Nicholas Kristof’s Holiday Impact Prize
The Challenge
Since 2009, two-time Pulitzer Prize winner and New York Times columnist Nick Kristof has written an annual “holiday gift guide” column to bridge a philanthropic gap: readers who wanted to help but didn’t know how, and heroic individuals and organizations who desperately needed resources but were off donors’ radar. In 2019, three readers committed $150,000 for Kristof to award to various nonprofits annually over the next ten years. To maximize impact, Kristof needed a brand identity and communications strategy around the commitment.
Our Solution
Every holiday season since 2019, FGS Global has worked to develop an integrated fundraising communications strategy geared towards promoting the “Holiday Impact Prize” – rebranded from the gift guide – by driving readers to Nick’s column and creating buzz across digital platforms. The scope of work includes, among others, creative concepting and delivery, influencer strategy building, website development consultation and in-depth analytics tracking and measurement, in addition to building comprehensive media toolkits for Kristof, each of the participating organizations, and their wider networks.
Results
Since 2019, the Kristof Impact Initiatives have reached over 50 million users on social media cumulating in over $36 million in donations for little known organizations making a difference.
Video Production
We collaborate with each featured nonprofit to create short films that showcase their remarkable efforts. The video featured here highlights OneGoal: an organization that provides planning, preparation, and individual support to students from underserved communities as they transition to postsecondary education.
Website
We designed a website, developed and managed by Focusing Philanthropy, geared toward managing all of Kristof’s fundraising initiatives, as well as to spotlight the winning organizations.
Click here to view site.
Partner Organizations
We have partnered with 20 featured organizations working around the world, in addition to Giving Tuesday and our overall initiative partner, Focusing Philanthropy.
