On the Edge Campaign of the Year: SCO Family of Services

The hurdles: Time wasn’t exactly on the competitors’ side, and SCO had to focus on galvanizing support through a communications channel it had not fully explored up to that point.

Some of the winning strategies included giving SCO staffers (who were not allowed to vote) simple, step-by-step instructions on sharing the contest with supporters, family members and friends who could vote; developing a plan for Facebook promotions, including customizing the organization’s page to focus on the campaign and providing SCO staff with a plan to keep supporters interested through relevant and engaging posts; and finally a virtual vote-a-thon Facebook event.