GivingTuesdayNow
01 — Project details
In 2020, we helped develop and launch GivingTuesdayNow, a 'pop-up' initiative celebrating unity and generosity in the height of the COVID-19 pandemic. The campaign was created and mobilized worldwide in just under 6 weeks. (It traditionally takes 51 weeks to organize the annual GivingTuesday event.)
The microsite for the campaign was spun up in less than a week. We kept the content “slim” so that we could offer it in 10 different languages. The call to action was simple: do something, anything, to help. We offered hundreds of inspiring ideas, collected from our global network of philanthropy and civil society leaders as well as anyone in the general public.
Participants could sign up to receive daily text messages leading up to May 5 with ideas for how to contribute locally - everything from checking on a neighbor to creating meal trains, volunteering, and more. The text message campaign was mentioned in the New York Times which grew our subscriber list to 100k phone numbers.
The website offered a widely acclaimed crowdsourced map where people could celebrate actions taken to support humanity.
03 — Results
On May 5, 2020, Americans contributed half a billion USD to charity in honor of GivingTuesdayNow. We organized top-tier media coverage, social media takeovers, and other grassroots efforts to mobilize this money to help the nonprofits and people on the ground working to create and uplift society during desperate times.
$500M
raised
75
countries participating
350k
actions taken
