How to maximize DAF giving on GivingTuesday

What if your GivingTuesday campaign could raise more money—without adding a single new donor?

For many nonprofits, the answer lies in donor-advised funds (DAFs). DAFs are the fastest-growing ways people give. And, with more than $250 billion already committed to giving as of the end of 2023, DAF fundraising is an untapped opportunity for many nonprofits gearing up for GivingTuesday. By preparing now, organizations can make sure DAF donors feel included and inspired to give on December 2 and beyond.

Why DAF giving matters on GivingTuesday

GivingTuesday is designed to spark giving, and DAF donors are the most generous when they see a clear invitation.

• GivingTuesday creates urgency: DAF donors don’t need to be convinced to give their money. Their charitable funds have already been irrevocably committed to philanthropy and can only be used to donate to nonprofits. A collective day of shared generosity creates a high-impact and time-sensitive call to action with those ready funds.
• Most DAF donors give outside their DAF: Even after establishing DAF accounts, these donors continue to give regularly outside their DAFs. The DAF Research Collaborative’s DAF Donor Survey of over 2,100 people found 88% give outside of their DAF. In a Giving Compass DAF Donor survey, 37% shared they didn’t use their DAF on their most recent gift, and one donor said, “I often forget that it’s there.” Making DAF giving options more visible and seamless in your GivingTuesday outreach helps close that gap.
• Donors are more generous when they use their DAF: The 2025 DAF Fundraising Report found that when a donor switched from non-DAF to DAF giving, their support to the same organization increased 10 times on average. An invitation for DAF giving on GivingTuesday is an effective way to engage these donors and keep your organization top of mind for their next gift.
• DAF Donors are loyal supporters: Another key finding of the DAF Fundraising Report is that 20% of DAF donors made at least two gifts per year to the same nonprofit—and those gifts are 26 times as large than non-DAF gifts on average. Even if they’ve already given to your organization, or typically give at yearend, it’s still important to include them in GivingTuesday outreach and give them that opportunity as well.

Lessons from DAF Day 2025

Like GivingTuesday, DAF Day is an international giving day, but dedicated specifically to increasing DAF usage. It takes place on the second Thursday of October (this year it was October 9) and in its second year, included more than 4,400 participating nonprofits, representing a fourfold increase from 2024. Learnings from DAF Day provide an important blueprint for how to best engage DAF donors in other collective giving moments.

DAF Day is one of the clearest demonstrations we have of DAF donors’ interest in more collaborative giving, responsiveness and appreciation for solicitation that speaks to their giving preferences. Nonprofits can earn a lot of trust and good will with DAF donors by demonstrating their familiarity with and appreciation of DAFs.

How to generate more DAF giving on GivingTuesday

Make DAFs visible in every channel

Make sure to remind donors to use their DAFs in all your GivingTuesday outreach (emails, social posts, direct mail, event scripts, etc).

Include DAF giving in your “Ways to Give” page, and list your EIN and legal name where donors can easily find them when making a DAF grant recommendation.

Check if your fundraising platform has DAFpay as a payment option. That way, even if a DAF donor goes to make a credit card gift, they’ll have an intuitive way to use their DAF instead for a larger gift, right in the checkout flow. This is an effective way to “find” DAF donors among your existing supporters.

Segment and personalize outreach

Identify donors who have previously given through a DAF and personalize outreach for DAF giving on GivingTuesday. Calling out the fact that they used a DAF previously, mentioning the specific provider (e.g., Fidelity Charitable), shows that you’re paying attention and makes for a compelling invitation.

But don’t limit your DAF messaging to known DAF donors. Include DAF messaging in all outreach, and don’t leave mid-level and major donors out.

Get more momentum with a match

Matching challenges are highly effective motivators to donate during events like GivingTuesday. Collaborate with a board member or major donor to underwrite a match, and emphasize DAF giving as a chance to activate greater impact.

Train your team and prepare your systems

Make sure staff know how to identify DAF gifts, record them accurately in your database, and thank donors promptly. Aligning early on tasks minimizes last-minute confusion and helps you better steward those high-value supporters.

Miscrediting DAF gifts is one of the most common database errors, which can really jeopardize those donor relationships. Standardizing how your team records these gifts can prevent headaches down the line in stewardship and reporting.

Make DAFs a priority this GivingTuesday

In a fundraising environment that can feel increasingly challenging, DAF fundraising is growing exponentially and still underutilized by many nonprofits. New research and sector-wide initiatives show nonprofits that embrace and prioritize DAFs are reaching more donors, building stronger relationships, and raising more money for their missions.

Promoting DAF giving on GivingTuesday presents the perfect opportunity to test, learn, and advance your DAF strategy—no matter your starting point.

Photo credit: Courtesy of Chariot