From the Nominator

The University of Georgia identified the need for a campaign that would follow our giving day (held late March) and before our fiscal year-end campaign in early June. We wanted to try something fun and fresh that would resonate with new donors, while reactivating lapsed ones and encouraging a second gift from current donors. The squirrels on the UGA campus are numerous and beloved facet of our campus. We were inspired by Ole Miss’ “Name a Grove Squirrel” initiative through their annual giving day. For UGA's Name a Squirrel campaign, $10 to any fund would earn a donor a digital certificate with their squirrel’s chosen name. Donors who made gifts of $70 or more would receive a plush squirrel in a UGA hoodie and a printed certificate with their squirrel’s chosen name. This campaign was wildly successful and exceeded our expectations: We received 1,341 total donors, with 269 new donors, 132 LYBUNTs ("last year but unfortunately not this" year donors) who renewed their generosity, and 300 reactivated donors. The total revenue raised was $56,000+, which went to numerous funds across campus. The return on investment for this project was 264%.

From the Judges

The University of Georgia team delivered a clever and highly creative campaign that leaned into a core part of student life. By fully committing to a "this or that" giving structure flavored with puns and humor, the team achieved excellent donor reactivation and impressive return on investment. It is replicable, as this strategy itself was influenced by another institution. While it was focused more on personality than philanthropic impact, the execution was tailored to the UGA community and driven by a fun, colorful marketing hook. Ultimately, this initiative proves that a simple, well-executed concept can drive massive engagement when an institution embraces its unique traditions and sense of fun.