A Giving Tuesday 2024 Campaign for the
Juanita C. Grant Foundation
A Strategic Campaign to Drive Awareness, Engagement, and Support
for Innovative Co-Generation Programs.
Client: Juanita C. Grant Foundation
Role: Digital Marketing Consultant
Tools: Canva, MailerLite, Content Studio
Year: 2024
Project Overview
Objective
Create and implement a comprehensive email and social media campaign to increase awareness, donations, and engagement for the Juanita C. Grant Foundation’s co-generation programming initiatives.
Target Audience
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Older adults
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Community leaders
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Local government representatives Partner organizations.
Themes
✔ Ending social isolation
✔ Fostering co-generation
✔ Building bridges across generations.
Campaign Strategy
Key Goals
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Raise awareness about the impact of co-generation programs in eliminating social isolation.
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Drive donations on Giving Tuesday to expand these programs.
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Engage with the audience through email and social media content that inspires action and highlights the mission.
Approach
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Create compelling messaging tailored to resonate with older adults and community leaders.
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Use a phased campaign approach: pre-announcement, day-of giving, and post-campaign gratitude.
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Leverage the organization’s color palette and branding for consistency across platforms.
Email Campaign Details
Overview
A three-part email series targeting potential donors with clear calls to action.
Incorporates engaging subject lines, compelling preheaders, and visually appealing content.
Social Media Campaign Details
Overview:
A four-part campaign designed for Instagram, Facebook, LinkedIn, and Twitter.
Focused on building anticipation, driving donations, and expressing gratitude.
Reflections and Learnings
What I Did Well
1 / Created clear, consistent messaging that aligned with the organization’s mission.
I ensured all campaign messaging reinforced the Juanita C. Grant Foundation’s commitment to fostering meaningful connections between generations and combating social isolation. Whether through email or social media, the tone, language, and purpose of each communication reflected the organization’s dedication to co-generation programming. This consistency made it easy for the audience to understand the cause, connect emotionally, and feel compelled to act.
2 / Maintained brand consistency across all platforms.
By adhering to the organization’s established color palette, typography, and voice, I ensured a cohesive look and feel across emails, Instagram, LinkedIn, Facebook, and Twitter. This consistency helped strengthen brand recognition and credibility, ensuring that the Giving Tuesday campaign stood out as a professional and unified effort.
3 / Strategically timed messages to maximize engagement.
I carefully planned the campaign timeline, scheduling emails and posts to reach the audience during high-traffic periods and align with Giving Tuesday buzz. For example, I sent reminders during peak engagement times (e.g., morning email sends and lunchtime social posts) and created a sense of urgency with countdown posts. This strategic timing allowed the campaign to maintain momentum and capture the attention of both early givers and last-minute donors.
Lessons Learned
1. Understanding the audience’s preferences is key to crafting impactful messaging.
Through this campaign, I recognized the importance of tailoring messages to resonate with the audience’s values and concerns. Older adults responded positively to messaging that emphasized community connection and empowerment, while community leaders valued the opportunity to contribute to a larger societal impact. Taking the time to understand these nuanced preferences made the messaging more effective and relatable.
2. Combining visual appeal with strong CTAs increases engagement and donations.
The campaign reinforced the critical role of visuals in capturing attention. Eye-catching graphics in brand colors, paired with concise and compelling calls to action, led to higher click-through rates and donation conversions. For example, using buttons like “Give Today to Build Tomorrow” and social media posts featuring clear, action-oriented language and vibrant imagery motivated the audience to take immediate action.