The Big Give 2024 campaign was designed to raise awareness and drive participation in The Nonprofit Council’s 11th Annual Big Give, a 24-hour online giving day supporting over 400 local nonprofits in San Antonio. As one of the region’s most impactful fundraising events, The Big Give connects nonprofits with donors to sustain their missions while showcasing the vital role these organizations play in the community. Noisy Trumpet developed a phased, multi-channel campaign that emphasized early engagement, compelling storytelling, and real-time digital activation to inspire donations and amplify awareness of the event and the nonprofit sector in South Central Texas.
To ensure The Big Give 2024 resonated with diverse audiences and maximized participation, our team conducted extensive research to identify key donor demographics and the most effective channels for outreach. We segmented audiences based on historical donor behavior, corporate entities interested in nonprofit sponsorships, and individuals across Bexar and neighboring counties with a demonstrated commitment to supporting local causes. Insights from past events revealed patterns in donation timing, giving behaviors, and optimal moments for major donor appeals. This research also guided channel selection, combining traditional media such as broadcast and print with digital channels including Meta, YouTube, email, and social media ads to reach the right audiences with the right message.
Noisy Trumpet implemented a phased strategy designed to build awareness, drive early donations, and maximize impact during the 24-hour giving period. In early September, awareness efforts included digital outdoor ads placed in high-traffic areas, including Loop 410 and two miles east of I-10, alongside a limited number of Meta ads, organic social posts, and email messaging designed to educate and prime audiences for participation. Mid-September, the early donation phase leveraged the bulk of paid media, targeting past donors and new audiences on Meta and YouTube, with messaging encouraging supporters to “Give nonprofits a head start and donate early this year.” Finally, the 24-hour giving event on September 18–19 combined real-time digital updates, PR coverage including live segments on KENS-CBS, and strategic ad optimizations to maintain momentum and maximize donations.
Execution included the development of campaign assets featuring storytelling content and multimedia designed to engage the community and highlight the impact of local nonprofits. Public relations efforts provided key messaging for interviews, coordinated local media outreach, and secured earned media coverage. Social media management involved a posting cadence of eight campaign posts on Instagram, Facebook, and LinkedIn, periodic stories, and boosted content to reach wider audiences. Digital and broadcast advertising extended the reach through Meta and YouTube ads, broadcast station IDs on KABB and WOAI, strategically timed print placements in the San Antonio Express-News, and digital billboards in key locations. Email campaigns provided timely reminders, conveyed urgency, and reinforced the community impact of every donation, ensuring the call-to-action remained clear and compelling.
The Big Give 2024 continued its legacy as one of San Antonio’s most impactful philanthropic events, setting new records in both engagement and giving. The campaign raised $5.8 million, up from $5.5 million in 2023, with online donations reaching $3.3 million, surpassing the previous year’s digital total. From the very start, early giving exceeded expectations, contributing $300,000 more than 2023 prior to the 24-hour period and giving local nonprofits a critical head start. Real-time updates, milestone celebrations, and strategic messaging helped build momentum and excitement throughout the day.
Community participation also grew, with 22,954 total donors—up from 22,480—making 31,355 total donations, surpassing last year’s 30,551. Among these supporters were 474 new donors, expanding the campaign’s reach and establishing a broader base for future giving. The phased approach to awareness, early giving, and the 24-hour event successfully connected donors to the tangible impact their contributions would have on more than 400 local nonprofits, emphasizing both urgency and community involvement.
Across digital, social, broadcast, and outdoor channels, the campaign achieved over 168 million impressions, ensuring widespread visibility and reinforcing the mission of The Big Give. By combining compelling storytelling, targeted outreach, and real-time engagement, the 2024 campaign not only drove record-breaking contributions but also amplified awareness of The Nonprofit Council’s mission, inspiring the community to give and solidifying the event’s position as a model for effective, creative, and high-impact awareness campaigns.
