Virginia Commonwealth University wanted to creatively engage the local community, alumni, and donors as it launched its new fundraising and engagement campaign, "Unlocking Potential: VCU’s Campaign for the Future." This activation was in a 20- by 20-ft. tent, centrally located at a music festival--so enmeshing the campaign brand with a music theme was a secondary goal. The tent featured activity stations, a hydration station, swag, a ceiling installation, and a photobooth. Offerings were free, and no donations were taken on site. This multi-day event was meant to show that VCU is not only an educational entity, but also a community partner. Of course, an overarching goal was to encourage donations. The two-day activation engaged 3,225 people. In the two months following the campaign launch, donors contributed $44.3 million, compared with $8.2 million in the previous two months.
From the Judges
This campaign was an innovative and aspirational example of experiential engagement in higher education. The immersive festival activation, strong community connection, creative presentation, and highly engaging attendee experience were strong. Fundraising and participation outcomes were impressive. This event is a model that other institutions could adapt through community partnerships.
