Case Study: MSU Day of Giving 2016

24 hours to make a difference

Michigan State University is a public university in East Lansing, Michigan originally founded in 1855.

On November 28th, 2016, Spartans united to celebrate Giving Tuesday, a global day of giving. Following the Thanksgiving Holiday, Black Friday, and Cyber Monday, Giving Tuesday intends to bring the community together through charitable giving.

Michigan State decided to participate in this up and coming trend in order to further support educational opportunities. “Spartans Will. Empower.” served as a chance to give back and make a difference to impact current and future students.

On November 28th, 2016, Spartans united to celebrate Giving Tuesday, a global day of giving. Following the Thanksgiving Holiday, Black Friday, and Cyber Monday, Giving Tuesday intends to bring the community together through charitable giving.

Michigan State decided to participate in this up and coming trend in order to further support educational opportunities. “Spartans Will. Empower.” served as a chance to give back and make a difference to impact current and future students.

The Challenge

Michigan State University sought to be top of mind and build overall awareness during this 24 hour fundraising event. During the previous year’s Day of Giving, they raised $13,736, exceeding their $10,000 goal.

It was time to think bigger!

Michigan State’s Office of Advancement set their 2016 goal at $100,000, nearly 10x the amount raised on the year’s previous Day of Giving. The advancement team also aimed to attract more first time donors with small gifts of $5 – $25.

“MSU set their 2016 goal at $100,000, nearly 10x the amount raised on the year’s previous Day of Giving”

The Solution

Visioned Media established a plan that principally catered to the needs of the MSU Alumni Association. They jointly decided to divide the campaign into three separate videos that would be released at various times from the pre-campaign to post-campaign stages.

The goal was to create informative and captivating content that would ultimately encourage individuals to donate. The team accomplished this by capturing numerous students from diverse backgrounds who were shown to be motivated and cheerful.

The videos included fast movement and scenic views of the campus to ignite nostalgia into their viewers and capture the essence of MSU. They also incorporated familiar experiences such as the barriers students endure in order to further relate to the alumni who will view the videos.

 

Video 1: Campaign Announcement

 

Video 2: “Day Of” Video

 

Video 3: Recap Video

The Results

In just 24 hours, this became the largest fundraising day in MSU history!

MSU raised over $240,000 from more than 1,600 donors, exceeding their goal of $100,000 by 240%. The campaign videos gained a total of 17,000+ views and over 100 shares on Facebook.

2016 Day of Giving Results

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Participants
$ 0
Raised in 24 hours
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of Goal Raised
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Video Views

Michigan State University is a public university in East Lansing, Michigan originally founded in 1855. The diverse institution has become most recognizable for their innovative research and student development. On November 28th, 2016, Spartans united to celebrate Giving Tuesday, a global day of giving. Following the Thanksgiving Holiday, Black Friday, and Cyber Monday, Giving Tuesday intends to bring the community together through charitable giving. Michigan State decided to participate in this upcoming trend in order to further support educational opportunities. “Spartans Will. Empower.” served as a chance to give back and make a difference to impact current and future students.

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