Sandra Arrington First Blog Post (S1D) - "#Giving Tuesday" Social Media Marketing Campaign

 #2. One post must talk about how a company is using social media for marketing like the Wheat Thins campaign. There are lots of examples out there - look for them in bus shelters, train stations, radio broadcasts, etc. Describe the use as well as reflect on your impressions. Does this campaign make you more or less likely to purchase the product/service? Why/why not?

                                                      #Giving Tuesday Campaign

For the past 28 years, I have the awesome opportunity to be the Director of Human Resources for Chicago Child Care Society (CCCS), a nonprofit organization located in the Hyde Park community.  CCCS provides innovative, community-based education and social service programs that address the current and emerging needs of vulnerable children and their families. With that being said, social media marketing campaigns is a critical resource tool that we use to engage a community of partners and donors and provide the chance for children and youth to experience positive relationships and opportunities.

Recently, CCCS’ Junior Board used Facebook as a social media marketing tool for a “24 hour online” fundraising campaign titled “#Giving Tuesday.”  #Giving Tuesday was a campaign that happened on Tuesday, December 1, 2015.  This campaign initiative adopted" a family in one of our programs with hopes to raise $700 for winter coats, household items, and other assistance for a family in need. I am happy to report that, by 3:30 pm on that Tuesday, we raised $626.00 and there was still time in the day to meet our goal!

Chapter 5 of the book “Likeable Social Media” discussed an important component of social media; engagement for nonprofits and governments.  The book stated that “social media is tailor-made for such organizations, and the success of a nonprofit in fulfilling its mission, or a government organization in launching an initiative is entirely dependent on an engaged constituent base.” (Kerpen). Because of this engagement, I was quite impressed by the Junior Board’s effort and engagement to launch such a successful campaign.  Even if I wasn’t an employee with CCCS, I would be committed to supporting this effort.  The campaign communicated a “real-life” story, as well as pictures and a wish list from a family that was in need of the above mentioned items.

I would more likely support the mission of the organization along with the efforts of the “Giving Tuesday” social media campaign through financial donations.  By using Facebook, they provided faster and more efficient ways to support this effort while building an engaged community of possible long-term donors and partners.