Success Story Born This Way Foundation

Lady Gaga raises over USD 68,000 for youth wellness with Facebook

The Born This Way Foundation is committed to supporting the wellness of young people, and empowering them to create a kinder and braver world.

Success Story
“This is the first time we did a campaign of this type through Facebook. We were so excited about the strong response and will definitely incorporate it into our efforts moving forward!”

– Maya Enista Smith, executive director, Born This Way Foundation

Solution statement

To achieve its goals of advancing wellness and empowerment among young people, the Born This Way Foundation leverages rigorous academic research and authentic partnerships to provide them with improved mental health resources and kinder communities – both online and offline.

Lady Gaga decided to donate her 32nd birthday to the Born This Way Foundation through Facebook’s birthday fundraiser – a tool that lets public figure Pages raise money for charities on Facebook.

“We’re thrilled! It was an amazing way to activate followers beyond liking and sharing content and to complete a higher-bar ask such as donating. We were so excited to see such a strong response and so grateful to our community!”

– Maya Enista Smith, executive director, Born This Way Foundation

Impact

Using Facebook’s birthday fundraiser tool, the Born This Way Foundation was able to tap in to Lady Gaga’s dedicated fanbase of 55+ million Facebook Page followers.

USD 68k+

raised, outperforming the original USD 6,000

2.1K

Donations

28K

Shares of donation Page

Campaign goals
  • Raise awareness for Born This Way Foundation.
  • The campaign aimed to raise awareness and funds for the Born This Way
    Foundation, starting with a goal of USD 6,000, in honour of the organisation’s 6th anniversary.
Approach

Multi-channel, multi-account

The organisation looked beyond its own Facebook Page, posting across
a number of Born This Way Foundation-affiliated Facebook accounts.
Lady Gaga’s team posted across multiple channels and platforms to
drive awareness to the Facebook Page fundraiser early in the campaign.

Think big

Develop a comprehensive campaign for your fundraiser – the more channels, platforms and accounts you can include in your strategy, the better.

Get your supporters excited

Born This Way Foundation supporters regularly help the organisation by sharing content and encouraging their friends to engage. Facebook’s Social Good tools make it even easier for supporters to get involved.

Communicate to fans along the way

Reveal fundraising milestones, encourage sharing, incentivise giving and offer live video talks about why the cause matters to you – anything to remind supporters of the importance of reaching your goal.