DaVita: Giving Season campaign story

DaVita's Melissa Shelton shares how her team turned a standard year-end match into a company-wide movement. Watch how DaVita builds momentum for Giving Tuesday, from early planning through a "week of service" that keeps the energy going well past December 1.

Highlights from this clip:

• A two-for-one match with a full campaign around it. DaVita starts building awareness in October, working closely with its communications team across multiple newsletters, from local "village giving updates" to a company-wide push.
• Day of Giving, extended into a week of service. Since 2024, DaVita has paired Giving Tuesday with a week of volunteer opportunities, including a gift wrap party with five community partners, each with their own QR code to drive direct donations.
• Framing the match as a shared goal, not a cap. Rather than announcing a dollar limit, DaVita rallies employees around "helping reach" the match goal, which grew from $250,000 in 2024 to $333,000 last year.
• Grassroots momentum through ambassadors and gamification. Two employee ambassador programs help spread the word, and friendly leaderboard competition (tied to DaVita's "Ripples" recognition program) keeps engagement high at zero extra cost.