Siena College’s 2024 Giving Tuesday campaign united alumni, faculty, staff, students, and friends in the spirit of radical generosity. Rooted in a cherished Siena tradition, the campaign linked each gift made on December 3 to the lighting of a candle at the Grotto, symbolizing prayers, intentions, and collective impact. The goal was to light all the Grotto candles by day’s end, illustrating how “Saints light the way to a brighter future.” A multi-channel approach—featuring email outreach, social media storytelling, and on-campus engagement—brought the campaign to life. Alumni challenges, real-time updates, weekly countdown videos, and GiveCampus advocacy showcased the power of community giving. The strategy emphasized participation over dollar amount, reinforcing that every gift, no matter the size, makes a difference. The response was deeply meaningful. Siena saw strong participation, enthusiastic engagement across digital platforms, and a powerful connection between philanthropy and tradition. More than a fundraising effort, the campaign brought the community together and demonstrated that when Saints give together, they shine even brighter.
From the Judges
Siena College's campaign was a thoughtful and mission-driven effort that used the campus Grotto and candle lighting as a powerful symbol of collective support. The strong tie to the school's faith-based identity, emotional storytelling, and visual resonance made it a standout example of embracing institutional uniqueness. With excellent return on investment and a meaningful Giving Tuesday message, the campaign demonstrated how mission alignment can drive donor engagement.
