Best of CASE District V Award
 

Institution: Albion College

Title of entry: GivingTuesday 2023

About this entry: GivingTuesday 2023 was our most successful GivingTuesday campaign to date. This campaign featured a comprehensive communication campaign 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 an objective to reach 300 unique donors. Strategy involved social media (LinkedIn, Facebook and Instagram), alumni ambassadors, our student phonathon program, matching gift challenges, and targeted emails. All communications pointed to our GivingTuesday-specific giving portal, a platform made in-house through Slate. Ten strategic email communications included five to all constituents and five segmented, targeted emails related to giving challenges.
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 $161,655.74.
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’s success raised $452,888.06 from 334 donors, of which student phonathon callers raised $14,186.95 and secured 121 donors.