Stephen Curry Raises $82K To Fight Malaria Through Facebook’s Donate Button

M I S S I O N

The United Nations Foundation’s Nothing But Nets organization is the world’s largest grassroots campaign working to save lives and end malaria for good.

K E Y T A K E A W A Y / S U C C E S S S T O R Y

The donations raised shattered the original goal, and demonstrated how an influential figure can make a real world impact through Facebook.

S U C C E S S S T O R Y | C H A R I T A B L E G I V I N G T O O L S

Jeron Smith CMO of SC30, Inc.

“Facebook reached out about how the functionality of the Facebook platform makes it seamless to raise money for a non-profits. We saw it as a no brainer to use the tool to continue the mission of raising money for

Nothing But Nets with the end goal of eradicating malaria in Africa.”

June 2018

At a Glance

$82K+raised for Nothing but Nets,

vastly outperforming the original goal of $30k

1.4Kdonations

9.2Kshares of

donation page

Increasedawareness for

Nothing But Net charity

I M P A C T

Curry drove sentiment with his many fans by creating a meaningful connection between him

and the work he’s passionate about.

Every two minutes, a child dies from malaria—a preventable disease with the right tools and treatment.

On his 30th birthday, the Golden State Warriors guard and two-time NBA Champion Stephen Curry became the first major athlete to utilize Facebook’s birthday fundraiser, which lets people raise money for nonprofits within the platform.

P R O B L E M / S O L U T I O N S T A T E M E N T

June 2018

Curry posted messages in the fundraiser to announce his goal increase, and encourage fans to continue to donate. He also liked many of the fan comments, creating a personal touchpoint with the donators.

Strategy

C A M P A I G N G O A L

Raise money and awareness for charity Nothing But Nets by tapping into a dedicated fanbase on both Facebook and InstagramIn order to drive awareness and raise money for the fight against malaria, Stephen Curry tapped into his dedicated fanbase of 8 million Facebook followers and 20 million Instagram followers.

A P P R O A C H

Multi-channel, multi-accountIn order to drive awareness, Curry created Instagram Stories, shared a post on his Facebook Page, and discussed the fundraiser across his various social media accounts.

AspirationalWhen Curry surpassed his goal, he increased it to $90,000 and changed the title of his fundraiser from “SC30th 30K for Nothing But Nets” to “90K for Nothing But Nets.”

Personal

June 2018

S O C I A L G O O D T O O L S U S E D

C A M P A I G N L E S S O N S

Develop a comprehensive campaign for your fundraiser—the more channels, platforms, and accounts you can include in your strategy, the better.

Think big

Facebook Birthday Fundraiser

If you find you’re reaching your goal much faster than anticipated, take it to the next level and raise that goal!

Push it furtherPost updates, encourage more giving, and like fan comments as much as possible to drive sentiment.

Keep them engaged

June 2018