Giving Tuesday is the first Tuesday that falls after U.S. Thanksgiving (this year, it’s November 28th) and began as a concept back in 2012. The campaign has since grown globally since its inception via the #GivingTuesday hashtag.
“Rather than donating money or finding a particular cause, we wanted to find a way to get out there and partner with community members,” says Danielle Gilbertson, director of communications for Allan Bros. “You can donate money or time on #GivingTuesday but often the event ends and the story doesn’t continue. We wanted to find a way to connect with our community. It’s a massive global campaign and this is just our small footprint.”
To date, Gilbertson says they’ve received more than 25 submissions from a variety of organizations including local hospitals, non-profit charities and individual community members.
Connecting is key
And what does Allan Brothers hope to achieve via the campaign? “A lot of people don’t know where we’re located, so for consumers it’s helping them connect with who we are and where the apples come from,” Gilbertson says. “It’s also seeing who these apples go to, so it’s connecting Allan Brothers with the end receiver. I think bringing that story back to our employees will really be rewarding for them.”
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Allan Bros. Fruit