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.
- 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.