#GivingTuesday Ukraine 2021
#GivingTuesday
is the All-Ukrainian Day of Good Deeds. This day is created with a simple idea — helping others is easy. #GivingTuesday is not about involving people in one-day events. Our goal is to make them part of the movement and be our allies. Everyone has something to share, and now we offer to allocate your time and split the joy with us, reviewing the results of the All-Ukrainian Day of Good Deeds. Liubov Rainchuk, Giving Tuesday Ukraine global leader
#GivingTuesday in numbers
The offline format of actions still prevails in Ukraine: online
13%
mix of both options
More than
campaigns*
37%
offline
UAH 25 500 000
944
50%
*only those registered on the Map of Kindness and partner resources are taken into account
24 regions of Ukraine
145 localities
more than
4800 volunteers
more than
172 000 participants
the number of mentions on social networks
increased by 16%
~ 94% participants are satisfied with the results of the action
X2
most site traffic rates have almost
doubled
Mentions in the media
increased by 30% (522 — in 2021, 403 — in 2021)*
*according to looqme from September 1 to December 9
Special projects & collaborations
Kind Race x Kind Challenge 1618 charitable donations
60 localities, 8 countries
UAH 1 104 233 for 45 charities
37 individual fundraisers raised more than
UAH 5000 during their campaigns
550 runners 29 teams of runners
Virtual influencer Astra Star has launched a charity simulator For each digital reaction, ie like, comment, or repost, the influencer transferred UAH 10 to one of her three favorite charitable foundations.
UAH 27 230 donated to charities 1981 likes 509 comments 233 reposts
Mini-grants 114 applications 4 winners UAH 93 102 to support projects timed to Giving Tuesday The projects are aimed at organizing various charitable initiatives timed to Giving Tuesday. For example, a charity initiative to collect and repair used laptops and smartphones for children from low-income families. The action is implemented by the public organization "Other Approach" (Lviv region). Organization of a series of charitable master classes in pottery for children and charity fairs of handicrafts made on a potter's wheel. The initiative is implemented by the organization «Volunteers of Transcarpathia" (Transcarpathian region).
GivingTuesday х Docudays
285 interested in participance, 184 participants 7 documentaries on the following topics were shown: • • • • • • •
combating the spread of HIV / AIDS; homeless people; people with autism; protection and preservation of the environment; volunteering, military assistance; people with disabilities; people with visual impairments.
After the screening, 12 experts took part in the discussions. One of them was joined by the protagonist of the film «Peace» Myroslav Gai: «The fact that we are doing global projects is great. But grannies who hand out food or hand-knitted socks to the front line make a significant contribution too.»
Zagoriy Foundation x OLIZ Ukrainian brand OLIZ and Zagoriy Foundation presented a charity silk headscarf, «Good Heart». 15% of the scarf sale was transferred to the public organization «Vidchui», which systematically helps and eases social adaptation of people with hearing impairments. Six influencers joined the promo collaboration. about 50
000 people were covered
10 bloggers shared about the project 8 media provided information support
#GivingTuesdayEveryTuesday
!
A global initiative designed to remind that good deeds can be done not only on #GivingTuesday but also every day. We have prepared 14 good deeds that everyone can do and organized a mini-grants competition to implement initiatives for children.
50 applications 5 projects worth UAH 112 148
Giving Tuesday Community We have many incredible organizations that spread the ideas of the All-Ukrainian Day of Good Deeds in all corners of the country. I believe in the strength of voluntary association and cooperation as we are creating a real self-organized community of Giving Tuesday in Ukraine. Lior Khodos, a team member who develops the Giving Tuesday community
Giving Tuesday Ambassadors are organizations, initiatives, or very active people who are drivers of the movement. They help spread the word about #GivingTuesday and get more people to do good deeds
«Pomahayem» Charitable Foundation (Dnipro) Kharkiv Regional Charitable Foundation "Sotsialna Sluzhba Dopomohy" (Kharkiv) Caritas Mariupol Carital Melitopol Caritas SDE UGCC Charitable Foundation (Drohobych) Caritas Kamyanske PUBLIC ORGANIZATION «MOLOD — MAYBUTNE NATSII» (Mykolaiv) IТ Ukraine Association
#GivingTuesdayKids Just as there is no help too little, there is no age to become a philanthropist. Children have extraordinary energy and kindness that they are willing to share with others. Maria Muradkhanian, #GivingTuesdayKids initiative coordinator
#GivingTuesday at schools 714 educational institutions joined with their good deeds
We developed the “Lessons of Kindness: Ideas and Tips for the School Year” in collaboration with EdCamp UA Information about the handbook was disseminated to
3,200 educators learned about the handbook at EdCamp events
36,710 educators, including: 760 educators read the handbook at regional mini-EdCamp conferences more than
100 educators attended the sessions
devoted to the presentation of the handbook
In total, after the presentation of the handbook, the school organized
48,265 students.
