beyond the Donation

00:29 Meet Kelly Hernandez: CEO of Nonprofit Nerd

00:59 The Journey to Nonprofit Marketing Nerd

02:50 Understanding Giving Days and Giving Tuesday

04:38 Planning and Preparing for a Successful Giving Day

09:11 The Importance of Matching Gifts

10:47 Crafting Compelling Stories for Giving Days

14:10 Engaging Donors and Post-Giving Day Strategies

16:59 Tools and Platforms for Effective Giving Days

19:15 Final Thoughts and Contact Information

To Connect with Kelly:

Website | YouTube Channel

To Connect with Beyond the Donation Podcast:

BTD Podcast | DonorDock LinkedIn | Matt LinkedIn

How much do nonprofits raise on GivingTuesday?

U.S. nonprofits collectively raised over $3 billion on GivingTuesday in recent years, with online giving accounting for the majority. For an individual organization, GivingTuesday performance depends on planning lead time, donor segmentation, and the strength of a matching-gift partner. Growing nonprofits that start preparing in September, secure a 1:1 match by mid-October, and run a multi-channel appeal (email, text, social) typically see GivingTuesday outpace any other 24-hour window in their year.

Last updated

April 28, 2026

What share of online giving happens in December?

Roughly 30 to 40 percent of annual online one-time gifts are concentrated in December, with GivingTuesday alone driving an estimated $3.6 billion in U.S. giving in 2024 (up 16% year over year). That concentration is why a focused Q4 plan beats running new ideas every day. Lock your campaign spine, segment 5 to 7 audiences, tighten your giving page, and pre-schedule your GivingTuesday touchpoints so December momentum compounds instead of fragmenting.

Last updated

April 25, 2026

How do you run a multi-channel year-end appeal without burning out?

Build one campaign engine with swappable parts instead of five separate campaigns. One core message answering what's happening, what we do, what donors can do. One anchor story (one person, family, or moment) reused as the letter, email series, landing page, and social captions. Two to four push moments. Channels matched to where your donors actually engage — not where you feel guilty for being absent.

Last updated

April 25, 2026

How do you secure a match partner for a year-end campaign?

Secure a match partner by starting close to home, not with cold corporate outreach. Approach board members, long-time donors, or local business owners who are already mission-aligned — a personal pitch from your ED to one well-known supporter has a much higher conversion rate than a generic ask. Lock four parameters in writing: the ratio (1:1, 2:1, or 3:1), the cap ("up to $50,000"), the timeline (start and end dates), and the purpose (what specific outcome the match unlocks). Donors give to impact, not to numbers.

Last updated

April 25, 2026

Author

Sarah O'Brien

Marketing and Outreach Manager

Last updated:

April 29, 2026

Written by

Sarah O'Brien

Marketing and Outreach Manager

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