In a recent Nextdoor poll, 9 out of 10 neighbors 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 neighbors to take part in the Neighborhood Give Back in a number of ways.
As a platform built on trust, Nextdoor is a valuable way to fundraise with neighborhood donors to support a mission. Located within the For Sale & Free experience on Nextdoor, Sell for Good enabled neighbors to sell and buy goods that directly benefit local nonprofits. Nextdoor partnered with Feeding America to help end hunger in the neighborhood throughout the holiday season, enabling neighbors who sold items through Sell for Good to donate all or a portion of the proceeds to Feeding America or other non-profit organizations.
With many neighbors 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 neighbors to sell and give away personal items, sell homemade goods in the Neighbor Made category, list individually owned property for rent or sale, adopt a pet, and more. Neighbors 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 Neighborhood Give Back. Nextdoor’s newly launched Events feature allows neighbors to easily create an event and share it with those nearby. From neighborly gatherings or hosting a charitable event, Events lets neighbors post in the newsfeed or Nextdoor Groups to spread the word. Neighbors can see nearby Events on Discover, which features a new Events Map filter, allowing neighbors to explore a variety of local events within an interactive map experience.
To promote the campaign, Neighborhood 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 neighbor emails, blog posts, social posts, a webinar, targeted media outreach and a press release - was deployed to further amplify the campaign.
Our inaugural Neighborhood Give Back was enormously successful on multiple fronts and strongly aligned with our purpose - to cultivate a kinder world where everyone has a neighbor they can rely on. The strategic collaboration with Feeding America was viewed 113 million times by neighbors on platform and in press. Moreover, the Neighborhood Give Back drove a +4.5% increase in For Sale & Free posts on Nextdoor, indicating that charitable focused messaging drives neighbor engagement.
“As we enter the holiday season, the rising cost of food continues to impact communities and our neighbors’ 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 neighbors can support neighbors during a time of increased need.”
Chief Marketing & Digital Engagement Officer of Feeding America
“Kindness is the fabric of society that makes life vibrant and every day, we see neighbors weaving good will into their communities and inspiring those around them. This year, many of our neighbors may be in need of support. The Neighborhood Give Back is an opportunity to turn inspiration into action and together with Feeding America, neighbors can play an active and meaningful role in supporting their communities.”
Nextdoor CEO
