A fundamental piece of #GivingTuesday at Northwestern is creating educational opportunities for students to learn about this key philanthropic movement. In 2019, to replace on-campus events, I created a social media trivia series and interactive quiz to build knowledge about the day at the university and beyond.

This new #GivingTuesday educational and interactive campaign for students of all academic years had a 4% average engagement rate.

5 posts leading up to #GivingTuesday included educational material and early access to support student crowdfunding projects: 5% average engagement rate

2 posts on #GivingTuesday promoted student crowdfunding and the interactive trivia activity: 5% average engagement rate

2 posts after #GivingTuesday stewarded student donors and shared winners of trivia challenge: 3% average engagement rate