From the Nominator

"The March Matchness challenge is a segmented, multi-channel mini-campaign initially launched in March 2018 to raise funds in support of specific fundraising priorities across the institution. While it is designed and scheduled to capitalize on the energy and name recognition around March Madness, our target audience was our donor base of alumni, faculty, staff, parents, students and friends, with a particular focus on smaller constituencies where matching funds existed to energize those donor groups.   

The initial goal was to raise $150,000 in two weeks by utilizing a matching gift of the same amount from PepsiCo. Each mini-challenge also had an individual goal ranging between $1,500 to $30,000. In total, there were 16 university-wide challenges and 16 athletics challenges, which combined to have matching gift goals of $214,000.    

Following a lead postcard to all previous March Matchness donors, we sent three emails over the course of the two-week challenge to each audience depending on a few factors within our data. Each email had a specific message and progress updates. Phone scripts were also incorporated to discuss the event and individual challenges with targeted constituencies.   

Results exceeded our expectations. We were able to bring in 1,065 total gifts and we raised more than $598,000 for the institution; $234,517.82 from March Matchness donors, $214,000 from matching gift donors and $150,000 from PepsiCo. We were able to achieve these results by creatively marketing the challenge and adding a competitive element through the leaderboard on the website."

From the Judges

Judges found this to be a memorable, creative play on March Madness. Well-executed strategy and concept, engaging donors at all levels, with solid results.