Campaign: Drive to 125
Company: Manulife Financial
Nonprofit Partner: None
Launch Date: April 17, 2012
In celebration of its 125th anniversary, Manulife Financial is encouraging Canadians to collectively pledge 125,000 hours of volunteer work for causes via the Get Volunteering Facebook page. Canadians are encouraged to visit Get Volunteering and pledge the number of volunteer hours they plan to invest from now until December 5th, 2012. Additionally, each person who makes a pledge will have their name entered into a special drawing. The winner will direct a $10,000 donation to the charity of their choice.
This campaign feels particularly effective for individuals who already commit to volunteering on a regular basis and can estimate their volunteer time over the coming year and share their pledge with friends via Facebook. Eight months in the Facebook environment is a virtual eternity and will require repeated reminders to the communities involved to maintain engagement levels. Integrating individual stories of volunteerism might add a human-interest element to this campaign.