Princeton Reunions and Princeton annual giving (AG) are both long-standing traditions that bring alumni from all generations together. The unrestricted gifts from annual giving help support the university’s highest priorities and most pressing needs, and close to half of all undergraduate alumni participate in giving each year. At Reunions 2024, we filmed short on-the-street interviews with alumni (both volunteers and non-volunteers), asking them two brief questions: "What's special about Reunions, and what's special about Princeton?" and "Why do you give back to Princeton?" The resulting orange-spirited video was released in early June via email, web, and social media as both a solicitation for alumni to make their gift before the end of the AG campaign on June 30 and as a thank you for those who had already given. Final results for the 2023-24 campaign were $66,702,675, raised with 45% of undergraduate alumni participating.
From the Judges
This was a successful and well-executed campaign. The video's diverse voices and reasons for alumni engagement were impactful and connected with the audience. Creatively straightforward but well-produced, with good attention paid to goal-setting and measurement.
