2023 #DUQDayOfGiving

CHALLENGE

The Dean of the Duquesne University School of Pharmacy and the Director of the Pharmacy Alumni Association wanted to increase the number of donations to and the amount raised by the School of Pharmacy on the 2023 Duquesne Day of Giving. Despite only reaching $20,000 in total amount raised once in the past five years, the leadership team set a goal of $30,000 for 2023 and tasked me with developing a marketing and communications campaign to reach prospective donors.

STRATEGY

The senior leadership team worked to secure “challenges” from active alumni, including dollar-for-dollar match gifts and gifts unlocked after a specified number of individual donations. I used all available channels owned by the School of Pharmacy, including:

SOCIAL MEDIA

I created several branded templates to promote the challenges. On the #DUQDayOfGiving, I gave updates via branded infographics of updates for the amount of donations and amount donated.

VIDEO

I produced different videos to promote the day and share with alumni and potential donors, including a message from the Dean.

EMAIL CAMPAIGN

Using alumni mailing lists, I created emails in email marketing platforms to send, including a reminder the morning of the #DUQDayOfGiving.

LANDING PAGE

Additionally, the campaign received a boost from the university heavily promoting the Day of Giving throughout the day.

RESULTS

Donations steadily poured in throughout the day, ultimately surpassing the $30,000 goal at $34,650–a 125.7 percent increase from 2022 and 35.5 percent increase from the previous benchmark of $25,570 set in 2020.

HISTORICAL DATA

Year	Amount Raised	# Of Challenges
2018	$10,920	2
2019	$14,370	2
2020	$25,570	2
2021	$19,022	1
2022	$15,353	3
2023	$34,650	13