Situation: While the world goes crazy over Black Friday and Cyber Monday sales, there is another global movement that’s in the true spirit of the season - #GivingTuesday. This global day of giving and philanthropy kicks off the end-of-year charitable season with a 24-hour giving event fuelled by the power of social media and collaboration.
In previous years, #GivingTuesday has provided a great opportunity for PetRescue to raise funds at their busiest time, when thousands more homeless pets are in need of a new home. But in 2018, PetRescue had the added advantage of a $10,000 gift matching pledge from Moose Toys and their Scruff-A-Luv brand.
Deliverables: In the weeks before Jo left her role as PetRescue’s Fundraising and Brand Development Lead to return full time to Caboodle, she was tasked with formulating a campaign strategy, concept and content plan to leverage the Moose Toys gift matching offer.
Jo worked with the PetRescue team to develop a 48-hour gift matching fundraiser to coincide with the global #GivingTuesday event. This multi-channel digital campaign featured a customised, mobile-friendly donation pop-up on the PetRescue website, as well as email marketing, a press release and SMS reminders.
This ran in tandem with a 48-hour online treasure hunt promoted via social channels - giving visitors to the PetRescue website the chance to find and win Scruff-A-Luvs, also kindly donated by Moose Toys.
Result: The fundraising target for the 48-hour event had been set at $20,000 (including the $10,000 matched gift from Moose Toys). Within 24 hours, that target had not only been smashed, it was doubled, and the gift matching campaign was closed. More than $20,000 in donations were received on #GivingTuesday, making a campaign total of over $30,000, which goes to help 3,000 rescue pets (a third of the total listed for adoption on the day) find the love and care of a new home.
The online treasure hunt ran for the full 48 hours, resulting in 15 lucky Scruff-A-Luv winners, a 23% increase in web traffic.