Giving Tuesday
Give Kids The World needed to raise maximum funds on the popular day of giving, "Giving Tuesday".
I concepted, led, and executed a digital-first campaign, the first of its time to use LIVE storytelling and optimized digital strategy. The result: Most funds raised on #GivingTuesday in GKTW history.
$270K
Donations Raised
+80% above goal
8%
Engagement Rate
+4% above benchmark
8
Stories told LIVE
via social media
Leveraging Digital Tools
& Stories
In order to cut through the noise of one of the busiest fundraising days of the year, I developed a four-pronged approach.
Gamified, real-time event: For every milestone reached, Village staff and volunteers would bring another section of a life-sized pinwheel to life.
LIVE Storytelling: Utilized the 2019 algorithm-favored Facebook & Instagram LIVE feature to reach further and give authentic updates to viewers at home. These were mostly Village stories from wish kids and volunteers. All stories tied to pre-planned emails, direct mail, etc.
Boosting Fundraising CTAs: Posts that hit performance benchmarks in the first 15 minutes were boosted to key audiences, ensuring our stories with donation CTA's reached donors and leads in real-time.
Community Engagement: Who is the hero of #GivingTuesday? Donors. Social media provides a unique 1:1 gratitude and feedback opportunity other channels can't provide. Engaging in comments, replying to donation posts, and thanking donors was a top priority.
"It Takes a Village"
Execution of this campaign was made possible by al GKTW staff, countless volunteers, alumni wish families, and even current wish families staying at the Village.
Photo Credit: @gktwvillage (captured by my and posted to socials)
Sample Content
NOTE: Due to changes in Meta since 2019, the LIVE broadcasts are no longer archived for viewing. This tactic was leveraged as an algorithm-boosting way to cut through the noise of a busy fundraising day for nonprofits around the world.