The Goal
In 2013, I had the pleasure of consulting for Kids In Distressed Situations (K.I.D.S.), a nonprofit organization now known as Delivering Good that donates new clothing, children’s products and toys to disadvantaged families. Among my many nonprofit marketing projects working for K.I.D.S. was Toys Across America, a celebration of the tenth anniversary of the Toy Bank, the philanthropic program of the Toy Industry Foundation (TIF), an important K.I.D.S. stakeholder.
The Strategy
To mark this milestone and spotlight the emotional and cognitive benefits of play for children, TIF enlisted K.I.D.S. to execute a giveaway of toys to social service agencies in all 50 states in the U.S., marked by birthday parties for The Toy Bank at all of the locations on the same day.
I executed the K.I.D.S. portion of the campaign, messaging about the event across Facebook, Twitter and the K.I.D.S. WordPress blog using hashtags and talking points provided by the marketing and social media team at TIF.
The Results
The campaign grew use of the Toy Bank hashtag by 733 percent and increased the reach of TIF’s Facebook page by 193 percent the week of the event. My role as one of the project’s point people at K.I.D.S. greatly supported the organizations’ collaboration on this important campaign.