[Agency: Havas PR North America]
Challenge: In response to the shopping season that begins with Black Friday and Cyber Monday, the 92nd Street Y, in partnership with the United Nations Foundation, launched #GivingTuesday. The one-day event kicks off the holiday giving season as a global day dedicated to charitable giving on the Tuesday after Thanksgiving.
Actions: To meet our latest challenge, we targeted partners, donors and the wider public. The creative strategy focused foremost on expanding the number of partners and leveraging them to generate earned media, pro bono advertising, and social media conversations that would collectively insert #GivingTuesday into national and global conversations. We focused on sharing best practices and educating nonprofits and for-profits alike on the best strategies for giving on #GivingTuesday. And we again activated our comms corps, a unique alliance of eight top PR agencies, to collectively leverage their expertise and networks in order to make communications and PR a success.
Results: In 2014, #GivingTuesday’s third year, its unique blend of partners in 68 countries—charities, families, businesses and individuals—increased to 27,000 from 10,000 the previous year. Our campaign was a coordinated, shareable conversation that raised support for causes worldwide; on Twitter alone, the hashtag was tweeted 754,000 times, up 180 percent over usage last year. And U.S. nonprofits raised amounts up 63 percent over 2013 (and that total was up 90 percent from the event’s inaugural year). Significant donation spikes were also reported around the world. #AllGood.