From the Nominator

This year, the Longhorn Band will celebrate its 125th season of ringing the cowbells, shaking the fringe, and raising the spirits of Longhorn Nation. It is the largest and most iconic University of Texas spirit organization—the heartbeat of Texas game day. With Texas athletics moving to the SEC, the Longhorn Band soon will compete with the most well-funded bands in the country. The university launched the Back the Band campaign in 2023 to ensure the best—and best-supported—band on the field is always the one wearing burnt orange. Currently, the band relies on institutional funds that are neither permanently guaranteed nor consistent, while the band’s needs are constant and growing. The campaign’s immediate goal is to build the band’s endowment, which supports scholarships, student service awards, instruments, equipment, and more. With increased permanent funding, the Longhorn Band would become self-sufficient and self-sustaining for generations of students and fans alike. Back the Band cuts across all aspects of development—annual, major/principal, planned and corporate gifts, as well as targeted matches and challenges. A talented team promoted the campaign using spirited design and every marketing channel available—direct mail, web, video, paid and organic social, magazine editorial, advertorials, emails, and texting. But the real “secret sauce” of the campaign’s success in raising more than $7 million in 2023 was the collaboration with passionate and proud Longhorn alumni band members.

From the Judges

We loved this campaign for its simplicity and effectiveness. It's easy to understand and replicate, making it a great model for others. The comprehensive approach targeted all aspects of donor engagement, leading to impressive results. Awesome concepts, and the goals were clearly achieved.