Best of CASE District V Award
 

Institution: Miami University

Title of entry: #MoveInMiami 2025: “Honor Traditions. Fuel the Future”

About this entry: #MoveInMiami is Miami University’s annual day of giving, strategically anchored to move-in day for the incoming class. In 2025, the campaign honored the Class of 2029 with a goal of securing 2,029 gifts in 20 hours and 29 minutes while strengthening donor retention, expanding acquisition, and deepening campus-wide engagement.

The campaign integrated direct mail, digital advertising, peer-to-peer ambassadors, on-campus activation, premium incentives, and real-time personalized stewardship. More than 250 project pages empowered departments, teams, and student organizations to champion their own causes, reinforcing donor choice across 662 designations.

New in 2025, we used AI to generate personalized URLs for prior donors, directing them to pre-populated giving forms reflecting their previous designations. This reduced friction and reinforced donor identity, contributing to an 86.16% retention rate. To attract new donors, we introduced a playful $18.09 “Name a Squirrel” opportunity, which accounted for more than 10% of first-time gifts.

In just 20 hours and 29 minutes, the campaign generated 4,201 gifts totaling $3.1 million - more than double the participation goal - and raised $25 for every $1 invested. Fourteen percent of donors made their very first gift to Miami, the highest acquisition rate in campaign history.

By anchoring philanthropy to a powerful campus moment, #MoveInMiami continues to evolve from a giving day into a university-wide tradition that drives measurable, sustainable growth.