The Season of Giving

Cercone Brown Company Logo

‘Tis the season for giving and, on Giving Tuesday, Snapchat teamed up with the Bill and Melinda Gates Foundation to donate up to $3 million dollars to (RED). Three “World AIDS Day” geofilters were created and for every picture that was taken with one, $3 was donated. On top of that, $1 million would be donated if a specific (RED) YouTube video were shared more than 330,000 times.




“It feels good to put a cause-supporting filter on a social media post, but wouldn’t it be nice if those little tokens of support actually counted in real money?”-Mashable


This question made us think—WOAH. Promotion for charities has completely evolved with the help of social media. What used to be a very personal and voluntary act is now much more easily accessible, with just a simple click of a button.


This type of campaign is a two-way street, and that’s why brands love it. While the charity is gaining funds and exposure, the brand is self-promoting and supporting user interaction. In this way, the charity and the brand are both kept in the consumer’s mind.


Some of our clients have used this tactic and we think it’s great:

From November 3rd to December 25th, Garnet Hill is donating up to $15,000 to St. Jude Children’s Research Hospital by giving $5 for every PJ party photo that is uploaded to Instagram with the hashtag #StJudePJParty.

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In October, Rockport Shoes donated $5 to Dress For Success for every post using #MyDailyAdventure and tagging @DressforSuccess, and the campaign raised $10,000 for the philanthropic organization, which provides interview suits and career development support to low-income women.



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The bottom line is that social media has helped charities become more accessible to consumers, and we can all be thankful for that. So, if you see campaigns like these, engage! It’s an easy way to do your part in giving during this holiday season.