The Coral Restoration Foundation’s mission is to educate people on the dire threats facing coral reefs all over the globe. They are also growing and replanting a genetically diverse sanctuary of corals in the Florida Keys. Our challenge was to raise awareness of the threat to reefs and to engage environmentally concerned citizens in the discussion. Our campaign used social media, targeted digital advertising and some good old-fashioned analog techniques to raise awareness and more importantly raise money through donations on their website. Our effectiveness was measured by video views, video interactions, website traffic, increased followers on social media, volunteer engagement and of course donations. In fact “Giving Tuesday” was the most successful in the organization’s history.