Launched in 2012, Giving Tuesday is a global campaign encouraging people to do good. Over the past 10 years, the social movement, which is celebrated on the first Tuesday after Thanksgiving, has inspired hundreds of millions of people to give financially, perform acts of kindness, and support nonprofits. If your brand is looking for fresh ideas to get involved, check out some Giving Tuesday influencer marketing campaigns incorporating authentic voices to promote the charitable movement.
Have a brand ambassador promote your fundraiser
Enlist the help of your biggest fans. Dog bandana and accessory retailer Clive and Bacon got a plug on Instagram for its #GivingDay fundraiser from one of its biggest fans, Vito the Dogfather.
Sponsor a creative donation
Looking for a creative way to double your brand’s impact? Fitness apparel and accessories brand Gymshark, which IZEA named the most influential active apparel brand recently, sponsored self-taught cake artist and baker Robert Lucas to make a gym-themed cake for its Giving Tuesday campaign.
The mega-influencer not only filmed the process and shared it with his 2.3M TikTok followers, but also took the final product to a nearby gym to offer free cake to the staff, patrons and daycare kids.
Do an influencer giveaway in public
Everyone loves free stuff. When skin-care brand Beekman 1802 wanted to give away kits for Giving Tuesday, it turned to mega-influencer account La La Land Kind Cafe.
The channel regularly does “acts of drive-by kindness,” so the influencer behind La La Land Kind Cafe did the same for the skin-care brand, but this time, he gave away a skin-care kit, too.
@lalalandkindcafe the lady’s reaction at the end says it all ☺️💛 spreading kindness w/ @beekman1802 ! / drive-by kindness ep.44 #drivebykindness #spreadkindness #normalizekindness #bekind #beekman1802partner #givingtuesday #fyp
♬ The Reason - Hoobastank
Give influencers cash to give away
For-profit fundraising company Omaze is known for partnering with charities, but its Giving Tuesday campaign was all about giving money directly to kind-hearted people.
Partnering with mega-influencer Juixxe, Omaze sent him $5,000 with instructions to give it away. Juixxe created a five-part video series where he surprised good samaritans who stopped to jump-start his car with $1,000 each.
Promote your donation drop-off locations
Collecting toys, food, coats or money? Skin, hair, and body care products retailer Kiehl’s wanted to spread the word that its stores were drop-off locations for canned goods.
For Giving Tuesday, the retailer partnered with cooking influencer August to create content of her preparing canned yams with an announcement that food donations taken to select Kiehl’s locations would be donated to Feeding America.
@theres.food.at.home What’s your favorite holiday meal? Help us create holiday meal memories with @kiehls & Feeding America! #AD #kiehlspartner #Givingszn #HappyHolidays
♬ original sound - August
Tying in the name of August’s TikTok account, “There’s.Food.At.Home,” the campaign included the tagline, “I know I always say there’s food at home, but unfortunately, not everyone has food at home. More than 18 million children living in the U.S. live in food-insecure households.”
Highlight a store tour
Looking to promote your brick-and-mortar stores? Tie in your Giving Tuesday campaign by partnering with an influencer who can create an in-store tour. The idea helped promote BoxLunch Gifts’ program, which buys a meal for those in need for $10 spent on its products.
Mega-influencer Straw Hat Goofy filmed his shopping tour, highlighting the store’s varied merchandise while explaining how the charitable program works.
Let an influencer host a takeover
If you’ve never let an influencer do a brand takeover on any of your social media channels, Giving Tuesday may provide a low-stress opportunity to test out the idea.
The Giving Tuesday campaign on Instagram allowed two charities to separately share their concepts of generosity on their accounts. In an effort it called “a flurry of interfaith celebrations around the world,” the Giving Tuesday takeovers were designed to promote peace, coexistence and harmony.
First, Launch Good’s takeover included information about the Muslim tradition of giving. A week later, I Give Catholic took over the account and shared some history about generosity in the Catholic tradition.
Use these ideas to kick-start your Giving Tuesday influencer marketing campaigns. If you’re raising money for charity directly, be sure to include links to your fundraising page. After tallying your donations, be sure to share your fundraising results on social media for the sake of transparency.
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