America's Giving Challenge and its Elements of Success

From December 13, 2007 to January 31, 2008 there was a giving challenge organized by the Case Foundation on two fronts - Facebook, and PARADE magazine. Four elements lead to its success: a competitive structure, a limited timeframe, a "leaderboard", and donation incentives. This report details how the event was organized, the elements that helped it succeed, and insights gained after the challenge was over.