The UCD Champions - Changing Futures campaign was launched in 2014 and is the lead brand for UCD's regular giving program, which provides opportunities for alumni to reconnect with UCD by asking graduates to support various UCD priorities. Prior to launch, there was no program in place to engage alumni en-masse in this way with a view to generating immediate income, a sense of community among graduates and a pipeline for higher value giving over time. It was decided that a campaign with a scholarships focus would address the above deficiency as well as helping the University to achieve its goal of increasing student numbers from under-represented groups. The campaign aims to ensure that all students have access to a university education at UCD, regardless of their ability to pay and also ensures that the best and brightest students are provided with as much support as possible to reach their potential.
From the Judges' Report
A very creative entry that integrated all aspects with their campaign and resulted in a high response rate. A faculty staff campaign that was specific and focused on a target audience. Judges all loved the concept of alumni writing words of encouragement to current students, creating a special connection with past and current students and increasing the level of personalization.
