PLU launched a student emergency fund in March 2020, and spent the rest of the spring mobilizing their community to take action on one campaign on the Social Fundraising Platform—rebranding it along the way to create urgency around specific moments. These “mini campaigns” drew in new donors and donors who gave multiple times over a short period of time, while giving the PLU advancement team a chance to iterate and make data-driven decisions about their content.
After an initial focus on more somber messaging, they pivoted to more positive content for #GivingTuesdayNow on May 5, the first of these mini-campaigns. PLU then used insights from #GivingTuesdayNow—namely the impact of that positive messaging—to launch an “8 Days of Care” Beatles-themed push at the end of May, choosing to go with an even more upbeat campaign theme to bring in a fresh wave of support.
“It pulls in different types of people, and also encourages people to give multiple times over the course of the campaign,” said Berglund.
After the 8 Days campaign ended, PLU decided to keep their campaign alive with a clear, positive message about the impact gifts have made so far, and the continued need to show #LutesCare by making gifts over the summer.
The Social Fundraising Platform made it easy to keep that campaign running—and keep building one narrative about all the ways that Lutes have supported each other over this challenging spring. Meanwhile, visitors to the campaign page can easily see their cumulative impact, both in a dollar and donor amount.
PLU successfully ran a longer-term digital fundraising campaign by taking advantage of key GiveCampus product features and drawing on resources from the GiveCampus Partner Success program.
PLU successfully ran a longer-term digital fundraising campaign by taking advantage of key GiveCampus product features and drawing on resources from the GiveCampus Partner Success program: