The Ask

The project, named "Give Where You Live," tackled the challenge of providing visibility and resources to local nonprofits overshadowed by larger organizations, exacerbated by the financial impacts of 2020. The goal was to empower small nonprofits in six key markets to garner community support culminating on Giving Tuesday.

What We Did

To drive the "Give Where You Live" initiative, we took a multi-faceted approach. We designed localized ads in our six key markets, motivating viewers to actively support their local nonprofits. Collaborating with passionate current and former NFL players like Cordarrelle Patterson, Tyler Allgeier, Stefon Diggs, Aidan Hutchinson, Austin Ekeler, and Brian Westbrook, who are dedicated to their communities, brought authenticity to our cause.

In addition, we engaged 13 content creators across these same six major cities. Their compelling social media content highlighted Mailchimp's commitment to community, customer well-being, and success. This approach not only solidified Mailchimp's reputation as a marketing platform with strong values but also created momentum for the #GiveWhereYouLive movement. Through these strategic partnerships, we effectively channeled support to local nonprofits, demonstrating our dedication to meaningful community impact.