What Makes a Strong Campaign?
Orange & Blue Days campaign will perform best if they are:
- Focused and specific
Choose a goal that is easy to explain and achievable within a two-day window, ideally something that can be accomplished with 25–50 donors. Broad or unfocused projects are harder to promote and less likely to resonate with donors. - Impact-driven
Donors want to know how their gift will make a difference. Campaigns should clearly communicate who will benefit, how funds will be used, and what success looks like. - Personal and story-centered
The strongest campaigns tell a compelling story. Who’s at the heart of this work? Why does it matter? Use short videos, photos, student stories, or real-world examples to connect with your audience emotionally. - Well-promoted across multiple channels
Crowdfunding isn’t a “post and they will come” strategy. Successful teams plan early to promote their campaign through multiple channels including unit newsletters, social media, email, personal outreach, and leveraging champions and advocates. Think ahead about who would help you promote your campaign if asked. - Backed by collaboration
Strong campaigns use strategies that span multiple areas. Your team should work in partnership with:- Communications staff to shape your message, help identify a goal that makes a good story, and develop a marketing plan across multiple channels
- Stewardship staff to support impact-story collection and messaging before, during, and after the campaign and to ensure your donors are thanked in a timely manner
- Alumni, past donors, and/or academic leads who can help promote your story to a wider audience as social advocates* and/or be champions* who make early/matching/challenge gifts for your campaign.
*social advocates – individuals who agree to help spread the word
*champions – individuals who offer matching or challenge gifts
Communications Collaboration is Key
Crowdfunding success hinges on a strong communications plan and early partnership with the right people.
Each project team must consult with their unit’s marketing/communications staff before submitting a campaign proposal. These colleagues can help you define your audience, sharpen your story, and build a strategic schedule of promotional touchpoints. You will be asked to name a communications contact in your application.
In addition, we strongly recommend working with your stewardship team to begin collecting impact stories related to your project. These can be used not just during the campaign, but also in follow-up messaging to donors—a key part of building long-term giving momentum.
Every project should plan to use at least 3–4 of the following promotional channels:
- Unit newsletters
- Social media posts (unit-managed and advocate-driven)
- Targeted email solicitations
- Direct personal outreach from project team members or faculty
Questions?
Reach out to OVCIA’s Associate Director of Strategic Engagement, Rachel Hull, at rhull3@illinois.edu.