The strategic goal was to introduce a video to feature the impact of alumni philanthropy and position a scholarship appeal delivered by a USC student for giving day, affectionately known as USC Day of SCupport. The video solicitation was emailed and texted to alumni scholarship past donors (nearly 30,000 alumni), as a special segment for USC's giving day strategy. Again, our concept to bridge past philanthropy and impact with current need for scholarships to support our students was the motivation and purpose, and we hoped as a strategy we would see a positive increase in donors and dollars for our giving day.
From the Judges
Great use of archival footage. Strong message and bringing in the current students at the end pulled the whole thing together. Very nice!
