Students show the lowest giving rates to UCR's campus campaigns due to most feeling like they are not in a position to give. The Senior Class Gift offers an opportunity for graduating students an opportunity to give back to the campus, regardless of the amount of their contribution.
To help bring awareness of the campaign, I drafted copy for the email and social media campaign in partnership with the University Communications department. As a result, the campaign received 28 gifts, an open rate of 80%, higher than the average 15-20% that Annual Giving emails receive., and over 1.3k likes on the @ucriversideofficial's Instagram post, performing about 40% better than other posts from the account in May of 2019. The Senior Class Gift also made its presence known at UCR's annual Grad Fair to reach students out on the field.
Tools: MailChimp, Instagram
To view the original email, click here.
