GivingTuesday uses Awario to track campaign's performance across several countries
Summary
In this success story, we will share how GivingTuesday nonprofit organization used Awario to its monitor and analyze PR activities during the first promo campaign and marketing activities. Use this story as a guide to using Awario.
Profile: What is GivingTuesday Initiative about?
GivingTuesday is a day launched by the same-name nonprofit organization. It is the day when people around the world come together to give back.
Initially, it started as a day in the US and has quickly grown into a worldwide celebration of generosity and the shared capacity to give. The movement began back in 2019 in the Netherlands. The first edition of GivingTuesday was held on Tuesday, December 3rd, 2019.
GivingTuesday Objectives
- Find a tool to track, monitor, and report the social media activity performed under the hashtag #GivingTuesdayNL.
- Identify if the initiative would be picked up by charities.
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Solution
Activity tracking and mentions monitoring
Having launched the initiative, the team needed a tool to monitor the progress and the level of social engagement. The monitoring opportunities that social media offer were insufficient for the in-depth overview. Additionally, the reporting capabilities of the platforms were incomplete and decentralized.
Awario provided the team with those data combined with reporting, analysis, and interaction functionality all in one dashboard.
The team was monitoring the #GivingTuesdayNL hashtag from November until December 10. They need to check if, on the day itself, Tuesday, December 3rd, the total number of mentions for #GivingTuesdayNL would be different from the other days. That was just the case. The hashtag became a trending topic on Twitter by Tuesday noon.
The GivingTuesday team used Awario daily to see how often the hashtag #GivingTuesdayNL was mentioned on the different social media channels. The tool was used to reply or reshare to posts having the hashtag #GivingTuesdayNL and was adopted as a day-to-day solution for engagement.
Not only could we easily follow what was written about the first Dutch GivingTuesday, but also the team was able to reply to these posts almost instantly. No extra tools were required for this, as Awario allows you to respond directly from the dashboard.
The team made good use of reporting. It helped to assess the impact the social media posts had been making during the month before GivingTuesday and on the day itself.
Charities supporting the initiative
Using Awario, the team followed the initiative performance across different countries and various GivingTuesday hashtags.
The joint effort helped the team to inspire 250+ charities to support the initiative and showcase it on social media. Awario provided the team with the opportunity to immediately react to those cases on social media.
Using Awario as a primary tool for interaction, the Giving Tuesday team organized several interviews with the charity organizations and ran the live event. During the LIVE 8 hour Facebook/YouTube event, the team detected 1600 mentions with the reach of 13.5 million on their first GivingTuesday edition in the Netherlands.
Thanks to Awario, our movement was able to acknowledge the social media effort of our volunteers in the days before and on GivingTuesday itself.”
Campaign Results
- 250+ charities joined the initiative
- 8 hours live event held
- 13.5M reach on the 1st edition in the Netherlands
- 60+ countries support the initiative
- Instant interactions to the mentions found with Awario resulted in several interviews on television & radio
