Social Media Campaign

Giving Tuesday

Giving Tuesday is a global day of giving fueled by the power of social media and collaboration. It is celebrated on the Tuesday following Thanksgiving when many focus on their holiday and end-of-year giving. Giving Tuesday was started in 2012 by the 92nd Street Y and the United Nations Foundation as a response to commercialization and consumerism in the post-Thanksgiving season (Black Friday and Cyber Monday).

In our office we work to establish a culture of philanthropy among the students, faculty, staff and community members at and surrounding Cal State San Marcos. This is how my team and I brought Giving Tuesday to our campus.

Leading up to Giving Day:

Social Media

Building enthusiasm leading up to the event, we posted on Instagram, Twitter and Facebook two weeks out from the event. We used the hashtag #CSUSMgivingday and encouraged followers to share the event and lengthen our reach out to the surrounding community with the philanthropic effort.

Similar posts were made on the same social media channels one week and one day out from the event. These reminders were essential in building the momentum and letting followers know they had 24 hours to participate.

The majority of our student population will follow, like and share a post on social media, but might not read their email. Social Media played a key roll in the success of this event.

Help Spread the Word:

Branding and Social Media Resources

In addition to posting on our official university social media channels, we encouraged various departments, offices and organizations across campus to promote the event to their specific niche groups. For instance, CSUSM Athletics promoted Giving Day on their Facebook, Twitter and Instagram to sports fans, student athletes and the parents of student athletes. On Giving Day, the payment form allowed them to give to their specific sport or a general athletics scholarship fund.

Follow-up & Donor Stewardship

Our team also sent out posts on Facebook, Instagram and Twitter, the day after Giving Day, informing all our followers of the campaign’s success. It was also to encourage those who might not have participated that they will have another chance in the coming year to make a difference as well. It was the most liked and shared post of the whole campaign. Followers were thrilled to see the success!

Creative Direction
Mobile App Dev
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