316 charity events, which involved
A contest of charitable initiatives among educational institutions* 178 educational institutions took part in the competition By open voting, the three winners were picked and received valuable prizes for their good deeds: printer interactive whiteboard projector This year, additional gifts were prepared by Gelius.
*The competition is organized by Zaporuka Charitable Foundation with the support of #GivingTuesday
Young ambassadors Polina, 10 y.o.
Stepan, 12 y.o.
She and her classmates collected the necessary products and warm clothes for the homeless and older people living in the Kyiv Geriatric Boarding House. They also wrote letters of support because warm words also warm up.
He and his classmates collected gifts for children undergoing procedures in the children's department of the Cancer Institute as part of the "Box of Courage" campaign.
Maria, 11 y.o. Maria and her family have been helping the Sirius Animal Shelter for two years. Timed to Giving Tuesday, Maria organized a trip to the shelter for their classmates.
Good deeds of youth Public Organization «Volunteer» 98 students took a charity
11 of them implemented their good
course
initiatives after the course
Ukrainian Academy of Leadership 1421 participants
a total of 1426 good
volunteered
deeds were realized
Ukrainian volunteer service 72 participants of the School of Volunteering project
4 of them implemented their
joined Giving Tuesday via a Telegram bot
charitable initiatives
Information campaign Good deeds should sound loud! Good is a rather abstract concept. It can be big or small, manifest in bold deeds or everyday trifles, and be impressive or completely invisible. Good can take any form. And any good is worth talking about. We decided to give Good a chance to speak — to make him the main character of the campaign. After all, when Good asks you for informational support — how to refuse? :) Anna Nishnianidze, сommunications manager at #GivingTuesday
Great bright shapeless, and handsome — that's how the general public imagines Good. In the video, Good communicates the main idea — he likes when people talk about him. This inspires viewers to talk about good deeds. Views:
12 382
This campaign is built on insight. One of the challenges is writing a post about good deeds because people don't like to show off and spend time on it. We wrote
51 helper poems with hand-drawn illustrations and offered to share them on social networks.
685 kind stories were shared during #GivingTuesday
UAH 50,000 for kind stories! For the second year in a row, we are strengthening those who help us to make good deeds sound loud. Eight organizations, mentioned in the largest number of good stories written, received a bonus from us for a total of UAH 50,000. «Pomahayem» Charitable Foundation 3D teenagers Parimatch Foundation
Educational Complex-16 Information and educational volunteer project «SontseLevy» «Yanhol Zhyttia» Charitable Foundation
Inspiration Family Sant'Egidio.ua
Outdoor advertising 298 billboards and city lights in 17 cities of Ukraine* *with the support of our permanent partner Big Media
500 shuttle buses in 7 cities: Kyiv, Lviv, Odessa, Kryvyi Rih, Khmelnytsky, Bila Tserkva, Ternopil* *From 1 to 30 November 2021
20 metro lights and screens at 24 metro stations Kyiv advertising —
29 placements in the city
1089 IBox advertising areas
453 Facebook users used our frame and encouraged others to talk about good deeds
Communication: the media Media coverage is an essential part of Giving Tuesday because it is through audience engagement that we grow and scale. This year, we see positive dynamics from the media's point of view: editorial offices are happy to accept our materials, and some are independently interested in the global movement and write announcements and articles and ask for comments. Zoia Zherelnikova, PR specialist
How the media supported Giving Tuesday?* Online media: 482 materials
News agencies: 6 materials
Radio: 18 materials
Printed editions: 4 materials
*data obtained from media monitoring looqme.io (from September 1 to December 9, 2021)
Total number:
521 mentions
Television: 11 materials
Bazilik Media: Responsible Business: 7 Tips for Business Practicing Charity
Marie Claire: The Good Heart: Modern Influencers on Charity and the Importance of Doing Good Every Day
Sostav.ua: Building trust: why should non-profit organizations learn to speak loudly about themselves?
Ain Business: Business and Charity: How Ukrainian Brands Join Social Initiatives
#SHOTAM: #GivingTuesday. How Ukrainian children practice charity and help others
RBC Ukraine: Charity is not just about money. 7 Ways to Intangible Assistance to Giving Tuesday
Special projects #GivingTuesday Х Zaborona Published 15 stories to inform the audience about the global #GivingTuesday movement. This is a patented Washington Post format whose partner in Eastern Europe is Zaborona.
