Every year, nonprofits worldwide participate in Giving Tuesday, a global movement that encourages generosity and charitable giving. For theatres, it’s an opportunity to raise money, connect with supporters, and remind audiences why local performing arts matter.

But with thousands of organizations asking for donations on the same day, how can your theatre stand out?

Whether you’re raising money for new lighting equipment, funding an upcoming production, or simply keeping the ghost light on, a successful Giving Tuesday campaign requires more than a donation link and a few social media posts.

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1. Set a Specific, Achievable Fundraising Goal

Before launching your campaign, determine exactly what you’re raising money for. Instead of asking supporters to “help keep theatre alive” or a similar generic goal, consider a more specific goal, such as:

• Raising $2,500 to replace microphones.
• Funding college scholarships.
• Purchasing accessibility upgrades.
• Covering production costs for an upcoming season.

Specific fundraising goals help donors understand where their money is going and what their contributions can accomplish.

2. Tell Your Theatre’s Story

3. Start Promoting Before Giving Tuesday

One of the biggest mistakes theatres can make is waiting until Giving Tuesday to announce their fundraising campaign. Begin building awareness approximately two to three weeks beforehand.

Introduce your fundraising goal, explain how donations will be used, and share stories about your organization’s impact. You might also create a social media countdown, include an announcement in your email newsletter, or add a Giving Tuesday banner to your website.

By the time Giving Tuesday arrives, your supporters should already understand what you’re raising money for and why it matters.

4. Make Donating Easy

Before launching your campaign, review your website’s donation experience. Make it easy for people to donate. Some software companies like GiveButter and Zeffy keep fundraising and the user experience (UX) in one platform, so you don’t have to manage everything on your website.

Some things to consider for UX if you choose to use your own website:

• Is the donation button easy to find?
• Does the form work on mobile devices?
• Can supporters contribute without creating an account?
• Are there unnecessary steps?

Consider offering suggested donation amounts with examples of their potential impact.

For example:

• $10: Helps purchase supplies for rehearsals.
• $25: Contributes toward costume or prop materials.
• $50: Supports production equipment and technical needs.
• $100: Helps fund educational programming or accessibility initiatives.

Make sure these examples accurately reflect your theatre’s expenses and fundraising goals.

5. Encourage Your Theatre Community to Participate

Your theatre’s greatest advocates are often the people already involved in your productions. Invite board members, volunteers, performers, and production teams to share your Giving Tuesday campaign with their networks.

Provide ready-to-use graphics, suggested captions, and a direct donation link to make participation easier.

Participation should be encouraged rather than required. Not everyone uses social media, and volunteers already contribute significant time and energy to your organization.

You can also encourage supporters to participate through word of mouth, personal conversations, or emails instead of social media.

6. Explore Matching Donations

7. Share Updates Throughout Giving Tuesday

Don’t limit Giving Tuesday to a single social media post. Throughout the day, share campaign updates, celebrate fundraising milestones, and thank supporters for their generosity.

Your content might include:

• A morning announcement introducing your fundraising goal.
• A behind-the-scenes video showing what donations support.
• An afternoon update celebrating progress toward your goal.
• An evening reminder encouraging last-minute contributions.

Don’t feel obligated to post every hour. Focus on meaningful updates rather than overwhelming your followers with repeated donation requests.

Remember that email can be as important as social media, especially for reaching longtime patrons and previous donors.

8. Follow Up After Giving Tuesday

Your campaign doesn’t end when Giving Tuesday is over. Thank your donors, volunteers, and supporters for participating, whether or not you reached your fundraising goal.

Share how much your organization raised and explain what happens next. If your theatre raised money for a specific project, provide updates as that project progresses.

Bonus Tip: Consider Creating Your Own Day of Giving

Giving Tuesday is a great fundraising opportunity, but it’s not the only day your theatre can ask for support. With thousands of nonprofits competing for attention and donations, consider creating a unique day of giving for your organization. You can even tie it to a significant day in your theatre’s history.

Some examples:

1. A brand new theatre had its first opening night for a production of Mamma Mia! on October 4th, 2019. They could celebrate their anniversary with a day of giving on October 4th each year, or on 2/19, as a play on the year they were founded.
2. A theatre that has been around for 75+ years decides to do a special fundraiser every year on the date their 501c3 was approved (April 13th, 1950).
3. A theatre’s founding member, who was so passionate about theatre that his ashes are buried under the very stage he helped create, uses his birthday for an annual giving campaign (May 23rd, 1921).

Creating your own day of giving allows you to build a campaign around your theatre’s history, celebrate its accomplishments, and tell your story without competing with the overwhelming number of Giving Tuesday appeals.

You can even turn it into an annual tradition that your supporters look forward to!

Remember: You don’t have to participate in Giving Tuesday just because everyone else is doing it. Choose a fundraising strategy that fits your organization, your audience, and your resources.

Keep the Ghost Light On

And if your theatre doesn’t reach its fundraising goal? That doesn’t mean the campaign failed. Every new supporter, conversation, and donation can help strengthen your organization’s future.

Want more ways to help your theatre thrive?

From fundraising and marketing tips to free resources for community theatres, the Call Board delivers practical advice to help your organization succeed on and off the stage. Join 500+ theatre professionals and enthusiasts who receive the Call Board from Beyond Theatre Collective.