Challenge
In 2020, in-person connection was limited due to the pandemic. The Annual Giving team at the University of Richmond had to find a new way to kick off fundraising with energy and spirit. They decided to try branded merch as a way to engage their donor community from a distance.
That first campaign offered branded face masks. It was a creative solution for the moment, but more importantly, it opened the door to a new tradition. The following year, they shifted to socks, and a much bigger idea started to take shape.
With two years of proven success, the Annual Giving team turned this into an annual campaign. The goal was more than incentivizing donations. They wanted to spark joy, celebrate Spider pride, and offer something meaningful in return for a gift to the university.
Solution
Each fall, Richmond now launches a limited-edition sock design that nods to campus nostalgia. The socks are offered to alumni, parents, and other supporters who make a gift of $25 or more. Since 2022, the University has worked with Magellan Promotions to bring the campaign to life.
Each year’s sock design is different, with subtle callbacks to iconic campus locations or imagery. One pair featured Westhampton Lake, complete with illustrated ducks and the lakeside gazebo. Another focused on the campus bell tower, wrapped in the giant wreath that appears each December. To help the artwork shine, the Magellan team recommended moving from a knit to a sublimated sock in years where the designs called for more detail and color.
The sock is only one part of the experience. The packaging is designed to build anticipation before the envelope is even opened. The fully custom brandelope matches the sock artwork. Inside, a themed insert card mirrors the same style and messaging. Every element works together to create a cohesive and memorable donor experience.
Exclusivity plays a big role in their approach. Each pair of socks is available for a limited time and never offered again. That sense of scarcity has made the campaign feel collectible and special. Some donors even gift their socks to fellow Spider alumni. Others return year after year to grow their own personal collection.
The campaign has also grown beyond its original fall timing. Richmond now uses socks during its annual Spiders Helping Spiders campaign in November, which raises funds for student emergency support, career services, and financial aid.
Outcome
The sock campaign has become a cornerstone of Richmond’s annual giving strategy.
The 2024 Spiders Helping Spiders campaign broke a record for most donors in seven years and brought the highest number of undergraduate alumni donors since 2017.
Feedback has been consistently positive. Donors describe the socks as fun and meaningful, and they continue giving just to receive the new design. The tradition has become a point of pride, connection, and conversation.
As Morgan Harrell, Senior Associate Director of Annual Giving, shared, the campaign has become a highlight of the year. “Our alumni, parents, and students loved these socks. Working with Magellan was a breeze, and we were so happy with the quality of the socks.”
What started as a creative response to an unprecedented moment has turned into something lasting. The Richmond sock campaign continues to grow because it builds community, celebrates school spirit, and offers donors a reason to keep coming back.
Could your next campaign be more than just a fundraising tool — could it be the moment a one-time donor becomes a lifelong champion?
