Campaign: 12 Days of Giving
Nonprofit Partner: 140 User-Nominated Charities
Launch Date: December 10, 2012
WalMart is in the midst of its ’12 Days of Giving’ Facebook cause marketing campaign. The campaign will donate $1.5 million to 140 nonprofits nominated by the retailer’s Facebook users in November. Submissions were initially reviewed by Walmart associates and then a panel from the Walmart Foundation selected the winning charities which are organized into categories to be announced on each of the “12 Days” and spotlighted on the Walmart’s Facebook page daily through Dec. 21.
This Facebook-nomination model has become a popular way of grant making for companies as of late. WalMart adds a twist by then spotlighting categories of winners for their ’12 Days of Giving’. While we love the follow-up spotlight, we wonder if this second portion of the campaign might benefit from some sort of user interactivity as well to bring the stories of the benefitting charities to life.