From the Nominator

Albion College's GivingTuesday 2023 was our most successful GivingTuesday campaign to date. This campaign featured comprehensive communications and resulted in a 514% increase in dollars raised and a 16% increase in the number of donors from 2022. Partnering with the Office of Marketing and Communications, we created a multi-channel campaign with a goal of reaching 300 unique donors. Strategy involved social media (LinkedIn, Facebook, and Instagram), alumni ambassadors, our student phone-a-thon program, matching gift challenges, and emails. All communications pointed to our GivingTuesday giving portal, a platform made in-house through Slate. Ten email communications were sent--five to all constituents and five targeted. Four donors offered over $141,000 in challenge gift funds that contributed to the success of the campaign. A notable result in response to our GivingTuesday outreach was 29 gifts at $1,000 or more, totaling $161,655. In past years, our student-calling program for GivingTuesday has focused on LYBUNT donors. This year, inspired by a discussion at the Midwest Meeting of the Minds conference in 2023, our director of annual campaigns adjusted our calling strategy to include a segmented focus on loyal donors as well. This spurred immediate success, as our first caller secured a $1,000 gift. Segmentation strategy in 2023 also included a targeted approach for young alumni and first-time donors. This year’s GivingTuesday successfully raised $452,888 from 334 donors, including $14,186 from 121 donors from the student phone-a-thon.

From the Judges

Excellent outcomes and very well done. Successful outcomes from social media efforts, and a great campaign to inspire other universities.