#GivingTuesday: Getting Out the Give Worldwide

The Challenge

In response to the shopping season that begins with Black Friday and Cyber Monday, the 92nd Street Y (92Y), in partnership with the United Nations Foundation, launched #GivingTuesday in 2012. The one-day event kicks off the holiday giving season as a global day dedicated to charitable giving on the Tuesday after Thanksgiving. Havas PR had been a member of the comms corps since the beginning but in 2015 served as lead agency. Our overarching goal: build awareness through significant media placement. The goals agreed upon with our client were incredibly specific, such as one feature story in The New York Times or The Wall Street Journal, and a major media partnership. (Spoiler alert: We met every one and then some.)

The Solution

We positioned the day after Cyber Monday as the official kickoff for the holiday giving season by developing a three-phase campaign that included conducting long-lead outreach rich with philanthropic storytelling, and packaging angles around retail and tech campaigns.

The Results

432 placements
1.5 billion impressions
Charitable giving on #GivingTuesday was up from $45.68 million in 2014 to $116.7 million in 2015, thanks to 698,961 donors