When it comes to rallying a city around generosity, SHARE Charlotte knows how to make it happen. They’ve been doing it for nearly a decade through #GivingTuesdayCLT. Under Executive Director Melissa Hovey’s leadership, SHARE Charlotte has watched the movement grow from a handful of nonprofits to a community-wide celebration of giving that has directed over $59 million to local organizations.

Through partnerships with local companies like Lowe’s, SHARE Charlotte has been able to amplify the reach and impact of #GivingTuesdayCLT, engaging more donors, energizing volunteers, and bringing the campaign to life with matching gifts and festive headquarters events. 

Want to know how they keep these partnerships strong year after year? Read on for tips and strategies any nonprofit can use to boost their own GivingTuesday campaigns.

Q&A with Melissa Hovey, Executive Director, SHARE Charlotte

Q: Share a little bit about yourself and your organization. 

A: SHARE Charlotte’s mission is to build a better Charlotte by empowering nonprofits and helping people invest in their communities in ways that matter most to them. The organization began in 2012 with just 87 nonprofits and has since grown to support over 760 organizations serving Mecklenburg County, influencing more than $59 million in local giving. 

I started my journey with SHARE Charlotte in 2017 as a volunteer for #GivingTuesdayCLT, helping engage businesses in the 

campaign. In 2018, I was promoted to Marketing Director, and in 2022 I became Executive Director. This will be my ninth year participating in #GivingTuesdayCLT!

Q: When did you first hear about and get involved in GivingTuesday, and what inspired you to participate?

I first learned about #GivingTuesdayCLT in the fall of 2016, and I was immediately inspired by the idea of having a global day dedicated to giving back to local nonprofits. I loved that both citizens and businesses could participate in any way they chose, whether through donations, volunteerism, advocacy, shopping their wishlist, or acts of kindness. 

Nonprofits support our community 365 days a year, and #GivingTuesdayCLT gives us the chance to dedicate one day to celebrating and uplifting their work—at least!

Q: Tell us about GiveCLT and SHARE Charlotte’s partnership with Lowe’s. 

SHARE Charlotte began its partnership with Lowe’s in 2018, thanks to a connection between our founder and a Lowe’s representative who grew up in the same town. From the start, Lowe’s wanted to do something BIG to encourage local giving, and the idea of offering three hundred $50 Lowe’s gift cards was created. These gift cards gave Charlotteans an extra incentive to support local nonprofits during #GivingTuesdayCLT. 

Up until 2020, we distributed the physical gift cards via a lemonade stand at our #GivingTuesdayCLT headquarters events, and participants would choose which nonprofit they wanted to donate the card to. 

In 2020, we pivoted to an online match, allowing us to match 300 $50 online Lowe’s gift cards for every $50 in online donations made to nonprofits through sharecharlotte.org. The move made it easier than ever for the community to give. 

Q: What role is Lowe’s playing in your 2025 campaign, and how are you collaborating to bring the campaign to life?

Now in its eighth year partnering with Lowe’s, SHARE Charlotte is bringing the theme “Love Local, Give Local” to life for #GivingTuesdayCLT 2025. Through Lowe’s 10 Million Square Feet of Impact Campaign, Lowe’s will once again provide three hundred $50 gift cards to match $50 online donations, giving nonprofits a powerful boost for campaigns that might fund projects like playground beautification or facility upgrades.

Lowe’s also plays a central role in our #GivingTuesdayCLT Headquarters celebration, held from 10 a.m. to 1 p.m. ET on Giving Tuesday. Working alongside local media partners, we give nonprofits a platform to share how the community can support them, while local businesses showcase their donations in honor of the day. 

Each year, Lowe’s helps transform our HQ into a Winter Wonderland, complete with donated holiday décor, like Christmas inflatables, trees, and lights. After the celebration, these items are gifted to local nonprofits, extending the impact even further.

Q: What impact are you hoping to make with this year’s partnership, and how are you measuring success?

While SHARE Charlotte doesn’t set specific giving goals, we’ve seen generosity grow year after year. This year, we hope to inspire even more Charlotteans to support local nonprofits, amplifying the collective impact of #GivingTuesdayCLT and highlighting the power of community-driven giving!

Q: What has made the #GivingTuesdayCLT partnership with Lowe’s successful in the past? Are there specific strategies or approaches that other nonprofits could learn from?

The success of SHARE Charlotte’s partnership with Lowe’s comes from the company’s genuine commitment to the local nonprofit community. They treat the collaboration as a true partnership and are willing to support even our craziest of ideas. 

A key strategy for successful corporate partnerships is to start planning early. SHARE Charlotte typically begins preparations for GivingTuesday as early as June or July, discussing ideas, taglines, and event logistics, which are then brought into our first ideation session.

For other nonprofits looking to collaborate with large companies, the lesson is to start early, involve your partners in the planning process, and give them time to provide input so the campaign can reach its full potential. They have a lot going on, so don’t wait until the last minute to get their input.

Q: How is Lowe’s support helping #GivingTuesdayCLT reach or engage the community in ways that wouldn’t be possible otherwise?

The recognition and trust that comes with the Lowe’s brand, combined with their generosity, allows #GivingTuesdayCLT to provide an even greater impact for our nonprofit partners. Their partnership helps boost community engagement and encourages more Charlotteans to contribute, making it possible to do more for local organizations than we may have been able to do on our own.

Q: What has worked well so far in this partnership, and what might you try differently for future campaigns?

So far, we’ve found a formula that works well for both SHARE Charlotte and Lowe’s, delivering high impact for our nonprofit partners. At this stage, we’re still exploring opportunities for future campaigns, but the approach has proven so successful and I’m not yet sure what we would change.

Q: Did you face any unexpected challenges through the partnership process, and how did you overcome them?

During the challenging years of 2020 and 2021, Lowe’s stood by our side. Even when our #GivingTuesdayCLT Headquarters had to remain socially distanced, their leadership team continuously showed up to ensure our nonprofit community still felt supported and celebrated on this important day.

Q: What advice would you share with other nonprofits looking to build strong corporate partnerships around GivingTuesday or similar campaigns?

For nonprofits looking to build strong corporate partnerships, I recommend seeking out businesses that share a genuine commitment to the local community. Even small collaborations can grow into powerful, lasting partnerships when you bring creative ideas that connect their brand with opportunities for generosity.

Q: Looking beyond GivingTuesday, how do you plan to keep the momentum going into 2026?

We champion generosity toward nonprofits year-round, ensuring that the spotlight on their work, and the many ways the community can support them, continues to shine well beyond GivingTuesday.

Key Takeaways from SHARE Charlotte’s #GivingTuesdayCLT Success

• Plan Early: Start months ahead with your corporate partners for the best results.
• Partner Smart: Work with companies that genuinely care about your community and want to make a difference.
• Use Matching Gifts: Amplify donations and motivate more giving.
• Make It Memorable: Celebrate nonprofits with creative events that engage the community.
• Keep Momentum: Spotlight generosity year-round, not just on GivingTuesday, the day.