The Annual Giving Exchange

The Blue Pig Campaign at Emory University is an example of a good, integrated online fundraising strategy.

Launched for the first time three years ago with the goal of getting current students in the habit of giving back, the campaign centered around a plastic piggy bank given by the development office to freshmen when they first arrived on campus.  Students were encouraged to put spare change in the plastic piggy throughout the year which would later be collected as donations toward $500 Class Book Awards for their classmates.

The Blue Pig became the campaign’s mascot and was featured in monthly emails to students and as part of the campaign’s social media presence.  (Click here to see the Blue Pig’s facebook page and here to see its Twitter feed.)  All communications encouraged students to add money to their piggy banks or make donations directly online with a credit card or with their Emory Card.

What was especially successful about this online campaign was how well it integrated offline marketing.  “Round-up Events” were held to give students a chance to unload their plastic banks and parents received information about the campaign through direct mail and phonathon calls.

Was it a success?  Yes; student giving at Emory has increased from 2.9% to 12.7% over the past three years and last year, 144 Class Gift Book Awards went to undergraduate students for a total gift of $72,000.