From the Nominator

#MoveInMiami is Miami University’s annual day of giving, anchored to move-in day for the incoming class. In 2025, the campaign honored the Class of 2029 with a goal of securing 2,029 gifts in 20 hours and 29 minutes. The campaign integrated direct mail, digital advertising, peer-to-peer ambassadors, on-campus activation, premium incentives, and real-time personalized stewardship. More than 250 project pages empowered departments, teams, and student organizations to champion their own causes, reinforcing donor choice across 662 designations. New in 2025, we used AI to generate personalized URLs for prior donors, directing them to pre-populated giving forms reflecting their previous designations. This reduced friction and reinforced donor identity, contributing to an 86.16% retention rate. To attract new donors, we introduced a playful $18.09 “Name a Squirrel” opportunity, which accounted for more than 10% of first-time gifts. In just 20 hours and 29 minutes, the campaign generated 4,201 gifts totaling $3.1 million—more than double the participation goal—and raised $25 for every $1 invested. Fourteen percent of donors made their very first gift to Miami, the highest acquisition rate in campaign history. By anchoring philanthropy to a powerful campus moment, #MoveInMiami continues to evolve from a giving day into a university-wide tradition.

From the Judges

This exceptional nomination stands out for its staggering results, most notably a high-energy execution that yielded an impressive return of $25 for every $1 spent. By creatively connecting the act of giving to the emotionally significant experience of moving onto campus, the initiative established a powerful link to the institution's mission. While the one-day event required a significant investment in printing and materials, the judicious use of AI and fresh theming resulted in enormous donor retention and clear success. Overall, this program serves as a brilliant blueprint for how other institutions can leverage shared traditions to drive innovative and impactful fundraising.