Before legendary UNC Men’s Basketball Coach Roy Williams retired, he and his wife Wanda made their largest gift ever to Carolina by donating $3 million to three scholarship programs. Recognizing an opportunity to amplify the impact of their gift, the Carolina Development Office created Playing It Forward, a scholarship initiative designed to honor the Williamses by creating more opportunities for undergraduate students. In just two months, Carolina donors gave more than $3.6 million through an integrated, multi-channel marketing strategy that included email, social media, digital advertising, branded landing and giving pages, and printed/digital one-pagers. Stewardship included a money-can’t-buy book and a commemorative calendar featuring the Williamses' philanthropy and impact.