$1.9M Raised on LaunchGood’s GivingTuesday—a 58% Surge from 2023
Overview
In 2024, LaunchGood aimed to break previous GivingTuesday records by uniting the global Muslim community to support impactful causes. Sunan Designs spearheaded a comprehensive marketing strategy that resulted in a historic achievement—$1.9 million raised, a 58.33% increase since 2023, 317 campaigns launched, 21,469 supporters engaged, and participation from 123 countries worldwide. This case study explores the research, strategy, execution, and results that made this campaign a monumental success.
Challenges Identified
Muslim donors often found it difficult to resonate with GivingTuesday as it is not an Islamic event. Their charitable giving traditionally peaks during Ramadan and Dhul Hijjah, leading to limited awareness and participation in GivingTuesday. Additionally, small charities and nonprofits felt overwhelmed by the competition for prizes, lacked effective marketing strategies, and had limited resources to manage campaigns on this significant day.
Tackling Challenges
To address these challenges, Sunan Designs crafted two core strategies. For Muslim donors, we focused on educating and inspiring them by aligning GivingTuesday with Islamic values of generosity and community support. We also fostered donor loyalty by sharing impactful stories and providing personalized engagement beyond the campaign. For campaign creators, we empowered them with step-by-step guides, motivational webinars, and easy-to-use templates, enhancing their confidence and marketing skills for impactful campaigns.
Audience Personas & Tangible Goals
Our strategies targeted three primary groups. Muslim donors of various ages, motivated by faith and community impact, were engaged through educational content and long-term giving incentives. Existing campaign creators, familiar with LaunchGood but seeking optimization, were encouraged to adopt innovative fundraising strategies. New campaign creators received simplified guidance and extensive educational resources to build successful campaigns despite resource limitations.
Strategic Execution
Pre-Campaign Engagement
We launched an 8-part video series and hosted educational webinars, achieving over 100 sign-ups. A targeted social media campaign spanned LinkedIn, Instagram, Meta, YouTube, TikTok, and Twitter, supported by email campaigns that engaged both donors and campaign creators.
Gamified Fundraising Mechanics
Gamification was a core strategy. Live leaderboards tracked campaigns with the most funds raised and supporters. Power Hours awarded $5,000 to top fundraisers during peak times, while Wildcard Giveaways randomly granted $1,000 prizes to campaigns reaching 50 unique supporters.
Comprehensive Content Strategy
We developed engaging content that kept donors and campaign creators continuously involved. This included carousel posts highlighting real-time metrics, inspirational impact stories to foster emotional connection, and leaderboard graphics to fuel friendly competition. In addition, we hosted 4 LaunchGood lives on Instagram on December 3, to help drive more momentum and keep the base energized.
Post-Campaign Engagement
Post-campaign, we maintained momentum with impact recap posts, personalized thank-you messages, and continued encouragement for daily giving. This approach deepened relationships with donors and campaign creators, ensuring long-term engagement.
Impact Key Results (IKRs)
Making LaunchGood the Primary Platform for Ummah Fundraising
Instagram engagement increased by 40%, reaching 20,000 interactions. LinkedIn clicks rose by 40%, totaling 850, and post engagement surpassed 1,000 interactions, reflecting a 40% growth.
Empowering Campaign Creators to Succeed
The video series and webinars empowered campaign creators, with 20% of active participants engaging with educational content. These resources helped creators build confidence and apply impactful fundraising strategies.
Creating Fundraiser FOMO on GivingTuesday
Strategic collaborations with five high-impact campaign creators, the release of three motivational videos, and three live leaderboard announcements generated significant excitement and participation.
Results
Our comprehensive strategy led to record-breaking success. LaunchGood achieved $1.9 million in funds raised, hosted 317 active campaigns, engaged 21,469 global supporters, and expanded participation to 123 countries. Additionally, $150,000 in prizes were distributed to incentivize fundraising.
Key Takeaways
The success of LaunchGood’s GivingTuesday 2024 campaign highlights several key insights:
- Audience-Centric Strategies: Tailoring messages to resonate with Muslim donors and campaign creators was vital in boosting engagement.
- The Power of Gamification: Leaderboards, Power Hours, and Wildcard Giveaways effectively motivated participants to donate and promote their campaigns. LaunchGood already had a good gamification module, and Sunan further helped drive it strategically.
- Educational Empowerment: Providing campaign creators with educational resources enabled them to run more successful campaigns.
- Storytelling Builds Community: Emotional storytelling strengthened the connection between donors and the causes they supported.
Conclusion
Sunan Designs’ strategic approach transformed LaunchGood’s GivingTuesday 2024 campaign into the biggest global movement of generosity. By understanding the audience and implementing innovative strategies, we exceeded all goals and solidified LaunchGood’s role as the leading fundraising platform for the Ummah.
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