For many students, North Carolina State’s annual Day of Giving feels like an event for alumni and community members who are more financially able to give. Because of that assumption, it has been a challenge to encourage students to participate in the day, despite there being multiple ways to contribute without giving money. To change this perception, we updated our social media strategy to include more lead-up content that was educational while still being engaging. The result? An energetic "man-on-the-street"-style game show. Using only a smartphone and a lapel mic, we intercepted students on campus to play a high-speed trivia game. For every correct answer, a set amount of "bonus funds" (provided by the university) was donated to the fund of the student’s choice. By gamifying the giving process, we educated students on the impact of Day of Giving—how anyone can participate, what funds exist on campus, and the direct impact of the day—while letting them experience the rush of being a donor and supporting what they love most about NC State. This approach demystified institutional giving and allowed students to see themselves as active participants in the university’s success. This Instagram reel, which was the first in a series of student-first lead-up content, was a standout compared to previous years’ promotional Day of Giving videos.
From the Judges
Creative and strategic. Students learning something was a nice takeaway.
