Giving Tuesday email calendar.
Giving Tuesday is the Tuesday after US Thanksgiving, and it only works for brands that give something real. If you donate, say exactly how much and to whom, make the commitment before you email, and keep the message about the cause rather than the sale.
Key dates
- 2026: Tuesday 1 December
- 2027: Tuesday 30 November
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
After several days of sales, a message about giving can be a welcome change, but only if it is credible. Vague promises to give back are less convincing than a specific partner, amount or action.
It also carries legal considerations in some regions, so claims about donations should be accurate, documented and honoured.
Send plan.
1. 3 weeks before
Agree the commitment, the partner and the wording of the claim.
2. 1 week before
Confirm the arrangement in writing and prepare the email.
3. Tuesday morning
Send to engaged subscribers with a single, clear call.
4. Tuesday afternoon
Share a live progress update on the site or social channels.
5. Within 2 weeks
Send the result and confirm the donation was made.
Before you send.
- Put the donation agreement in writing before the email is drafted.
- Decide how and when you will report the result.
- Check that the cause or partner agrees to be named.
- Keep any discount codes out of the email and off the landing page.
- Prepare the follow up email in advance so it is not forgotten.
Segments to use.
- Customers who have engaged with cause related content
- Loyal customers who might prefer to give rather than shop
- Past donors if you have run a campaign before
Subject line ideas.
- What we are giving, and to whom
- Today is not a sale
- Join us in supporting one cause
- The results of last year, and what is next
More in the newsletter subject line library.
Common mistakes.
- Making a donation claim before the arrangement is in place
- Mixing a giving message with a discount code
- Failing to report the result
This is a planning structure, not a promise of results. Your offer, stock, list and shipping options decide what is right, so test and adjust.
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