The Challenge
As the University of Georgia (UGA) kickstarted their FY25 fundraising efforts, they faced a challenge familiar to many higher education institutions: acquiring new donors and financially engaging recent graduates in a way that resonates with them. It was also important for these donors to feel that their contribution actually makes a difference in the current students’ experience.
For the past three years, UGA kicked off their fiscal year with a preseason football campaign, and for each of those years, they incentivized with branded merch. “The goal was to make every donor feel like they’re a part of something bigger,” said a UGA fundraising team representative. “We wanted to show that a gift of any amount can add up quickly and make an impact on campus. While this campaign was centered around our football team, allowing donors to make a gift to the area they are most passionate about meant they’ll feel a greater impact with each dollar given.” So that’s exactly what they did.
The Solution
UGA began this campaign by asking their constituents to help select the merch through a poll in their newsletter. This created a sense of ownership and excitement right from the start.
An exclusive 4-pin button set received the most votes and motivated alumni and donors to contribute with a minimum donation of just $5 to receive them. This low entry point was particularly powerful in engaging new donors and young alumni: both of which are challenging donor segments to inspire as they often face financial constraints and are less connected to traditional fundraising approaches. They found this campaign approachable and fun. It provided a low-risk way to support their alma mater or show their Bulldog pride.
Designing four different pins within the set meant there was something for everyone. They could get excited about the different designs and imagine where they’d pin their favorite button. Buttons are so versatile, and you see them everywhere! Clothes, backpacks, fanny packs, corkboards, lanyards and more! That’s why they are a perfect low-price, high engagement item that piques the interest of a wide audience.
The Outcome
What set this campaign apart was its comprehensive approach. UGA designed a multi-channel marketing strategy, promoting the buttons through social media, digital advertising, and email. This allowed them to leverage involvement across the university, as they featured priority funds for each of their schools and colleges, athletics, student affairs and a few big picture university priorities. Donors could give to any area of UGA that they felt the most connected to.
The unique approach of a minimum donation strategy being less than the university’s investment showed that incentivization and rewarding behavior paid off. While the minimum donation was set at $5, the average gift climbed to $25, with approximately 53% of donors giving between $5 and $10. The campaign generated over $49,000 from more than 3,000 donors, outperforming the average total number of dollars raised and constituents engaged than the previous three years.
The long-term vision goes beyond immediate fundraising. “We’re building a culture of giving,” the team explained. “By making donations accessible and fun, we’re nurturing future donor relationships and encouraging ongoing engagement.”
The result is more than just a successful fundraising campaign. It’s a testament to the power of strategic branded merchandise by transforming a simple donation into a memorable experience that increases engagement, celebrates university pride, and helps you renew donors year after year.
