Project Brief:
St. Vincent-St. Mary High School wanted to participate in Giving Tuesday, the global day of charitable giving, with a goal of mobilizing their alumni and donor community around a single-day fundraising push. The challenge was building a campaign compelling enough to cut through the noise of a day when every nonprofit and school in the country is asking for donations.
Collaboration:
Advancement Team
St. Vincent-St. Mary Staff and Students
Goals
• Drive meaningful single-day donations through a coordinated digital campaign
• Build awareness and excitement in the lead-up to the campaign launch
• Create an authentic, community-driven experience that felt true to the school's identity
• Engage current students as active participants, not just bystanders
Approach:
The campaign was built around a series of three launch videos designed to introduce the initiative and build momentum leading up to Giving Tuesday. Rather than a traditional top-down fundraising appeal, the campaign leaned into the school community itself, culminating in a student-led livestream that brought donors into the experience in real time. A follow-up thank you video was produced after the campaign closed to acknowledge donors and reinforce the community connection. Every asset was guided by a communication plan designed to keep messaging consistent and intentional across every touchpoint.
Result:
The campaign generated over $111,000 in a single day.