Executed Daffy's Gains For Good Campaign, Driving $33.2M+ in Stock & Crypto Contributions
The campaign
Gains for Good was Daffy’s 2024 giving season campaign, a month-long sweepstakes-style charity challenge designed to educate more people about the benefits of donating appreciated stock and crypto and turn that education into action. Each qualifying contribution entered participants (donors) into a daily drawing to win $100 for charity, with a separate grand prize and limited-edition merchandise tied to the collective giving goal.
As one of two marketers at Daffy, I led the campaign’s omnichannel content activation, developing the creative concepts, messaging, briefs, and content across web, email, social, video, partners, product, and editorial.
Coverage: Daffy’s launch blog · Daffy’s post-campaign case study
The strategy
A core part of Daffy’s mission was making tax-smart giving strategies more accessible. We already saw members donating appreciated stock and crypto; Gains for Good used that behavior to educate more people about why they gave this way and encourage more of it.
The campaign was built specifically for Daffy’s financial optimizer audience, people who viewed charitable giving as part of their broader financial strategy. We paired investing and tax-focused education with a collective goal, prizes, real-time data, and an omnichannel campaign that made the behavior visible, timely, and easy to act on.
The execution
My role was to turn that strategy into a full content ecosystem, using the campaign hub as the foundation and extending its message, creative system, and momentum across every major touchpoint.
Digital experience
I developed the landing-page concept and worked with design and engineering to bring it to life. Every section had a job. The live progress tracker created urgency, while competitive elements appealed to financial optimizers. Real-time stock and crypto data gave investing-minded users information they naturally geeked out over. Examples across portfolio sizes made the strategy accessible, and educational content explained the tax benefits and how to participate.
Campaign messaging & creative
I built the campaign messaging and adapted it across the landing page, blogs, email, social, partner communications, product messaging, sweepstakes materials, and winner communications. I also directed creative production across the campaign, including our limited-edition T-shirt.
The core message stayed consistent, but the expression changed by channel: email distilled it into a clear reason to act; social made it timely, visual, and shareable; partner materials made amplification easy; and the product touchpoints brought the campaign directly into the contribution journey.
Social strategy
I developed the day-by-day content calendar from launch through the final winner, mixing education, market commentary, contribution data, milestones, memes, video, and daily winner announcements.
From there, I tailored the creative by platform: X leaned into real-time data, market trends, and memes; LinkedIn used educational carousels to break down the tax benefits; Instagram took those same educational ideas and made them more entertaining and shareable through memes and Reels; and YouTube gave us room for deeper explainers and campaign video concepts.
Daily winner posts created another recurring engagement loop, giving participants a reason to celebrate and share the campaign with their own networks.
Thank you, Daffy! Surprised and grateful to be today's winner!
Daffy@DaffyGivingPlus until Dec 17, for each unique security or crypto donation/day, you’ll earn 1 entry for a chance to win daily $100 prizes for charity like today’s winner, Nathan! 💸
Video concept & production
The video strategy had two jobs: explain the tax benefit of donating stock and/or crypto clearly and make the topic entertaining enough for people to actually want to watch.
Alongside straightforward explainers, I developed a “buy, sell, or donate” concept inspired by the energy of Jim Cramer-style financial TV. Working with Daffy's co-founder & CEO, Adam Nash, I wrote, directed, filmed, and edited the videos. I then sourced and produced the physical buttons and their voiceovers, and extended the concept into PR by sending them to media and influencers.
Partner & product activation
I adapted Gains for Good for partners, investors, and member networks, creating messaging they could easily share with their own audiences.
We also connected the campaign to timely product launches, including Daffy’s new Robinhood crypto contribution flow and Betterment integration. Rather than treating the launches as standalone announcements, we used them to reinforce the same behavior Gains for Good was built to grow: Daffy made giving appreciated assets easier, while the campaign made it more engaging and fun to act on.
For those looking to spread their newfound wealth around, Robinhood has partnered with Daffy to allow users to donate almost any financial asset to over 1.5 million charities.
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This campaign from @adamnash's team @DaffyGiving has raised $5million of a $10million goal for charity from crypto & stock holders in a week 🤯 #GainsForGood #CryptoForGood
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Save on capital gains tax, get a deduction, let your donation’s potential growth work for your charity ❤️ We make it easy! Choose from our partner charities, or access 1.5 million options with our new partner Daffy’s donor-advised fund. 🔗 Learn more: ow.ly/yVe850Uam5L
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If you’ve had a great year with investments, why not share the gains? 🪙 This #GivingTuesday2024, join @DaffyGiving's #GainsforGood Charity Challenge and consider donating appreciated stock or crypto for charity. They’re on track to surpass $20M raised! ❤️ More info: daffy.org/gainsforgood
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Daffy is doing some notable work at the crossroads of fintech and philanthropy. They partnered with Robinhood for crypto donations to 1.7M+ charities. Streamlined ETF donations for Betterment's 900K+ users. Raised $6M+ with #GainsForGood. Check out more about all of this and if you're planning to give back this holiday season, consider Daffy...
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