By Brad Layland, Chief Executive Officer & Senior Consultant
Would you like to know the secret formula for turning a brand-new donor into someone who gives you millions?
A few years ago, during the St. Augustine Giving Day, a donor gave $5,000 to support Veritas Classical School, the school my wife, Wendy, and I helped start. It was a generous gift, but for Giving Day—where most donations are around $50—it really stood out.
After Giving Day, we thanked them personally and invited them to stay engaged. Later that year, they gave another $5,000. Before Giving Day even arrived the following year, we asked if they’d consider a larger gift—and they gave $40,000.
Then, in year three, we shared our biggest need: we were running out of space. That same donor stepped forward and did something remarkable. They bought us a school and renovated it to our unique specifications—a gift worth millions.
And it all started with a Giving Day gift.
The Giving Day Concept
I first learned about Giving Days in 2016 when some close friends invited me to give to their nonprofit. I had known and loved their work for years, but they had never asked me to give. But this time, because they were trying to win a Giving Day prize, they finally reached out and said:
“Would you make a gift of any size? We’re trying to win some prize money given to the organization that gets the most people to give.”
Wendy and I said yes, and suddenly, we were donors. That moment solidified something I already knew from fundraising: People give because they’re asked and shown how.
I immediately thought, Why doesn’t St. Augustine have a Giving Day?
From an Idea to a Movement
I approached the Community Foundation and United Way, hoping someone would launch one. But when no one stepped up, we decided to do it ourselves.
So, in 2018, Endless Summer Realty—the real estate company in St. Augustine that Wendy and I own—provided the funding and sponsorship to get it off the ground. Our team at The FOCUS Group helped put the plan together. That first year, 40 nonprofits raised over $100,000 with the help of $30,000 in prizes and matches.
The energy, excitement, and impact were undeniable.
After a few years of doing a St. Augustine Giving Day, I realized that Giving Day could be bigger. Through The FOCUS Group, I work with nonprofits and ministries all over the world, so what if Giving Day could serve both St. Augustine nonprofits and those connected with The FOCUS Group?
In 2021, we expanded. We increased the prize pool, added more matches, and opened participation to a broader group of nonprofits. The results have been incredible. Last year, over 80 nonprofits raised nearly $600,000 from 2,400 donors.
Be Part of Giving Day 2025
Giving Day is more than just a fundraiser. It’s a powerful way to engage new donors, create momentum, and spark long-term generosity.
If you’re a nonprofit in St. Augustine or connected with The FOCUS Group, I invite you to join us.
And if you’re a donor, this is your chance to be part of something bigger.
Giving Day 2025 runs from noon on May 7 to 11:59 PM on May 8—always the first Wednesday in May.
Nonprofits can register now at GivingDay2025.com.
We have bold goals for this year: 100 participating organizations, 4,000 donors, and raising over $1 million. One small gift can change everything. Let’s make this year’s Giving Day the biggest and best yet!
We’ve been privileged to help many organizations be more effective in their fundraising through learning and implementing the principles of relational fundraising in their work with donors. Want to talk?