It started in 2012 as an effort incubated at the 92nd Street Y in New York City, launched in collaboration with the United Nations Foundation. We already had Black Friday and Cyber Saturday, the thinking went; why not shift the direction of all that consumerism toward philanthropy? #GivingTuesday was born.
On December 2, 2014, in its third year, #GivingTuesday is estimated to have generated $45.7 million in charitable donations, a 63 percent increase over last year according to a study released by the Case Foundation, an agency focused on driving social change through supporting philanthropy, entrepreneurism and civic engagement. Donations were driven by a #GivingTuesday effort involving 20,000 non-profits in over 65 countries.
How did a grassroots campaign become a bonafide movement in three years?
In a recent interview with Bulldog Reporter, Havas PR North America CEO Marian Salzman, whose team developed this year’s campaign, says the key was collaboration, creativity, engagement and a clear call to action. In that sense, #GivingTuesday makes for a beneficial study, standing as a model of how these elements can blend successfully for any effort.
Matching Needs with Answers
It was already clear, Salzman says, that social media was the place to create the biggest buzz around #GivingTuesday; it was where organizations in need of help could find those willing to donate – and vice versa – wherever they were. The next step was to identify the best partners to generate that buzz.
Building Partnerships
During the summer, Havas set out to find media partners and even other PR agencies to drive #GivingTuesday communications, ultimately rolling out a media plan two months in advance of the holiday shopping season. These partners and a group of hand-picked “social media ambassadors” kicked off the chatter.
Inviting Participation
Next, the #GivingTuesday team introduced the “UNselfie,” inviting people to post photos of themselves helping out organizations or making donations to charity. Not left to chance, the UNselfie program was supported by PR toolkits provided to #GivingTuesday campaign partners and social media ambassadors.
The gangbuster results of this year’s #GivingTuesday campaign were both financial and emotional. In the true spirit of engagement, the program raised awareness, gave everyone involved – from the strategic partner to the casual consumer – something to do in the name of goodwill, which in turn helped someone else and became a win-win for all involved. With that sort of positive momentum, there is nowhere to go but even farther in 2015.
We at Kovak Likly are looking forward to a wonderful 2015 as well. We hope to help you build your next successful campaign this year!
– BML
