Upgrade Your World - Microsoft and Various Nonprofit Partners
To build consumer awareness and excitement around the launch of Windows 10, Microsoft created Upgrade Your World, a year-long initiative to celebrate those who inspire and empower others to do great things, led by the vision to help people achieve more through technology.
The cause-focused strategy was designed to build upon Microsoft’s long-standing commitment to nonprofits around the world; engage consumers in a global social movement and involve employees.
To reach a broad consumer audience, Microsoft selected 9 global nonprofits to partner with. All organizations received a $500k contribution of cash and promotional support. They also received technology donations tailored to their needs. Selection of a 10th global nonprofit partner was opened to public vote.
To select the 10th nonprofit, Microsoft employed a crowdsourced nominating and voting process spanning the web and social media channels that garnered significant attention among influencers and beyond.
Additionally, in 10 key global markets (Mexico, UK, India, China, Japan, France, Germany, Kenya, Australia, US) Microsoft also selected local organizations to receive a $50k donation and invited people to pick their favorite local organizations with 10 nonprofits total in each market.
Every Microsoft employee globally was given an extra day-off to volunteer to “upgrade the world” in their communities.
Upgrade Your World exceeded business goals to build consumer awareness and excitement around the Windows 10 launch as well as
increase brand favorability and sentiment and has generated interest across the business in cause marketing.
In total, $10M and more than $10M in technology was donated to 110 nonprofit partners around the world.