Announcing the 2025 DAF Day Award Winners!
- Mitch Stein
- Nov 7
- 4 min read
We’re excited to recognize standout promotions and activations for DAF Day 2025 across the country.
Not only did thousands of organizations join the DAF Day movement this year, there were also hundreds that shared their promotional activity for consideration in the first-ever DAF Day Awards. Below you’ll find a summary of the award winners across all 5 nonprofit categories and the full list of finalists’ promotional assets that is available to review.
Now that it’s been almost a month since DAF Day, we invite any participating organizations to share their results, success stories and other feedback in the 2025 DAF Day Participant Survey.
Category 1: Most DAFpay Gifts Made
There was a surge in DAF giving on DAF Day this year, especially via the only integrated DAF payment option, DAFpay. While much of DAF giving continues to happen “offline,” DAFpay lets donors “express check out” with their DAF on a nonprofit’s donation forms, campaign pages or websites. It’s a faster, more connected experience for supporters that spurs more gifts from new DAF donors - and for nonprofits, DAFpay shares donor data at the moment the gift intent is made.
Winner: The Alzheimer’s Association took the top prize this year with more than two dozen DAF gifts made through DAFpay on October 9th!
It was a heated competition with the following organizations all in close contention:
One of the most exciting things we saw through DAFpay specifically was that 84 organizations got their first-ever DAFpay gift on DAF Day 2025. More digital DAF giving was happening across cause areas and around the country, from the North Brooklyn Coalition of Neighbors Helping Neighbors and the Public Broadcast Service, to Georgia Tech and the Henry E. Huntington Library & Art Gallery.
Category 2: Most Innovative DAF Day Campaign Element
While the Chariot team provided a robust, free marketing toolkit that any participating organization could use for their DAF Day campaign, so many nonprofits went far beyond the templates and checklists. This award celebrates the folks that thought outside of the box to spread DAF awareness and drive more DAF giving – the creativity among participating organizations was truly astounding.
Winner: Ocean Conservancy’s homepage takeover for DAF Day!
Ocean Conservancy employed a pop up on their website’s homepage to bring every digital visitor’s attention to DAF Day, with easy links to complete a DAF gift or learn more in a few seconds.
Other Finalists:
Interactive SMS Campaign by The ACLU Foundation
“Add to Calendar” event on the Hirshberg Foundation’s official schedule
Forbes article authored by Doctors without Borders
In-person DAF Day Lunch & Learn hosted by Youth Odyssey
We also saw innovative strategies in the following areas:
Education: Nonprofits utilized pets, students and staff to help teach their audience about what DAFs are, how they work and why they should be used to power their mission.
The Michael J. Fox Foundation created a downloadable guide to DAFs
The Public Theater featured a DAF quiz that entered people to win show tickets
Engagement: Fundraisers utilized new channels and means of engaging their communities in DAF Day.
The IRC tested out SMS communication with DAF donors
The DC Diaper Bank hosted a webinar for supporters on DAFs
Reach: DAFs took center stage on October 9th, reaching new audiences with web banners, full website takeovers and articles on major outlets.
Chronicle of Philanthropy featured an article contributed to by Planned Parenthood, the ACLU and World Wildlife Fund.
Motivation: Organizations took new approaches to inspire giving, with specific goals for DAF Day participation and Match campaigns - many funded by other specific DAF donors via MatchNice.
Category 3: Most Creative Social Post
Nonprofits took to new platforms, across new mediums, with boundless energy on DAF Day 2025. From produced videos, to beautiful graphics, to detailed carousels to laugh-out-loud GIFs, the message of DAF Day was everywhere across Tik-Tok, Bluesky, X, Instagram, Facebook & LinkedIn.
Winners:
Planned PEThood of Georgia’s adorable cat-led DAF teach-in video
K9 Youth Alliance’s carousel post on DAF giving
This was the most popular category and incredibly competitive. These two stood out by infusing their brand and mission into original and engaging content to promote DAF giving with a positive message. There was a ton of heart poured into these promotions across the board, as organizations took advantage of the toolkit and added their own flavor.
Other finalists:
Child’s Play Theater - a personal & education Tik Tok explainer
March of Dimes - an informative LinkedIn video led by a team member
Million Dollar Women Fund - a hilarious GIF featured to activate their audience
Dream.org - featured a 1x1 interview with their CEO
Lucille Packard Foundation for Children’s Health - highlighted a moving donor story
Category 4: Most Compelling DAF Day Email
Millions of people had DAF Day in their inbox this year, as nonprofits big and small shared motivating CTAs to either learn about DAFs or make a gift.
Winners:
b-present Foundation’s beautifully-designed email featured clear messaging, resources and action items
SF Marin Foodbank’s “save the date” email featured a dynamic header image that circled October 9th on the calendar and offered a 2x match to DAF supporters
Other finalists:
East Tennessee State sent student video appeals
Children’s Learning Centers of Fairfield County incorporated a “superhero” theme
Children’s Miracle Network Hospitals provided clear rationale to act on DAF Day
National Brain Tumor Society promoted a $20K match that a specific DAF donor sponsored
Nicasa Behavior Health Services highlighted an inspiring client story tied to DAF giving
Category 5: Most Effective DAF Day Mailer
People across the country got DAF-specific items in their mailbox for the first time this year, featuring motivating goals, match offers and easy QR codes.
Winners:
The Public Theater’s postcard highlighting a specific DAF Day goal of 50 gifts
Wounded Warrior Project’s postcard offering a QR code for an easy DAF payment option
Other Finalists:
Central Park Conservancy’s on-brand mailer
Humane Society of Huron Valley’s cat-centric post card with a QR code
Mei Flower’s flyer connecting DAFs to youth education
Michael J. Fox Foundation’s postcard with hand written directions
Next Up
Please fill out the annual DAF Day Participation Survey - we want to continue spotlighting your success stories, as well as incorporate your feedback to improve DAF Day for 2026!
Keep an eye out for the DAF Provider DAF Day Awards announcement, coming later in November.