ToGetHerThere: The Girl Scout Challenge

Our presence in the 90th Anniversary Macy's Thanksgiving Day Parade opened a unique opportunity to develop a campaign that celebrated all of the amazing things Girl Scouts do everyday with a national call to donate. We called it the ToGetHerThere: The Girl Scout Challenge and it not only became our very first micro-giving campaign, but was the first time we could collect data surrounding Girl Scouts' Take Action projects. 

Phase 1
We invited our Girl Scouts - especially our recent Gold Awardees - to submit an entry describing how they build a better world (the theme of the 2016 Macy's Thanksgiving Day Parade), what United Nations Sustainable Development Goals their project contributes to, and the hours they dedicated to it. 

Phase 2
The data collected from Phase 1 was analyzed to determine how many hours Girl Scouts dedicate to building a better world and what issues are the most important to them. We discovered that Girl Scouts contribute more than 89.46 hours in a year, compared to a national average of 36 hours, and education was the most important issue they tackled.

Phase 3
This data helped us build a strong case to our audience and strategic partners that it was now time to give to the girls who are already giving back to their communities everyday—and to donate to Girl Scouts. Between November 15th - December 2nd we opened a new portal on our website for individuals to donate to. Every donation was shared 50/50 with our 112 councils to support programming on both the national and local levels. 

Platform: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scout members, girl advocates, existing partners + new partners
Results: Our biggest challenge with this campaign was creating a compelling need to give, because the funds we received are un-restricted and are split for various budget-relieving needs. Although this is great, it doesn't entice an outside consumer to see (and ultimately trust) that their investment will make a difference. After our 50/50 split with councils, our final donation numbers did not meet our preferred goal. We are working through this challenge for future opportunities.

However, for the social media team, this campaign was a huge win. We hit record click-throughs for both the Girl Scout-facing campaign and the micro-giving campaign—with a total of 24,277 for the entire 3 weeks. 

My Responsibilities

  • Led campaign strategy from start to finish.

  • Content creation: social toolkits for both national and 112 councils, graphics, web assets, UGC portal, and blogs.

  • Community management: finding and sharing stories that aligned with campaign goals.

  • Reported and presented campaign results—both to national executives and 112 council leaders.

  • Developed comprehensive presentations for PR strategy needs.

  • Monitored day-to-day social.

  • Approved submissions.

  • Drafted legal language.