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SHARE Omaha’s online platform amplifies the needs of the entire nonprofit community, giving all local organizations a chance to be recognized and supported. In 2018, the SHARE Omaha team began to promote Giving Tuedsay, a national day of giving. In 2019 and 2020, we partnered to ramp up its promotion, leading the first-ever coordinated effort in our region and doubling donation goals. In 2021, SHARE Omaha and Emspace + Lovgren continued our partnership, developing and implementing a marketing and public relations strategy that would reinforce Giving Tuesday an annual tradition for the entire community.
Our community is a generous one, and with a pandemic persisting in 2021, collective giving and volunteering remained incredibly important. Our public relations team asked local media organizations to model this collective spirit by coming together as a unified front to support our entire community during a difficult time. Our strategy was to amplify all acts of good throughout the Omaha metro area, utilizing a media campaign that spanned all broadcast and print media.
The campaign garnered more than 2 million earned media impressions valued at $112,253.
Total run time for earned media nearly doubled from 2020 to 20201, increasing one hour and 27 minutes to two hours and 43 minutes, making Giving Tuesday stories hard to miss. Notably, a 30-minute segment on KMTV gave those who watch Channel 3 in-depth coverage of Giving Tuesday like the metro has never seen before.
Our community raised $5.49 million, exceeding the 2021 Giving Tuesday donation goal by 120%.
Do Good Days, previously Do Good Week, complements SHARE Omaha’s fall giving efforts with springtime energy. In 2021, we helped promote the inaugural event, and the results showed that our community is ready to give year round.
During the week, 25,000 people explored causes on SHAREomaha.org for over 100,000 minutes, 17,813 donations were made, and 25% of donors were new to the platform. Throughout the week, 75% of the 1,247 people who volunteered were new applicants. We were excited and encouraged by the results and look forward to growing this event even more in the years ahead.
