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Tis the season to be jolly – and generous! Americans in general are very charitable, with an estimated 40 million giving to charity each year. Of those 40 million, 24% of them make their donations between Thanksgiving and Christmas, according to the Center on Philosophy. With about 1.5 million tax-exempt non-profits in existence, there is a real need for these organizations to create engaging campaigns and experiences in order to elevate themselves above the fray and attract contributions. Conversation has identified a unique and innovative initiative this year from the 92Y.
November 27, 2012 will mark #GivingTuesday, what hopefully will become an annual event. This concept is in response to the well-known “Black Friday;” however instead of shopping, it focuses on giving and volunteer work. The 92Y has received the promise of a private donor to match all fundraising made on #GivingTuesday. and will serve as to launch charitable giving for the holiday season. Some of the non-profit partners include the United Nations, American Red Cross, Charity: Water, (RED) Heifer International, DoSomething.org, The Jimmy Fund and City of Hope.
In order to raise awareness and launch the movement, the 92Y will leverage Twitter and its partners such as Clear Channel will offer free ad placement on traditional media such as billboards across the country. Additionally, the 92Y will leverage Thunderclap as a way to create social media ambassadors, who will post the site to their Facebook pages and tweet from their Twitter accounts. Lastly they have created a motivational and informational video that will be featured on all associated sites and on their youtube channel. The end result is a fully integrated, multi-channel campaign that is sure to resonate with Americans this holiday season, not only in the way it will connect with us, but also in the way it will benefit so many charitable organizations.
I realize it’s a bit early to say this, but Happy Holidays everyone!