"The Eastern Michigan University (EMU) Foundation hosted the ninth version of it's Giving Tuesday efforts, appropriately called GivingTRUEday--a nod to the university's past marketing campaign, Be truEMU.
In 2021, the team set a new fundraising record in the dollars raised in the 24-hour day of giving: $2.2 million, up from $1.2 million in 2020. We put in more thought and preparation than ever and tied it to our recently launched $100 million comprehensive fundraising campaign called "Give Rise." We branded the giving day within the larger campaign and set out to engage our constituents in new, exciting ways.
We were thankful for our ability to do some things in-person and were able create some "noise" on campus this year. We prepped our email and social messaging in advance and thought about how to continue our campaign messaging. We went all-in on connecting with campus academic programs and departments to partner in creating smaller crowdfunding campaigns to promote during the day."
From the Judges
The change in strategy seems to have sparked more engagement from their constituents. This feels like part of a longer-term strategy that is obviously paying off.
