In a recent Nextdoor poll, 9 out of 10 neighbours in the U.S. said they were planning to help others in December. Donating money or items topped the list (47%), followed by volunteering (22%), shopping local (15%), and hosting a fundraising event (6%). To show that giving could be simple and easy, Nextdoor enabled neighbours to take part in the Neighbourhood Give Back in a number of ways.
As a platform built on trust, Nextdoor is a valuable way to fundraise with neighbourhood donors to support a mission. Located within the For Sale & Free experience on Nextdoor, Sell for Good enabled neighbours to sell and buy goods that directly benefit local nonprofits. Nextdoor partnered with Feeding America to help end hunger in the neighbourhood throughout the holiday season, enabling neighbours who sold items through Sell for Good to donate all or a portion of the proceeds to Feeding America or other non-profit organisations.
With many neighbours being more mindful about spending last holiday season, For Sale & Free offered a place to give or discover amazing local and, often free, finds. For Sale & Free is the popular marketplace section of Nextdoor that enables neighbours to sell and give away personal items, sell homemade goods in the Neighbour Made category, list individually owned property for rent or sale, adopt a pet, and more. Neighbours had the ability to list things in the marketplace during the holiday season and beyond.
Gathering with those nearby or giving time and energy to a cause is a great way to take part in the Neighbourhood Give Back. Nextdoor’s newly launched Events feature allows neighbours to easily create an event and share it with those nearby. From neighbourly gatherings or hosting a charitable event, Events lets neighbours post in the newsfeed or Nextdoor Groups to spread the word. Neighbours can see nearby Events on Discover, which features a new Events Map filter, allowing neighbours to explore a variety of local events within an interactive map experience.
To promote the campaign, Neighbourhood Give Back was featured across multiple touchpoints, including a desktop module on the home screen, a banner at the top of For Sale & Free, and a feature within Discover. Moreover, Feeding America was set as the default charity in Sell for Good.
Additionally, a fully integrated marketing campaign - including neighbour emails, blog posts, social posts, a webinar, targeted media outreach and a press release - was deployed to further amplify the campaign.
Our inaugural Neighbourhood Give Back was enormously successful on multiple fronts and strongly aligned with our purpose - to cultivate a kinder world where everyone has a neighbour they can rely on. The strategic collaboration with Feeding America was viewed 113 million times by neighbours on platform and in press. Moreover, the Neighbourhood Give Back drove a +4.5% increase in For Sale & Free posts on Nextdoor, indicating that charitable focused messaging drives neighbour engagement.
“As we enter the holiday season, the rising cost of food continues to impact communities and our neighbours’ ability to make ends meet, much less celebrate holidays that often revolve around food. It’s incredible to work with Nextdoor this holiday season, partnering with communities in the mission to end hunger by providing another way neighbours can support neighbours during a time of increased need.”
“Kindness is the fabric of society that makes life vibrant and every day, we see neighbours weaving good will into their communities and inspiring those around them. This year, many of our neighbours may be in need of support. The Neighbourhood Give Back is an opportunity to turn inspiration into action and together with Feeding America, neighbours can play an active and meaningful role in supporting their communities.”
