#GivingTuesday Harnesses Social Media and “Selfies” to Promote Holiday Donations

The term "shop till you drop" is never more fitting than during the holidays. But fast on the heels of Black Friday, Small Business Saturday and Cyber Monday is a new movement that's gaining traction. The first Tuesday after Thanksgiving is getting a new look, drawing the focus away from giving presents and more on giving back - all while harnessing social media to spread the word.

#GivingTuesday, now in its second year, asks consumers to donate to a nonprofit instead of making a purchase, giving another boost to the largest charitable giving time of the year. This effort is pioneering because it was built for social media from inception, going so far as to embed a hashtag into its name. This year, #GivingTuesday added another effective social media component by enlisting participants to post a picture of themselves holding a note to show their support of a specific cause or nonprofit using the hashtag #unselfie. The call-to-action launched a flurry of tweets and Facebook posts which reached a highpoint on Tuesday, resulting in more than 23,000 posts. A quick social media search* revealed that while the conversation showed a diverse range of nonprofits and causes, a few words rose to the top including "education," "disabilities" and "animals," signaling landslide support in these areas. A few celebrities and influencers drove the conversation with tweets from Blanda Eggenschwiler, Austin Mahone and Kid President resulting in a significant portion of retweets.

As we enter a new age of nonprofit marketing we'll see social media savvy campaigns like #GivingTuesday become the rule rather than the exception. And as more nonprofits turn to social media to drive campaigns, consumers and celebrities alike will have even more opportunities to share their support of a cause with the world.

Did you show your support of #GivingTuesday on social media? Tell us how at #ConeCSR on Twitter.

*Based on a Radian6 search from 11/28/13 - 12/5/13 using a range of keywords which included "Giving Tuesday," "#GivingTuesday," "@GivingTues," "unselfie," and "#unselfie."


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