Increasing the Reach for Giving
No Kid Hungry, founded in 2010, is a national campaign run by Share Our Strength®—a nonprofit focused on eradicating poverty and hunger. The campaign is dedicated to working with schools and communities to advocate for good, affordable food for children and families in need.
Over the past two years, No Kid Hungry has reached over 5,000 new donorsthrough social influencer activations. As #GivingTuesday 2017 approached, itsaw a major opportunity to increase support and draw attention to its causethrough social influencers.
Bringing this strategy to life on #GivingTuesday would require a strong base of social ambassadors—which Jason Wilson, the director of digital communications for No Kid Hungry, cultivated strategically with Blackbaud solutions.
Using the Right Tools to Find the Best Social Influencers
Jason highlighted the opportunity to become a social ambassador for the campaign at least once a quarter in emails to his constituents. He used the segmentation tools in his Blackbaud marketing solution to find the people most likely to be effective social ambassadors. And with Blackbaud’s social insight capabilities, he was able to identify people talking about hunger and the mission of No Kid Hungry® on social media.
These strategies helped him identify the individuals in his supporter network who would most likely be interested in sharing the campaign and would be successful doing it. He then equipped these social influencers with messaging tools, challenged them to create their own personal fundraising pages, and engaged them in the campaign’s goal of raising $300,000 on #GivingTuesday.
The Result: Reaching the Number One Spot on #GivingTuesday
With a plan in place and the right tools for the job, it was time to execute. As its supporters tweeted and rallied their own networks, No Kid Hungry became the number one most mentioned Twitter® account on #GivingTuesday 2017.
That was a major accomplishment for the organization. “It’s this great confluence of revenue and awareness of your cause. It’s almost $500,000 in estimated media value alone and a reach of over 48 million people. We’ve also been really successful at matching sponsors for #GivingTuesday as a result of that reach. And all of that reach comes from our work with influencers,” explained Jason.
These social influencers directly raised $39,000 for the campaign through their own social fundraising pages.
Reaching over 48 million people, No Kid Hungry® multiplied its average daily social impressions by 139 times its normal rate and raised $355,000 in a single day—enough to provide over 3.5 million meals for children and their families.
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