From the Nominator

Philanthropy requires that people believe in our ability and integrity. With the value of higher education increasingly scrutinized, we sought to proactively influence public sentiment and reinforce the reputation of the University of Michigan as a force for good. Research conducted by the Office of the Vice President for Government Relations identified three areas where we had the most opportunity for impact: research, college affordability and access, and our health system. Our goal was to interest alumni, donors, health system patients, and others in these focus areas. We launched a digital storytelling campaign, Meeting the Moment, featuring three landing pages devoted to the three focus areas. These pages, which celebrated stories from across the university, were featured on our Michigan Giving homepage and supported by paid social media. We targeted audiences who are familiar with the university and are interested in specific topics within the stories we've collected. In 2025, our 12 ads reached more than 4 million people and received 47,209 clicks. Beyond performance metrics, the initiative delivered lasting value: participating schools, colleges, campuses, and units gained reusable storytelling assets, and most stories were directly connected to relevant philanthropic funds, inspiring audiences to made online gifts.

From the Judges

This submission was selected due to good research and analytics on audience interest. U-M designed a sustainable model which netted strong results. The judges appreciated the focus on three core areas and the strategy to target social media spending based on affiliation. The simple and effective strategy, paired with informed goals, earned excellent results.