Giving Tuesday presents a unique opportunity for ministries to connect with supporters and make a bold ask for donations. However, with nearly every nonprofit vying for attention on this day, standing out can be a challenge. It’s no longer enough to simply ask for support — organizations need to craft innovative strategies to capture their audience's hearts and minds in an increasingly competitive space.
At Radiant, we believe it’s important to think outside the box when participating in popular social trends. One of our clients, ShareWord Global, embraced this mindset and saw incredible success during their 2023 Giving Tuesday campaign by going against the grain.
Fostering a Rare Opportunity for Supporters to Engage
Instead of following the traditional Giving Tuesday path, ShareWord shifted gears and focused on something different: fostering engagement and awareness through encouragement to the persecuted church. ShareWord Global is an organization that works to ignite and fuel a passion in people’s hearts to share the gospel. As you’ll see, their unconventional 2023 Giving Tuesday campaign was completely in line with their brand and their mission.
The campaign strategy was simple yet profound: ask supporters to submit video messages of encouragement to persecuted Christians around the world.
The goal of the campaign was to create an emotional connection between ShareWord Global’s supporters and their mission. This approach would show people the value the organization brings to persecuted believers around the world, which would, in turn, result in future financial support.
After receiving video responses on Giving Tuesday, ShareWord Global turned these encouragements into 3–6-minute montage videos that were sent to Christians in regions such as the Middle East, Southeast Asia and the Far East. As a thank-you to participants, their reactions were recorded and compiled into heartwarming videos, which were then shared with the original contributors. At this point, supporters were gently prompted to give through a subtle financial ask.
Our team at Radiant had the privilege of partnering with ShareWord Global on the campaign through digital strategy and managing the paid social media ad campaign — ensuring the right people heard the message of the campaign and were compelled to respond.
Incredible Results
The results of the 2023 campaign surpassed our highest expectations. The Giving Tuesday campaign brought major awareness to the brand. It garnered 2.7X the reach goal and 5.4X the impressions goal.
The organization received 80 incredibly heartfelt video messages from supporters that Giving Tuesday which began a ripple effect of encouragement and connection throughout the organization — from supporters, to staff, to believers doing the hard work of sharing the gospel on the ground in dangerous regions.
Our partnership with ShareWord Global on this Giving Tuesday campaign was not about quick wins or immediate financial returns — it was about cultivating deep, meaningful connections with supporters that would support the organization in the long run.
What Giving Tuesday is All About
After all, Giving Tuesday started in 2012 as a simple idea: a day that encourages people to do good. It was a day for folks to go out and find a way to give back and to make a positive impact. It was never all about the money — it was always about collaboration, connection and celebrating generosity. Going back to these roots and getting creative can do wonders for your Giving Tuesday campaign.
If you’d like to explore what it means to partner with Radiant for your next ministry campaign, we'd love to chat.
