The Blue & Gold Campaign for Students was launched in late November 2017, with the goal to raise $100 million in new donor funding for student support over the next three years. In 2018, the first full year of the campaign, we needed to focus on maintaining engagement and excitement for the campaign through a comprehensive marketing and communications plan with collateral that reached potential (and current) donors, alumni, staff, student, and community audiences. However, like many fundraising campaigns, our budget was small and our goals were large. By re-using existing media assets in new and different ways, and dovetailing with a much larger university-wide brand campaign we created and executed a compelling campaign—one that has demonstrably increased conversion rates and delivered excellent fundraising results.
From the Judges
Very professional and clean video with diverse messaging. We liked the appeal and videos for this specific campaign that told the story of the different students.
UBC President Santa J. Ono introduces UBC Blue & Gold Campaign for Students
