Middle East Cultural and Charitable Society

Last Year's #GivingTuesday Results

2014 Winner
Most Donors
$50,363
Dollars Raised
448
People Donated

Learn About Their Work

The Middle East Cultural and Charitable Society’s #GivingTuesday campaign raised funds for The Electronic Intifada, its award-winning online news publication focusing on Palestine, its people, politics, culture, and place in the world. As a nonprofit digital publication, The Electronic Intifada relies on readers and supporters to provide the funding for its investigative journalism, news, and analysis.

MECCS used #GivingTuesday as part of its already planned year-end campaign.

The campaign’s focus was to activate new donors by emphasizing the Network for Good #GivingTuesday matching funds, and the potential to ‘win’ bonus dollars through the Network for Good’s special challenges. The friendly competition inspired by the leaderboards was very motivating to their audience.

 

Key Tactics

  • Deployed three emails on #GivingTuesday: first email laid out the opportunity to receive bonus and matching funds. Second and third emails were sent throughout the day to build excitement as they rose up the leaderboard
  • Encouraged donors to give generously and repeatedly through the day when the “win” was in sight
  • Sent a thank you email Wednesday morning announcing the win and encouraging those that did not participate to consider giving. This outreach produced their second best day ever.

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