Client

Giving Women

Background

Giving Women, unlike traditional philanthropic organizations, focuses on member contributions of time and expertise, not just money. This unique value proposition offered an opportunity to attract young, aspiring philanthropists who might not have significant financial resources.

Challenge

• Attract new members, specifically young women interested in philanthropy.
• Shift perceptions of philanthropy to appeal to those who might lack financial resources but possess valuable skills.

Strategy

Leveraging a limited budget, the campaign aimed to:

• Empower Existing Members: Existing Giving Women members became the face of the campaign, sharing their personal stories through photographs and video testimonials. Large cards displayed text about their unique experiences as “giving women.”
• Social Media Focus: Transformed member testimonials into branded and shareable social media content for wider distribution across Giving Women’s platforms.
• Hybrid Panel Discussion: A live online event featured both established members and founders discussing the need to redefine philanthropy and broaden participation.

Key Message

The campaign aimed to break away from traditional notions of philanthropy, emphasizing that valuable skills and time contributions are just as impactful as financial donations.

Outcomes

This case study demonstrates how a strategic social media campaign, leveraging existing members and prioritizing personal narratives, can effectively reach a younger demographic. By redefining “giving woman” and highlighting the value of diverse contributions, Giving Women expanded their reach and attracted new members with a broader range of skillsets.