It’s 2025, and I think if we’re all being honest, Giving Tuesday campaigns feel like they all blur together.

Branded graphics. The same three donation asks. A flurry of “Support us!” posts… all from the organizational page.

But what if I told you that the most powerful Giving Tuesday content isn’t going to come from your logo? It is going to come from your leaders’ voices.

If you want to increase visibility and donations this Giving Tuesday, look to LinkedIn — and look to your board and leadership team.According to a new report, “The World's Most Active Non-Profit Organizations on Social” from DMSN8, the top global nonprofit, Endeavor, saw an employee content sharing rate of 35.29%. For comparison, the industry average is just 6.53%.

Let that sink in. The organizations that made the Global Top 10 all have engaged employees consistently sharing organizational content with their LinkedIn networks. This activity helps increase brand awareness and share of voice while showcasing industry expertise.

And during a campaign like Giving Tuesday, when competition for attention is sky-high, the organizations that show up with human faces and personal stories will win.

Why LinkedIn?

• LinkedIn is where your donors, corporate partners, and organization champions are already thinking about impact. Four out of five LinkedIn members drive business decisions, and LinkedIn’s audience has 2x the buying power of the average web audience.
  
  
• The algorithm favors humans, not brands. Branded company pages reach a small percentage of followers. But individual posts from your leadership team are amplified when people comment or otherwise interact with the content.
  
  
• People trust people. When your board chair, executive director, or major gifts officer shares why they care—using their own voice—they’re not just raising awareness. They’re building credibility for themselves and their organization, activating networks that may have never heard of you otherwise.
  
  

Three Ways to Involve Your Leadership and Board This Giving Tuesday on LinkedIn

Here’s how your nonprofit can integrate thought leadership into its Giving Tuesday campaigns (without overwhelming already-busy teams):

1. Create a Three-Post Plan for Each Leader

Don’t just ask board members to “post something.” Give them structure. I recommend three types of LinkedIn posts:

• Personal Why: “Why I joined this board” or “Why I care about [issue].”
• Impact Story: Highlighingt a recent win or story that moved them.
• Direct Ask: Invite their network to give, framed as “Here’s how I’m showing up this Giving Tuesday. Join me.”

Pro tip: Draft post templates in your favorite AI tool for them. Show them where they can add their voice. Make it easy to copy, paste, and post.

2. Empower, Don’t Pressure

Some leaders won’t feel comfortable posting, but they might be happy to comment, share, or engage with your posts. That still matters! We recommend creating a LinkedIn Engagement Guide that includes:

• Sample post captions
• 2-3 Canva templates with faces and quotes
• A suggested comment or two they can leave on the organization’s post
  
  

3. Track and Celebrate What Works

Most orgs don’t actually know what kind of content moves donors on LinkedIn. This is a great time to experiment, measure, and refine your content based on what resonates. Pay attention to: 

• Posts that get the most engagement.
• The kind of content and stories that resonate.
• Comments from warm prospects (save names and add to your CRM).

And be sure to send a follow-up after Giving Tuesday celebrating the board members and leaders who showed up. When they feel their voice made a difference, they’re more likely to post again.

The Bottom Line (TL;DR)

If you’re pouring hours into your Giving Tuesday content but only posting from your organization’s account, you’re missing a huge opportunity. Your community doesn’t just want to support a cause. They want to follow people who believe in something that they also feel deeply about. This year, shift your strategy from logo-first to leader-first. LinkedIn is ready for it. And your donors are, too.

About the Author

Brynne is a social media strategist for NGOs and purpose-driven businesses.

Working with NGOs, thought leaders, and policymakers in DC for the last decade, she specializes in getting people to care about complex issues that might otherwise get ignored.

Her team at Cause Fokus uses empathy-based marketing to turn passive audiences into loyal advocates.