From the Nominator
"In addition to encouraging philanthropic participation, Lenoir-Rhyne’s 2022 Giving Day video initiated and supported the rebranding of LR’s Giving Day from “Bears Have Heart” to “Bears Give Back.” Increasing viewer impressions via social media was key, as was holding viewer attention. To do so, this video was crafted to have a retro look with digitized, antique photos of the LR campus and its students alongside video clips of LR from the 1960s and early 2000s.
The marketing and communications team collaborated to write the script in-house then contracted a professional voiceover artist to record narration to drive the video forward and emphasize the message of Giving Day and introduce its new name, “Bears Give Back.” By adding recent footage of students and campus activities, this video celebrated past and present Bear pride, a message for both old and young alumni, to generate fond reminiscence in the LR community, inspiring them to give back to LR and support future generations of Bears.
In tandem with other multimedia produced for the day, this video supported LR’s most successful giving day yet, which also contributed to the university’s most successful fundraising year ever. The goal was to attract 500 donors. We had a total of 849 and raised more than $695,000. We saw 150 new donors for “Bears Give Back” 2022, which illustrates strong first-time buy in."
From the Judges
The judges like the overall energy that this video brings to the viewer and how they were also able to tie back to their history with old footage.