From the Nominator
Achieving an alumni participation rate of 22% by June 30, 2022 is one of the most critical goals for Virginia Tech. In order to achieve this ambitious goal, significant donor growth for graduates of the last 20 years is needed. Strategizing unique, non-traditional, digital-first fundraising campaigns is critical to achieve this level of donor growth.
Giving Tuesday is one area where Virginia Tech is innovating, taking risks, and collaboratively designing digital engagement and giving strategies modeling consumer marketing. Building upon success from 2019, when humor was first used as the main element of a fundraising campaign, this campaign from Giving Tuesday 2020 represents how to collaboratively iterate on a successful idea and make it even bigger through engagement and giving strategies.
The goal of this campaign was to leverage the energy for philanthropic giving around Giving Tuesday in a way which activated younger, less traditional alumni to give without competing with other charities during the same time period.
From the Judges
An exceptional campaign that was executed perfectly from conception to conclusion. We admired how the university asked alumni to vote on the design, implemented A/B testing on multiple occasions, and used humorous marketing to attract alumni and donors.