"As the successful Think and Do the Extraordinary campaign came to a close at the end of 2021, the office of annual giving sought to build on the campaign’s momentum by creating more funds dedicated to direct student support—benefiting need-based scholarships across campus, developing the next generation of leaders, and meeting our students’ basic needs and emergency challenges. The creation of the Extraordinary Opportunity Scholarship Initiative (EOSI) enables NC State to meet a critical need. The total unmet annual need for North Carolina residents alone is $35.6 million.
The EOSI advertising campaign targeted major gift prospects with the ability to give at an impactful level for scholarships. The campaign had three phases to attract, engage, and inspire the audience to give. The attract phase was meant to educate the audience about how EOSI is used at NC State. The second phase was meant to engage the audience to get them to read more about the initiative on the website. Finally, in the inspiration stage—focused on lead generation — we wanted people to raise their hand and say they were interested in having a giving officer reach out to them.
Google search, Google display, LinkedIn, and Facebook were utilized for digital advertising. The final result was 42 major gift prospect leads for the office of annual giving, all interested in giving to the scholarship initiative."
From the Judges
We liked the creativity, excellent use of social media. They demonstrated their success very well and exceeded all goals and objectives. Very impressive. Showed a wide variety of diversity. Very well done.
