Givenik, a service affiliated with Jujamcyn Theaters, connects charities and Broadway theatergoers. When theatergoers buy tickets through Givenik.com, they elect to contribute five percent of the ticket sale to a charity of their choice. Charities benefit through revenue earned on ticket sales. Broadway shows benefit through the attention and goodwill generated when Givenik is promoted to a charity’s supporters.
For Givenik to be successful, it must appeal to all three audiences: charities, shows, and theatergoers. Charities must agree to participate in Givenik and promote it to their supporters. Shows must agree to sacrifice a portion of their ticket revenue. Theatergoers must be aware of the service and what shows and charities are available on it. Social media is particularly well-suited for solving problems like ours by enabling us to connect all three audiences in a cost-effective way.
We primarily use Facebook and Twitter with a Givenik brand user. Our principle strategy is to connect charities, shows and their supporters to us and to each other via service posts.
Show fans become charity fans, charity fans become show fans, and everybody becomes Givenik fans. There is nothing fancy here; this is Social Media 101.
We try to remain engaged in the chatter in both the nonprofit and Broadway worlds and contribute to the conversation wherever we can. Read the rest of this entry »