From the Nominator

Alumni giving participation has historically been low at The Webb School, and we sought to address this issue in a fun and whimsical way while staying true to our messaging and traditions. The concept of the “Big Foot” had been percolating within our office for several years. In fiscal year 2024, inspired by the 2024 CASE-NAIS Conference, the annual giving team brainstormed and created a campaign centered around Webb traditions, including the Foot mascot, the Wilderness Instruction and Leadership Development program, and our annual tradition of awarding each senior with their senior blazer. Through a multi-channel approach—social media, email, text, video, and mail—we engaged our international and domestic alumni with an entertaining challenge called The Big Foot 100. Its goal was to increase alumni participation in the annual fund and reengage lost donors by asking them to #BeABigFoot. The results exceeded expectations: 157 alumni donors, including 102 new donors, contributed $90,000 in gifts and pledges, increasing alumni participation in FY24. Positive feedback poured in from alumni, board members, and the broader community, many expressing a newfound understanding and appreciation for giving. In addition, by December 31, 2024 in fiscal year 2025, alumni giving participation was 3% ahead of the prior year, indicating sustained momentum from the campaign. The campaign not only met financial goals, but also fostered goodwill, strengthened community ties, demonstrated the power of creativity in achieving strategic objectives, and helped educate our alumni (as well as other constituents) about the importance of giving.

From the Judges

This playful and imaginative campaign stood out for its creative use of the “Big Foot Sightings” theme, drawing inspiration from various traditions. The concept engaged the entire school community—students, faculty, and alumni alike—resulting in improved alumni response and a vibrant, collaborative effort. With colorful, curiosity-sparking materials and thoughtful touches like incorporating the visual art teacher into the design process, the campaign showcased clear, consistent communications and a strong team dynamic. Despite internal challenges, the team rallied enthusiastically and creatively, producing an effective and economical campaign. It’s a fun, adaptable concept that other institutions can easily embrace, which is especially great to hear since they were inspired after attending the CASE-NAIS conference!