Make Black Friday count for your charity

Rather than sitting out the shopping frenzy and waiting for Giving Tuesday, charities can use Black Friday as an opportunity to raise funds, engage supporters, attract new audiences and build momentum for their year-end appeals.

The trick is to think beyond discounts. Black Friday can be about giving, not just getting.

1. Turn the shopping moment into a giving opportunity

Let’s face it — people love a discount. Black Friday has built its reputation on tempting offers, special deals and the promise of getting more for less. Charities can tap into that mindset while giving supporters another reason to shop: making a difference.

For charities with shops or online retail, this could mean:

• Promoting gifts that make a difference, such as charity Christmas cards, ethical products or gifts that support a particular cause.
• Creating a special Black Friday collection, with proceeds supporting a specific project.
• Offering a meaningful alternative to conventional gifts, such as symbolic donations or charity gift cards.
• Running a limited-time offer that rewards supporters while still generating income for your cause.

The message doesn’t have to be “buy more”. It can be “get a great deal — and do some good at the same time.”

For charities without products to sell, the same principle can inspire a campaign encouraging supporters to redirect a little of their seasonal spending towards a cause they care about.

2. Partner with businesses to make generosity go further

Black Friday offers a natural opportunity to approach corporate partners.

Businesses may be looking for ways to demonstrate their values during a high-profile retail moment. A charity partnership can help them connect their commercial activity with a positive impact.

Consider asking a business to:

• Donate a percentage of Black Friday sales.
• Match donations made by customers or employees.
• Add an optional donation at checkout.
• Promote your charity through its website, email newsletter or social media.
• Make a fixed donation when a sales target is reached.

A strong partnership needs a clear proposition. Explain what the business’s support will achieve, how the campaign will work and how you will recognise its contribution.

3. Create a compelling, time-limited fundraising appeal

Black Friday’s sense of urgency can be useful for fundraising — provided it is grounded in a genuine need.

Rather than simply asking supporters to donate because it is Black Friday, connect the campaign to a specific outcome.

For example:

“This Black Friday, help us provide 100 warm meals.”

“Instead of another purchase, help us reach our £5,000 target.”

“Make a gift that lasts longer than a Black Friday bargain.”

A clear goal helps supporters understand what their donation will achieve. If you have a match-funding opportunity, explain the terms and make sure the funding is confirmed before promoting it.

4. Use Black Friday to reach new supporters

Black Friday generates huge attention online and gives charities a chance to reach people who may not usually engage with their work. The opportunity is to connect with that audience while they’re already thinking about how to spend their money.

For example, charities could:

• Partner with a retailer to feature their cause in Black Friday emails, promotions or checkout messages.
• Use social media to offer a feel-good alternative to the usual sales frenzy — such as “Give back this Black Friday”.
• Run a campaign inviting people to swap one impulse purchase for a small donation.
• Create a Black Friday-themed challenge, encouraging supporters to share how they’re choosing to make a difference.
• Offer a special sign-up incentive, such as a downloadable gift guide or impact report, to introduce new audiences to the charity.

The aim is to make the charity visible in a moment when people are already paying attention — and give them a relevant, simple way to get involved.

A Black Friday campaign doesn’t have to secure a donation there and then. It can be the first step towards a longer relationship with a supporter.

5. From Black Friday to Giving Tuesday: Make the moments work together

Black Friday and Giving Tuesday might seem like opposites. One is all about shopping and finding a bargain; the other is about giving back. But for charities, they can be two parts of the same fundraising opportunity.

Black Friday can start the conversation. Giving Tuesday can turn that interest into action.

In 2026, Black Friday falls on Friday 27 November, with Giving Tuesday following on Tuesday 1 December. That gives charities a few days to build awareness, share their impact and encourage supporters to get involved.

The key is to plan a campaign that connects the two moments, rather than treating them as separate events.

For example, a charity could:

• Before Black Friday: Introduce a campaign and explain the need. Give supporters a reason to look out for what’s coming.
• On Black Friday: Launch a partnership, fundraising offer or message encouraging people to make their spending count.
• Over the weekend: Share stories about the people or communities the charity supports, along with campaign updates.
• On Cyber Monday: Remind people about the campaign and show how their support can make a difference.
• On Giving Tuesday: Make the main fundraising ask. Share the target, explain what donations will achieve and invite people to give.

This approach gives the campaign a natural build-up. Black Friday captures attention, the days in between help people connect with the cause, and Giving Tuesday provides a clear moment to ask for support.

Just remember to keep the content varied. Rather than repeating the same donation request, tell a story, share an update, thank supporters and then make a compelling ask.

By linking the two dates, charities can make the most of the wider giving season — and keep their cause in the conversation beyond a single day.

6. Keep the campaign authentic to your cause

Not every charity needs to run a Black Friday promotion. The date should support your fundraising strategy, not distract from it.

For some organisations, a direct appeal will feel right. For others, a corporate partnership, charity shop campaign or simple awareness message may be more appropriate.

Think carefully about the tone. A charity supporting people in crisis, for example, may want to avoid language that feels overly commercial or trivialises the issue it is addressing.

The strongest campaigns connect the moment to the mission, and make it easy for people to understand how they can help.

Make the most of the season

Black Friday is not just a retail opportunity. With the right planning, it can help charities raise funds, develop partnerships and bring new supporters into their community.

The key is to start with a clear objective, a compelling message and a realistic plan. Use Black Friday to open the conversation, then build on that engagement through Giving Tuesday and your wider Christmas appeal.

Don’t just wait for Giving Tuesday. Use the whole giving season to inspire generosity.

At International Fundraising Consultancy, we help charities develop fundraising strategies, build partnerships and identify new income streams. If you’re planning your seasonal campaign, our team can help you turn opportunities into a practical plan.

Discover how IFCo can support your fundraising

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