Giving Tuesday 2021

Goal

Taller Salud's goal for Giving Tuesday 2021 was to raise $3,000.

Activities and strategies

Communications Officer Karina Pacheco and Communications Director Yamilín Rivera participated in two workshops on November 3 and 5, 2021 provided by GlobalGiving. The workshops revolved around effective communications strategies and storytelling and sharing experiences among organizations from different countries participating in the campaign.

2021 Giving Tuesday Campaign in Taller Salud began implementation on November 22, 2021. The campaign was conducted via social media using Taller Salud's institutional accounts on Facebook, Instagram, Twitter, and LinkedIn. A total of 8 publications were made on Instagram and Twitter, 9 publications on Facebook, and 6 publications on LinkedIn.

On November 30, 2021, was sent in the Taller Salud newsletter where the Giving Tuesday campaign was promoted. The email was sent to a total of 6,798 contacts.

Achievements

The campaign raised $11,044.00. There were three forms of fundraising: ATH Móvil, Network for Goods, the Impossible Poster Campaigns, and the Tienda la Caguana. ATH Móvil is an immediate money transfer platform of EVERTEC. Transfers to this platform related to Giving Tuesday amounted to $196.00. Network for Goods transfers amounted to $10,057.00. The Impossible Poster is another campaign that Taller Salud developed with GlobalGiving. The non-recurring collections from this campaign were identified as part of the Giving Tuesday campaign, as we assumed that new non-recurring donors that arose during the campaign period were donating through this platform by mistake. These donations amounted to $100.00. Taller Salud has a store called Tienda La Caguana, where they sell different campaign products, such as cups, t-shirts, tote bags, among others. La Caguana sold $31.00 during the Giving Tuesday Campaign.

Challenges and lessons learned

One of the challenges of the campaign is the implementation capacity of the Department of Communications from Taller Salud is related to the communication support (internally and externally) to the three initiatives that make up our organization in its various activities, in addition to fundraising. This results in logistical challenges that affect the quality of our fundraising campaigns, a lesson learned to modify our priorities for the 2022 GlobalGiving Campaign.

We identified the use of various fundraising sources as a challenge. Not all of the money came in through the GlobalGiving platform but came in through the four avenues explained above, so it was not income that counted towards the match that GlobalGiving provided.

The workshops we received were very useful and we recommend GlobalGiving to continue opening this time of space. Being able to exchange strategies between organizations to improve our practices was one of the greatest lessons learned in this process. We also identified in these spaces that, despite the challenges mentioned above, Taller Salud already has a strong culture and scaffolding to implement a Giving Tuesday campaign with more ambitious goals. Many of the organizations we connected with and met still lacked the structures that we have, and we had not fully realized it.

 Conclusion

Taller Salud exceeded the goal set for Giving Tuesday. However, there are some practices that we want to implement and improve next year.

1. The planning and implementation of the campaign will begin earlier in the year.
2. We will ensure that donations come in exclusively through the appropriate platforms.
3. We will make sure to implement an email marketing strategy based on best practices.
4. We will continue to receive the training and dialogue spaces with other organizations that GlobalGiving provides.