From the Nominator

McGill University's "Philanthropic Persona Quiz" was conceived as an innovative and engaging tool to connect with the McGill community, fostering a sense of nostalgia while educating participants about the various funds they can contribute to at McGill. The quiz, presented in a BuzzFeed-inspired format with Montreal-related questions, was designed to evoke an emotional connection for alumni, parents, faculty, staff, and friends. Participants discovered their "philanthropic persona" through a carefully crafted quiz, with four persona types: the Science Enthusiast, Health & Wellness Guru, Change Agent, and Lifelong Learner. Each persona was linked to specific areas of interest within the university, providing a personalized philanthropic experience. To maximize impact, the quiz was launched a few days before Giving Tuesday, to pique the curiosity of donors. The comprehensive approach to the project included concept and strategy development, persona creation, design, copywriting, web building, translations, social media engagement, and a volunteer toolkit. This holistic strategy reflected a commitment to innovation, creativity, and collaboration.  The initiative's success was evident in the increase in fundraising revenue and donors for the Giving Tuesday campaign. McGill also received positive feedback in response to the quiz. Overall, the results of the quiz--coupled with our email strategy, creative design and content, and innovative approach to digitally engaging the community--positions McGill as a contender for recognition in this award category.

From the Judges

The judges really liked the creative use of a quiz to "set the hook." The graphics and interface were very well done, and everything played to McGill's unique personality. Good use of suggestion to fund things a donor may not have considered before.