Radio 17 radio stations (in particular, radio stations RadioClub, Suspilne Mykolayiv, radio of Khmelnytsky region, NV, Ukrainian, Culture, radio M) Ways of interaction: informative audio clips about #GivingTuesday
radio broadcasts with the team
TV Stories about #GivingTuesday Informational videos for 2 weeks Video on Channel 5, Kyiv Channel, Regional TV coverage — Misto TV Channel (Khmelnytsky Region), Suspilne TV in Kherson
Dynamics of media mentions 521
403
276
207
2020
2021
2020 — 403 mentions, 207 of which are original. 2021 — 521 mentions, 276 of which are original. *for the period from September 1 to December 9
Communication: social networks I am delighted with the coverage we received. Seeing many tags every day makes me really happy. Yulia Rainchuk, SMM manager of Giving Tuesday
Calendar of good deeds We talked about what good deeds can be done every day for a whole month. As a result:
4 calendars* *from November 8 to December 5
28 good deeds told about
22 charities during November
the calendar was saved
110 times
Facebook *from September 1 to December 18, 2021
Readers — 28
879
Number of publications — 76 Likes — 21
874
Comments — 466 Shares — 1
080
Coverage — 1
741 642
Instagram *from September 1 to December 18, 2021
Readers — 5
349
Number of publications — 63 Likes — 27
717
Comments — 2
150
Shares — 651 Stories displays — 66 Coverage — 1
108
775 737
Tik Tok
*from September 1 to December 9, 2021
Views — 7
482
Number of videos — 28 Likes — 343
Twitter Displays — 4
Newsletters 631
Number of publications — 10
Telegram Views — 9
575
Number of publications — 72 Subscribers — 148
Newsletters — 14 Subscribers — 1980
22.5%
or 419 always opened
good letters
Website
*from September 1 to December 9, 2021
Users — 29
914
Page views — 91
528
Total sessions — 42
933
Most indicators have grown x2 compared to last year Top 5 localities: Kyiv, Lviv region, Dnipropetrovsk region, Kharkiv region, Zaporizhia region
2021
2020
Facebook mentions for three months —
Facebook mentions for three months —
11 045
9 372
Mentions on Giving Tuesday: Facebook — 4
239
vs
Mentions on Giving Tuesday: Facebook — 2
Website:
Website:
Users — 29
Users— 17
914 Page views — 91 528
568
099* Page views — 45 929* *September 1 - December 9, 2021
Examples of campaigns
Goodacity x #GivingTuesday Goodacity, a community of people working in software development whose goal is to provide an easy opportunity to do good deeds, donated «22 Sparks of Good» — micro-grants to people who wanted to launch charity initiatives but did not have the funds to do so. Anyone could apply for microgrants.
22 applications were supported for UAH 2022 until 2022
Dniprolab x #GivingTuesday
The Dniprolab laboratory held an action timed to Giving Tuesday for two weeks. The company transferred UAH 3 from each CBC in favor of DonorUA. Everyone who joined was told about the need to do good deeds and given fun gifts — antiseptics from «Darnitsa» pharmaceutical company. We will not rest on our laurels and will definitely hold such actions and support such initiatives. Olena Mala, Chief physician of Dniprolab
Lviv Handmade Chocolate x #GivingTuesday It is said that sweets are unhealthy, but not when it comes to our annual collaboration with the Lviv Handmade Chocolate. A month before Giving Tuesday, the «Make a Dream Come True» candy went on sale. Part of the proceeds from its sale was transferred to the activities of the Krona Charitable Foundation. In total, more than 784 candies were sold
UAH 5000 was collected in November 784 people joined in 2 months
Examples of campaigns in schools Bohorodchany Lyceum # 2 In the urban village of Bohorodchany, IvanoFrankivsk region, a seven-day fair was held among schoolchildren. The purpose of the charity fairs was to raise funds to purchase necessary products and things for the elderly and people with disabilities living in Bohorodchany, as well as for adults and children who find themselves in difficult life circumstances due to illness. In total, 25,000
UAH were raised.
650 children joined the action.
Zaporizhzhya general-education school of I-III degrees №95 of Zaporizhzhya city council of Zaporizhzhya region In the city of Zaporizhzhia, a charity event «Help the animals» was held. Children brought pet food, toys, warm clothes. They visited the House of Adoption «Dobri Ruchky». The children talked to the animals, had a walk with them, and made a small memorable photoshoot.
603 children joined the action.
Impressions of the participants *information from the feedback form of the Giving Tuesday participants
77.9% of participants fully
Only 0.4% of Giving
93.8% of organizations
achieved or exceeded the goals of their actions
Tuesday participants did not reach the goal at all
unequivocally recommend joining Giving Tuesday
Media partners
To be continued