The holidays are a season for giving. And now with our “More Together” partnership, Facebook and Rawspace are building opportunities for generous hearts to give IRL to one of the most popular fundraising groups supporting military families in need.
Over the years, Facebook has become an extremely powerful outlet for charitable giving, having collected over $2 billion in donations since the 2015 launch of its charity and philanthropy initiatives.
Coinciding with Giving Tuesday, Facebook is expanding its online charity measures to integrate pop-ups experiences all over the country, with holiday events happening in New York, Chicago, and Los Angeles. All donations will go directly to the Military Mama Network– a nonprofit group supporting military families in need this holiday season.
Starting in 2013, the Military Mama Network has grown into a successful non-profit agency, providing supply boxes for deployed troops, moral support for trainees and families, and public outreach to help promote recognition and appreciation for the service provided by our troops and their loved ones. With over 17,000 members, the Military Mama facebook group has also become a powerful support forum for relatives and friends of service members to come together, connect, and share advice and support.
These holiday pop-ups serve as an extension of the company’s successful “More Together” campaign, an initiative created by Facebook’s CMO Antonio Lucio to promote interconnectivity through social media platforms to foster support and community building. Military Mama Network was recently featured in the platform’s holiday ad as a means to raise awareness for the campaign.
“We know Facebook is where people go to support the causes they care about,” said Samantha Wu, Vice President of brand and product marketing. “We wanted to create a physical pop-up to highlight one of our groups, Military Mama Network, to showcase in real life the power of people coming together for a cause they care about, and to help make the holidays magical for a number of military families.”
Located at our 580 Broadway location, attendees of the event are encouraged to donate to the Military Mama Network through QR codes located on fun, oversized gift boxes featuring seasonal items like a mitten, teddy bear, or a tree ornament. The QR code then takes guests directly to the Facebook donation page where they can learn more about the Military Mama Network and make their contribution.
Taking advantage of the immersive nature of pop-ups, the event also features a festive display running the powerful Facebook ad for the Military Mama Network, as well as information about both the project and the Facebook group’s founder Geriann Wisebrook. Visitors can write letters of support to military families and troops overseas, and the event also includes festive photo backdrops and a full-service hot chocolate bar.
The Military Mama Network fundraising initiative is just one of the ways pop-up experiences are affecting the world to promote positive change. Charities require inventive marketing methods to drive traffic and encourage contributions. The pop-up experience allows for these important groups to make use of the short term nature of the pop-up, drive social media attention towards their cause, and help positively affect the lives of troops and the families of servicemen and women all over the globe.
It’s a cause we at Rawspace are incredibly proud of this holiday season.