Scaling generosity through community storytelling

Request

GivingTuesday is a global movement dedicated to celebrating and encouraging generosity, mobilizing millions of people around the world to give, volunteer, and support their communities.

For the 2025 campaign, the challenge was to expand participation beyond traditional nonprofit communications and reach new audiences on social media.

The goal was to encourage everyday people to share how they give back—whether through donations, volunteering, or acts of kindness—and to transform those individual stories into a larger movement online.

Response

To achieve this, we partnered with a UGC creator platform to activate a network of everyday creators who could share their own experiences with generosity and community action.

Instead of relying solely on large influencers, the strategy focused on belief-led participation—identifying people who were already passionate about giving back and empowering them to tell their own stories.

Creators were invited to produce authentic, social-first content about how they participate in GivingTuesday, helping turn the campaign from a top-down message into a community-driven storytelling movement.

This approach allowed GivingTuesday to surface a wide range of perspectives and voices while generating a steady stream of original content across social platforms.

Result

• Generated 100+ authentic UGC videos across Instagram and TikTok centered around generosity and community action
• Expanded reach of the #GivingTuesday conversation across communities all over the country
• Increased social engagement across platforms by 30%
• Generated one of the most generous GivingTuesdays