SAGA CONTENT SETS A NEW WORLD RECORD!
Saga Content's work with Purdue Day of Giving on April 26, 2017 shattered the world record for a single-day educational fundraising campaign again — raising $28.2 million from 15,181 gifts.
This is the third year in a row that Purdue University has held this record (the previous three records were held by our work with Columbia University.)
PURDUE DAY OF GIVING BY THE NUMBERS:
- $28.2 million raised
- 15,181 total donations
- 54 percent higher than last year’s total of $18.3 million
- 3rd consecutive year holding the record for most dollars raised for higher education through a single-day campaign
- 21% of gifts were from first-time or lapsed donors — a 23% increase
- The three highest participation levels were from the three most recent class years
- 87 percent increase in gifts from international donors
- 56 countries and all 50 states represented
- 42% increase in social impressions: 34 million+ impressions across Facebook, Twitter, Instagram, LinkedIn and Snapchat
- 62 participating programs
- 115 participating student organizations
- Gifts ranged in size from $1 to $2.5 million
INCREASING PARTICIPATION WAS THE TOP PRIORITY —
AND OUR BIGGEST SUCCESS
We saw donor participation increases in every audience segment:
- Alumni: up 27%
- Faculty/Staff: up 41%
- Friends: up 38%
- Parents: up 36%
- Students: up 46%
TAKING DAY OF GIVING GLOBAL
Increasing international donors was also a Purdue priority. International gifts saw increases in every category:
Number of countries: up 27%
Number of gifts: up 85%
Donation amount: up 33%
CREATING A HABIT OF GIVING
The most profound impact has been on the previously untapped audience of recent grads. The three classes with the highest participation rates were the last three: 2015, 2016, and 2014, (and current students contributed 994 gifts) showing that Day of Giving is helping younger alumni develop a habit for giving.
Every class since 1990 (27 class years) saw giving increases in 2017 except for five; seven of them saw massive participation increases of more than 50%. And every year from 1948 to the incoming Class of 2022 made donations.
Despite annual success in attracting new donors, 2,143 of this year’s participants were first-time donors (a 23% increase over the previous year). An additional 1,090 Day of Giving donors were lapsed, meaning they had not given to Purdue in the past five years.
And this effort adds to rather than cannibalizes other efforts: 3,417 Day of Giving donors gave for the second time this year.
TO POWER THE CAMPAIGN, WE CREATED A BOATLOAD OF TARGETED CONTENT
We designed a responsive, 3-phase website, pulling in real-time donation and leaderboard information.
We created a month-long schedule of social content, guided by our strategic framework, to drive interest and build momentum leading up to the day, then used game theory to drive competition and of course donation on the day itself through 33 hourly challenges.
OUR EFFORTS LED TO A SOCIAL TSUNAMI
THIS ONLINE CAMPAIGN BECAME AN ON-CAMPUS SENSATION
Armed with our materials, students hit the ground running, making Purdue Day of Giving a ubiquitous on-campus event as well.
OUR VIDEOS GOT OVER 200,000 VIEWS IN TWO WEEKS