In one day, All In for K-State raised $1,051,199 from 715 donors to bring financial literacy training to all Kansas State students. The campaign amplified an area where Kansas State is considered a national leader: personal financial planning. All In can be a model for schools who want a focused giving day. It tackles one cause that directly affects student well-being.Surveys from both Ohio State and Kansas State showed that 60% of students were worried about paying for school and 33% considered dropping out of college due to finances. We wanted to do something to solve these problems. For 2023, we aimed to deliver financial education to all new K-State students. As a result of the campaign, we launched a new financial literacy class and doubled the staff of K-State’s Powercat Financial, a peer counseling program that is a national model. Email reached the most donors, and the 8 a.m. reminder had the highest click rate--14.43%. Social media generated a 5.41% engagement rate, including 20,000 video views, 11,000 clicks, 567,000 paid impressions, and 173,000 organic impressions. Cost per click was 29 cents. A/B testing showed a long video performing better than a short cut (5,940 vs. 1,287 clicks).
From the Judges
We liked the targeted outreach and segmentation. The design elements were creative and fun, and the excitement surrounding the giving day was demonstrated. Overall, a great concept.
