35 Hours of Giving Planning Guide
35 Hours of Giving is May 5–6, 2027. This guide will help you plan your campaign, get your board and supporters involved, and make the most of the 35-hour event.
You do not need a complicated campaign plan to participate successfully. Focus on the people who already care about your organization, give them clear ways to get involved, and start communicating early.
Start With Your Goals
Before you start planning emails and social media posts, decide what you want to accomplish. Your goals do not have to be financial. 35 Hours of Giving can also help you reach new donors, introduce more people to your organization, and build long-term support for your endowment.
Questions to consider
- What is your fundraising goal?
- How many donors would you like to reach?
- How many new donors would you like to gain?
- How will this campaign help grow your endowment?
- What other goals are important to your organization?
- How will you know if your campaign was successful?
Get Your Board Involved
Your board can be one of your biggest assets during 35 Hours of Giving. They do not all have to do the same thing, and they do not all have to be social media experts. Give each person a clear, manageable way to participate.
Check out the Board Support resource for ideas and tools.
Questions to consider
- What will you ask each board member to do?
- Who can make a personal gift?
- Who can reach out to friends, family, or other donors?
- Who can serve as a P2P fundraiser?
- Who can share campaign posts or emails?
- How will you keep your board updated throughout the campaign?
Know Who You Are Trying to Reach
You do not need to reach everyone. Start with the people who already know and care about your organization, then think about who they might help you reach.
Think about:
- Current donors
- Past donors
- Volunteers
- Board members and their networks
- Program participants and families
- Community partners
- People who may not know your organization yet
For each audience, consider what they care about, what story you can tell, and the easiest way to reach them.
Build Your Message
35 Hours of Giving is an opportunity to talk about both what your organization does today and why building your endowment matters for the future.
Keep your message simple. People should understand what you are asking them to do, why it matters, and how their gift will make a difference.
Questions to consider
- Why is your organization participating in 35 Hours of Giving?
- What does your organization make possible in the community?
- What does long-term financial support make possible?
- What story or example shows the impact of your work?
- What do you want people to remember after they see your campaign?
Recruit P2P Fundraisers
Peer-to-peer fundraising gives your supporters a way to raise money for your organization by creating their own fundraising pages and sharing 35 Hours of Giving with their personal networks.
You do not need dozens of fundraisers. A small group of committed supporters can help you reach people your organization may not reach on its own.
Good people to ask:
- Board members
- Volunteers
- Dedicated supporters
- Past donors
- Staff members
- Friends and family of your organization
Choose Your Communication Tools
You do not need to use every communication channel available. Choose the tools that your organization already uses and that your supporters pay attention to.
Consider using:
- Your website
- Your newsletter
- Personal outreach from board members, staff, and volunteers
- Local media, when appropriate
Make a Simple Plan
You do not have to start from scratch. Use the timeline below to keep your campaign moving. If you have less time, prioritize the items that will have the biggest impact.
About 8 Weeks Out
- Set your fundraising and donor goals.
- Review your 35 Hours of Giving profile and make sure your information is current.
- Decide who will lead the campaign internally.
- Identify board members, staff, volunteers, and supporters who can help.
- Make a list of current and potential donors you want to reach.
- Identify potential P2P fundraisers.
- Review the Nonprofit Toolkit and decide which resources you will use.
About 6 Weeks Out
- Talk with your board about their roles and expectations.
- Begin recruiting P2P fundraisers.
- Decide which communication channels you will use.
- Start thinking about your campaign message and stories of impact.
- Add 35 Hours of Giving information to your website, newsletter, or email signature when appropriate.
- Register for any 35 Hours of Giving trainings or workshops that would be helpful.
About 4 Weeks Out
- Begin talking about 35 Hours of Giving more regularly.
- Share your campaign plans with your board, volunteers, and staff.
- Continue recruiting P2P fundraisers.
- Start sharing your 35 Hours of Giving profile link.
- Begin outreach to current donors and other key supporters.
- Finalize any events, activities, or community partnerships you are planning.
- Make sure your thank-you plan is in place before the campaign begins.
About 2 Weeks Out
- Move into more frequent campaign communication.
- Schedule your key emails and social media posts.
- Share campaign information with your P2P fundraisers and help them get ready.
- Remind your board members about their roles.
- Make personal asks to key donors and supporters.
- Share your campaign story and why growing your endowment matters.
- Confirm staffing and responsibilities for May 5–6.
One Week Out
- Make sure you have your 35 Hours of Giving profile link ready to share.
- Continue regular email and social media communication.
- Remind your board, staff, volunteers, and P2P fundraisers about their roles.
- Schedule posts and emails for May 5–6 where possible.
- Confirm any events, activities, or other campaign plans.
- Make sure everyone knows where to find the resources they need.
May 5–6: 35 Hours of Giving
- Start the campaign by reminding your supporters that giving is open.
- Be active on your communication channels throughout the 35 hours.
- Share updates, stories, donor milestones, and P2P fundraiser activity.
- Thank donors as gifts come in.
- Encourage your board, staff, volunteers, and P2P fundraisers to keep sharing.
- Use campaign updates to remind people why building your endowment matters.
- Keep an eye on your 35 Hours of Giving profile and campaign progress.
- Do not feel like you need to post constantly. Focus on meaningful updates and personal outreach.
After 35 Hours of Giving
- Thank your donors, P2P fundraisers, volunteers, board members, and partners.
- Share your results with your community.
- Personally follow up with key donors and supporters.
- Thank the people who helped make your campaign happen.
- Review what worked and what you would change next time.
- Look for opportunities to continue relationships with new donors.
- Keep your endowment and long-term donor stewardship efforts moving forward.
Keep the Relationship Going
35 Hours of Giving should not be the end of your relationship with a donor. A new gift is an opportunity to begin or strengthen a long-term connection with someone who cares about your organization.
Think beyond the immediate thank-you. Consider how you will communicate with new and existing donors throughout the year, share the impact of their support, and invite them to stay connected.
Endowment giving is also about the long term. Look for opportunities to talk with donors about the future of your organization and ways they can support that future over time.
Questions to consider
- Who will personally follow up with new donors?
- When will you send your first post-campaign update?
- How will you show donors the impact of their support?
- How will you continue engaging people who gave for the first time?
- Who might be interested in making a longer-term or planned gift?
You Don't Have to Do It All
A successful 35 Hours of Giving campaign does not have to mean posting all day, sending dozens of emails, or creating a huge event. Start with the people who already care about your organization and give them clear, easy ways to help.
Use the resources in the Nonprofit Toolkit, focus on the activities that make sense for your organization, and build from there.