CSX, one of the country’s largest freight rail companies, is dedicated to serving its employee base. Nearly 20% of the company’s workforce is comprised of U.S. veterans. Through its Drop and Give Them 10 campaign, CSX asked supporters to literally drop, do ten pushups, and share socially to benefit nonprofit partner Wounded Warrior Project. For every 10 pushups, CSX donated $1 and was able to raise over $50,000 for the organization, doubling this donation when the participant shared their pushups through social media.
Through a desire to increase recognition of veterans’ invaluable contributions
, and spotlight a nonprofit providing invaluable services to that community, the Drop and Give Them 10 campaign was born.
The campaign’s easy ask – do ten pushups and share via social media – created a low-bar for participation, and embedded social spread.
I was able to get the scoop on the campaign from Carla Groleau, Director of CSX’s Corporate Communications.
AM: We loved the use of social media to drive this campaign. Has CSX run other social media campaigns?
CG: Social media campaigns have been a strong tool in our approach for the past few years. In the past, we have focused on engaging individuals primarily through Facebook. For instance, we created the Environmental Pursuit campaign in 2012 to underscore our commitment to environmental stewardship and drive the participation of our vibrant Facebook community around Earth Day. With Drop and Give Them 10, we wanted to broaden our use of social tools via Twitter and Instagram.
AM: That’s terrific! Did CSX find social media to be particularly useful in this campaign?
CG: With Drop and Give Them 10, social media allowed supporters to easily…share their pushups, [and] positive contributions to Wounded Warrior Project with their own social networks. In this way, something as simple as a hashtag [#GiveThem10], tweet or photo became a mechanism for social good.
This approach proved fruitful, with more than 178,000 pushups donated by participants in just 9 days. We consider this hugely successful, and we’re so excited about the overwhelming support that this provides to Wounded Warrior Project and veterans nationwide.
Stay tuned for part II!
Question for discussion: Have you used hashtags to track your social good? Which are your favorite?
Images via Drop and Give Them 10