Giving Tuesday, the holiday on the heels of Black Friday and Cyber Monday that is dedicated to giving, rather than purchasing, has been gaining traction since its inception in 2012. In fact, early reports this year show appeals rose 27 percent over 2017 to $380 million in donations. Indeed, many companies are noting the momentum of this philanthropic holiday and joining in the groundswell. This year, we saw Facebook Gaming take a unique approach to motivate its audience to be part of the Giving Tuesday movement.
This Giving Tuesday, Facebook Gaming launched charity livestreaming so content creators could raise money while gaming – and motivate their viewer fans to get involved. Facebook tested the concept with 25 streamers who partnered with nonprofits such as Autism Speaks, Call of Duty Endowment, the Humane Society of the United States and St. Jude Children’s Research Hospital. The charity livestream tool enables “creators” to select a nonprofit to support, present a donation goal and display a donation progress bar. Viewers are able to make donations within the platform, so they can still watch the gaming action as they donate, and overlaid alerts show when a new donation is made. Although the feature is currently available to a select few creators, Facebook hopes to rollout charity livestreaming access to additional creators moving forward, as well as add additional nonprofits to support.
Facebook Gaming’s Giving Tuesday activation works because it applies the concept of gaming to a new sort of challenge, where creators and viewers must join together to raise funds and meet goals for a cause. And Facebook Gaming’s unique spin on the Giving Tuesday effort signals a broader trend towards company involvement in the giving holiday. While the day was previously known for individual support of nonprofits, we are now seeing more companies leverage their marketing dollars, fans and unique channels of engagement to create more impact around the day.