[Agency: Havas PR North America]
Challenge: The holiday season starting with Black Friday had become a time to spend. The 92nd Street Y and the United Nations Foundation wanted to make it a time to give. We united thousands of influencers and partners to launch a holiday initiative, #GivingTuesday, to inspire people to contribute time and money to causes worldwide during a time focused on commerce.
Actions: Among our aggressive outreach, we undertook a rollout to nonprofit and top-tier media, tailored pitches for reporters covering sectors like philanthropy and social good, and used all online platforms on launch day to share stories and photos about people giving back.
Results: We ignited conversations worldwide, with 800-plus press hits (59 million impressions), including two dozen philanthropy trade features. Fifty million people spread the word socially, resulting in milestone Twitter trending. Most important, multiple nonprofit partners recorded massive donations on November 27, and Blackbaud processed $10 million in online donations, a 53 percent increase over the Tuesday after Thanksgiving 2011.