02 Dec. 2014 | Comments (0)
Giving Tuesday, the global day of giving that will enter its third annual campaign on December 2, is not only an opportunity for individuals to give back, but also a chance for companies to generate buzz around certain campaigns. We’ve been speaking with some of those companies to find out their plans for 2014.
This is the third year that The Home Depot Foundation has organized an event around Giving Tuesday. This year, the foundation will capitalize on the social media frenzy generated by Giving Tuesday to raise awareness of four nonprofit partners. A consumer-focused social media campaign, in which the foundation will donate $1 for every mention of #DoingMore4Vets on Twitter (capped at $200,000), will start on Giving Tuesday and run through the end of December.
Each Tuesday in the month will spotlight one of the four nonprofits and the foundation’s involvement through tailored social media content, with the partners using their designated Tuesday to promote a piece of content on the Team Depot (the name given to The Home Depot’s employee volunteer force) Facebook page. Each “Like” on this content will also result in $1 being donated by the foundation.
The campaign focuses on veterans’ issues, a pillar of The Home Depot’s broader philanthropy work—through its foundation it has invested more than $80 million since 2011 to provide safe housing to veterans and, along with the help of employee volunteers, has transformed more than 15,000 homes for veterans.
The four nonprofits that will receive an even share of the final total are:
- Operation Homefront (@op_homefront)
- Semper Fi Fund (@semperfifund)
- Team Rubicon (@teamrubicon)
- Volunteers of America (@vol_of_america)
While the end-of-year donation to the nonprofits will no doubt be welcome, a lot of the impact The Home Depot Foundation is trying to achieve centers around increasing their partners’ exposure to the general public, and The Home Depot consumers in particular.
On top of measuring the number of times #DoingMore4Vets is used on Twitter, The Home Depot Foundation will monitor how much conversation or attention the campaign brings their nonprofit partners. That means tracking social media data such as spikes in the four nonprofits’ number of Twitter and Facebook followers.
For many companies, Giving Tuesday is not just one day in December, but rather an opportunity to generate impact for nonprofit partners throughout the giving season.