BACKGROUND: GLAAD is a movement of leaders in the LGBT community that combines expertise and resources to keep equality at the forefront of America’s cultural conversation. GLAADs impact on newspapers, magazines, blogs, radio, television, movies and more helps to transform attitudes to bring about real change.
MEDIA AWARDS: The 24th Annual GLAAD Media Awards were held in New York, Los Angeles and San Francisco, Chicago and Atlanta. The event brings celebrities, corporate partners, media professionals, and young adults together in support of GLAAD’s mission.
GOAL: To gain new GLAAD donors and increase overall donations at all events.
MOBILE FUNDRAISING STRATEGY:
- Multiple on-stage calls to action for mobile donations
- Supporting table tents and signage with giving instructions
- Real-time fundraising thermometer showing pledges on screen on stage
REAL TIME RESULTS DISPLAYED ON SCREEN:
At each event, at the most emotional point in the program, attendees were instructed to text “GLAAD” to 41444 followed by their pledge amount.
GLADD staff members entered all non-mobile donation totals for the event (checks, online gifts, matches, cash, etc) with donor names to jumpstart event donations and keep the thermometer (see right) moving until the goal was reached. This tactic resulted in each of the 5 locations reaching their fundraising goal.
Pledges were fulfilled via text link. Unfulfilled pledges received up to 3 text message reminders as well as a follow up phone call.
Los Angeles $158,220
San Francisco $39,355
New York $14,931
By Daniel Scalisi, Founder/ EVP Sales & Market Development