How the American Heart Association Won Giving Tuesday With Help From Social, Search
Giving Tuesday is now one of the buzziest, busiest moments for nonprofit fundraising, despite humble beginnings as a social movement in 2012. However, the day’s rapid rise in popularity has made it hard for even big names like the American Heart Association (AHA) to leave their mark. Those challenges speak broadly to the obstacles that arise around event marketing during crunch times like the holidays.
“This, as a campaign, is starting to align itself with the commercial campaigns we see at that time of year for Black Friday, Small Business Saturday and Cyber Monday,” Bethany Maki, VP of nonprofit digital strategy, PMX Agency, said at the Data & Marketing Association’s “Disrupt” Washington Nonprofit Conference in February.
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