Purdue University: Day of Giving 2014
Social Media
Video Production
Content Marketing
Project Overview
With direct mail results flagging, Purdue University needed a new fundraising strategy to engage recent alumni, attract first-time donors and reinvigorate the existing donor base. Story Worldwide, which has pioneered the new field of Social Giving™, combined social media, game theory and original content to create a 24-hour “Day of Giving” that shattered records for Purdue. Under the theme line “Opportunities Granted,” Story’s documentary campaign delivered true tales of how money given to Purdue creates new opportunities with profound human impact by funding financial aid and world-changing research. Together with social conversations, the stories were part of a live publishing program on Facebook, Twitter and Instagram. Applying game theory, Story programmed the content together with real-time fundraising competitions among the various schools and programs at Purdue. Matching-fund challenges were the winners’ prizes. Competition results were posted live to an interactive leaderboard on our online content hub, where all donations were tallied in real time. The Day of Giving raised $7.5 million in a single day, generating 6,500 gifts from all 50 states and 17 countries. It also far exceeded the university’s goal for engaging new donors—stimulating an unprecedented 1,000+ first-time gifts.Client
Purdue UniversityTags
social giving
fundraising
nonprofit
school
university
content
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