In 2024, Cornell University’s Giving Day was March 14—also known as Pi Day! Cornell really played into the theme, and executed a campaign that intertwined branded merch to build fun into the experience.
In January, Cornell created a promotional video with Professor Steve Strogatz wearing a branded Giving Day apron—while using actual pies to explain the number pi, and encouraging alumni to consider giving on Giving Day. Additional aprons were provided for Cornell VIPs.
Magellan also printed and fulfilled sticker postcards in February, which helped create awareness for Cornell’s Giving Day. These postcards included Pi Day-themed stickers and Cornell’s To Do the Greatest Good campaign handwritten phrase. The postcards included three segments: one for Cornell’s loyal Giving Day donors, thanking them for donating last year and encouraging them to give early; one for general audiences encouraging an early gift; and blank postcards without messaging that Cornell staff could use for handwritten personalized notes.
Other branded merch used for Giving Day giveaways included hacky sacks and power banks. These were given out at on-campus Giving Day events, to Cornell students who wrote thank you notes to donors.
Additional merch created for past campaigns was also repurposed and shared with Cornell VIPs on Giving Day—including block C lip balms and Cornell-branded wizzard pens.
The results of the event were amazing! Cornell had a record breaking 18,692 donors who donated over $12 million! The gifts came from alumni, students, parents, faculty, staff and friends. Giving Days are successful like this through thoughtful planning and a creative marketing strategy. Cornell’s creative use of Pi Day along with the messaging of “do the greatest good” created the perfect mix that certainly resonated with donors.
