Giving Tuesday
Award Winning CASE STUDY
Project Info
#GivingTuesday is a movement that has become a global phenomenon. Started in 2012 by a United Nations foundation based in the U.S. and coming to Canada in 2013, #GivingTuesday is a day marked for giving and volunteering, taking place each year following Black Friday and Cyber Monday (US).
In 2016, the YMCA of Simcoe/Muskoka worked with Digital Giants to leverage GivingTuesday for the launch of its community campaign. Digital Giants recommend empowering a small select group of Social Media Instigators as a way to build a foundation for future campaigns. By leveraging peer-to-peer networks and appeals, the campaign not only sparked conversations and shares, it helped kick start year-end appeals.
Objectives
- Social Media Instigators: Get 50 staff and/or volunteers to be social media instigators, promoting #GivingTuesday.
- Campaign Financial goal: To raise $6,500 in one day, representing 1% of our Annual Campaign goal
- Simplify the donation process by making access less than 2 clicks and providing pre-selected amounts.
How we got there
Used gshift Kontexturls to give each staff member a unique URL for each social media channel
Profile images, cover/header images, and social media posts for all platforms
Text and images with unique URLs for each instigator to track which instigator raised the most money
Email/private message scripts for personal asks
How-to videos addressing the 5-W’s for the social instigators
Dedicated Landing Page aligned with the campaign with preset donation amounts
The measure of success
The YMCA of Simcoe/Muskoka raised more than $12,000 in pledged and cash gifts because of the GivingTuesday 72 hour campaign
More than 200 staff supported GivingTuesday – 4 times the initial goal set out in the strategic planning process
Award Winning Digital and Media Engagement Campaign, by the North American YMCA Developers Organization (NAYDO) in 2017.
ROI was 540%
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