Role: Social Media Coordinator
In 2017, the University Advancement team at UHCL launched a new initiative for Giving Tuesday, a philanthropic holiday celebrated after Black Friday. The Hawks Giving Back campaign focused on increasing the number of donors to the university and boosting the annual giving fund for initiatives and programs at UHCL. I worked with the advancement team to create a social media content plan for this campaign. This included:
Branded content for social media posts to encourage participation from donors, alumni and community ahead of, during and after Giving Tuesday
Social media contest to increase campaign awareness and student participation using #HawksGivingBack
Live posts throughout the day to provide updates on the giving campaign
Photos and giveaways
Graphics
These graphics were created by the University Advancement team and shared across UHCL's primary social media accounts ahead of and during the event.
Participation
Using the hashtag #HawksGivingBack, participants in Giving Tuesday were asked to write a message explaining why they gave, snap an #unselfie and share on social media for a chance to win a prize package. Below are some examples of participation.
Results
This campaign relied heavily on digital communication to spread awareness and encourage participation. By harnessing the power of social media and user-generated content, these efforts helped achieve a positive result for the university. The goal for 2017 was 100 individual donors. The 2018 goal was 150 individual donors.
2017
148 individual donors
$11,466.90 raised in one day
2018
110 individual donors
$13,413.90 raised in one day
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