Western Communities Foundation, the non-profit arm of Western Financial Group, worked in partnership with CanadaHelps to create the #100KForGivingTuesday campaign, part of the global GivingTuesday movement to give. #GivingTuesday presented a perfect opportunity to give back to local groups in a way that would generate connection, conversation, while also GIVING to charities in need. The campaign aimed to engage Canadians, inspiring them to nominate their favourite charities, and those charities would be entered for a chance to receive one of ten $10,000 donations, care of Western Communities Foundation. Keeping in line with Western’s commitment to diversity and inclusion, all Canadians and all Canadian registered charities were eligible for nomination.
Western’s mission for this campaign was to:
By encouraging participation without asking for financial contributions, the campaign offered a unique opportunity for individuals to engage with causes close to their hearts. The campaign’s success underscored the collective power of community-driven, philanthropic efforts.
Western’s social media platforms, including Facebook, Instagram, and LinkedIn, served as the primary channels for this campaign. Canadians were invited to nominate their favourite charities by using hashtag #100KForGivingTuesday. We received more than 8,000 nominations on Facebook alone. More than 1,500 charities were nominated, and we heard some inspiring, heartfelt personal stories about the ways in which various charities have made a significant difference in people’s lives, while learning about the many charities in Canada – both large and small – that are doing very important work for all manner of causes.
The three-week campaign culminated in a public live stream event taking place on GivingTuesday (December 3), hosted by renowned global news broadcaster Akshay Tandon. He announced the 10 winning charities throughout the 50-minute long event with special appearances by notable Canadians: GivingTuesday CEO Asha Curran; CanadaHelps CEO Duke Chang; social media star and body confidence advocate Sarah Nicole Landry (AKA The Birds Papaya); viral #MomTruths video creators and media personalities Cat and Nat; multi-award-winning author Dr. Robyne Hanley-Dafoe; and Olympian Jon Montgomery, host of The Amazing Race Canada. Their participation amplified the campaign’s message and elevated its impact.
Western’s social strategies and considerations:
Crafted compliant ad sets within the social platforms' special ad categories for social issues and charitable causes, using interest-based targeting and broader audience parameters to remain inclusive.
Boosted key organic posts to extend their reach, focusing on maximizing visibility among a wide yet relevant audience.
Promoted posts with clear calls to action, such as encouraging nominations or tuning in for the live-stream event.
Designed countdown ads and posts leading up to significant campaign milestones to build anticipation and excitement.
Executed a strategic content calendar with regular posts and updates to maintain momentum and consistent visibility.
Balanced formats, including eye-catching videos, carousels, and engaging static images, to diversify content and sustain audience interest.
Created visually striking ads with emotional storytelling to resonate with audiences and encourage them to take action.
Focused messaging on community involvement and the opportunity to make a difference by nominating charities, emphasizing inclusivity and ease of participation.
Partnered with Canadian influencers like Sarah Nicole Landry, Cat and Nat, and Jon Montgomery to amplify the campaign’s reach and credibility through authentic, organic promotion.
Shared highlights from the live stream, including moments from the big-name entertainers and CEO announcements, to celebrate the campaign’s success.
Promoted posts showcasing the 10 winning charities, emphasizing the impact of community participation and Western Financial Group’s commitment to giving back.
Continuously monitored ad performance within the special ad categories and adjusted creatives and placements to maximize engagement and ensure efficient use of the budget.
Though the influx of social engagement was positive, it presented the challenge of engaging and tracking nominations, comments with such high volume. The team utilized its contingency plan and added additional team members to contribute to these tasks.
The campaign surpassed all goals – the team anticipated 200 nominations and 1000 live stream views. The campaign reached 1.8 million people through digital channels, generating over 1.4 million social views, 2,000 new Facebook and LinkedIn followers in three short weeks. It also secured more than 32k engagements and 15k live stream views, proving the success of the campaign in accomplishing our mission of generating meaningful engagement with Canadians, current and potential customers, Canadian charities; and showcasing Western’s commitment to care and giving back. With no financial ask, the campaign proved that generosity can be contagious, and that social media can be an incredible tool for fostering participation and raising awareness for worthy causes.