Giving Tuesday Media Campaign Outreach

CAMPAIGN LAUNCH DATE: October (everything will be ready by September)
NOMINATE A CHILD: October thru Dec 15
GIVING TUESDAY donation campaign: Dec 1-15
Books will be delivered to underserved students for Christmas

Books That Build Skills is launching a Giving Tuesday campaign to raise funds for the Foster Futures Reading Program, providing books and Charms Kits to children in foster care and other underserved youth. Our goal is to provide 300 books and 100 Charms Kits, with every donation received by December 15 allowing us to wrap and deliver these gifts in time for Christmas.

A dedicated Giving Tuesday landing page will launch on August 19, featuring online donations through Zeffy and a campaign progress thermometer. A targeted Google Ads campaign will direct donors to the landing page throughout the campaign.

Newsworthy Angle

This campaign is more than a fundraiser—it's a community effort to make Christmas brighter for deserving children. Along with raising donations, we will launch a **public nomination campaign** inviting teachers, counselors, foster parents, social workers, and community members to nominate girls ages 10–15 who would benefit from receiving a book or Charms Kit.

The combination of holiday giving, community nominations, literacy, and support for children in foster care and underserved communities creates a compelling human-interest story for local and regional media.

Geographic Focus

Media outreach should focus primarily on Alabama, Georgia, Tennessee, and Mississippi, with Atlanta serving as the campaign's primary media market.

Priority markets for interviews and media appearances:

Tier 1
*Atlanta, GA
* Birmingham, Alabama (HQ - where CEO lives)

Tier 2
* Huntsville, Alabama
* Montgomery, Alabama

Tier 3

* Franklin, Tennessee
* Nashville, Tennessee
* Jackson, Mississippi

The Founder & CEO is available for in-person television interviews and can do virtual radio, podcast, newspaper, and community interviews within these markets, as well as virtual interviews nationwide.

What the Volunteer Will Do

* Develop key messaging for the Giving Tuesday campaign.
* Write a professional press release announcing the campaign, donation drive, and community nomination program.
* Develop a strategic earned media plan leading up to Giving Tuesday and the December 15 deadline.
* Build a targeted media list focused on Alabama, Georgia, Tennessee, and Mississippi.
* Pitch the story directly to reporters, editors, producers, assignment desks, and community publications.
* Conduct follow-up outreach to secure interviews and earned media coverage.
* Coordinate media opportunities with the Founder & CEO.
* Help increase public awareness, encourage child nominations, and drive donations through the Giving Tuesday landing page.
* Support the campaign's goal of funding **300 books and 100 Charms Kits** for children in foster care and underserved communities before December 15.

This project directly supports our mission by helping us place more books into the hands of children who need them most. The Foster Futures Reading Program is one of our primary initiatives for expanding access to books for children in foster care and underserved communities, removing financial barriers so every child has the opportunity to discover the joy of reading.

Our goal is to provide **300 books and 100 Charms Kits** through this Giving Tuesday campaign, helping hundreds of children experience the adventure, confidence, and curiosity found in the Charms Book Series. Designed specifically for girls ages 10–15, these story-driven adventures make reading exciting while naturally building life skills, STEM awareness, and career exploration.

By increasing public awareness and fundraising support, this project will help us inspire more young readers to fall in love with books again—strengthening literacy, building confidence, and opening doors to brighter futures through the power of story.

We are committed to making this project successful by ensuring the volunteer has everything needed to begin outreach immediately.

Our Giving Tuesday landing page, online donation portal, campaign thermometer, and child nomination form will be fully completed and live by August 21. A targeted Google Ads campaign will begin in September to drive traffic and support the broader media campaign.

We will provide campaign messaging, program information, logos, high-quality photos, and any additional images or descriptions needed for media outreach. We are also happy to assist with gathering supporting information or responding to media requests.

Our Founder & CEO will be highly responsive throughout the project, providing quick feedback and approvals to keep momentum moving. She will make herself available for television, radio, podcast, print, and other media interviews, with as little as three hours' notice whenever possible, and will maintain a flexible schedule during the campaign to maximize media opportunities.

We view this as a collaborative partnership and will work closely with the volunteer to ensure they have the resources, responsiveness, and support needed to generate meaningful media coverage and help us reach our Giving Tuesday fundraising goals.