VCU Giving Tuesday
2019
Goal
Raise $15,000 for the university food pantry, Ram Pantry, within 24 hours.
Result
Working with the university's social media team, I developed a messaging plan that pushed out campaign milestones and overall progress across several social accounts.
Using this digital-first approach, the “End student hunger at VCU” campaign exceeded its fundraising target and raised $16,533; providing the equivalent of 5,400 meals for VCU students.
Awards
Commonwealth Award of merit in the category of Shoe String Budget, PRSA Richmond (Public Relations Society of America, Central Virginia)
2018
Goal
Successfully launch the first VCU Giving Tuesday fundraising initiative.
Virginia Commonwealth University embarked on its first Giving Tuesday effort Nov. 27, 2018. To make sure the campaign was a success, we launched a complex and comprehensive social media effort from the primary university Facebook and VCU Alumni channels.
ResultI developed a matrixed social media strategy that incorporated both the primary university Facebook account and VCU Alumni channels. Overall the campaign raised $142,215 with 23% of those donations coming from those reached by our social ads.
The social media strategy resulted in a $12 return for every $1 spent in the social space and donations through Facebook were 32% higher than an average donation.
Awards
Commonwealth Award of Excellence for Giving Tuesday, PRSA Richmond (Public Relations Society of America, Central Virginia)
