It starts with that closely trademarked “Big Game.” During this “Big Game” football event in Minneapolis, on February 4th, 2018 (wink, wink), Justin Timberlake invited the U of M’s Pride of Minnesota marching band to perform with him during the halftime show. The Pride of Minnesota knocked it out of the park with a flawless performance, and local news took notice.
The University’s Foundation and it's College of Liberal Arts fundraiser, Jake Muszynski, saw the potential in advance. A small group within the Foundation had access to the privileged and secret information about a band half-time performance several days before the Big Game event. The skilled team of fundraisers, communicators, and strategists quickly turned to a generous band donor. Within days, the donor offered to match up to $100,000 to encourage an influx of donations to the band that could be used for travel with the football team for a B1G game. (Funding a road trip for the University of Minnesota Marching Band comes with a $100,000 price tag) In 2018, that game would take place in Lincoln, vs. the Nebraska Cornhuskers.
The campaign was an instant success. Thousands of dollars were rolling in during the first few hours, with more than $20,000 raised in the first week.
The fundraisers behind the project flexed their promotional muscle with a strong news media push, emails to supporters, social media marketing, and engagement of U of M social media influencers to drive the effort. Almost all of the marketing and fundraising was done online, with some gifts coming in-person and 10 percent of the final total raised through telemarketing. This communications work elevated the campaign and kept the momentum strong through the first $50,000+ raised.
Then, a short stall – the fundraising stayed locked in the $50,000 range for the final weeks.
So back to work.
The communications team fired up a video-based email and Facebook Ads campaign to drive toward the finish line. The final week total: $73,000+ raised by the April 6 deadline. Additional gifts trickled in after the “deadline” bringing the total to more than $83,000.
"I had conversations with top donors leading up to the launch of this project, but the incredible thing about this campaign is that everything was organic. There were no gifts set up ahead of time--this campaign was truly built around excitement and timing, and it proved to be extremely successful," says Muszynski.
The elements of the U of M Marching Band campaign were no coincidence. This approach of connecting with major gift capacity donors and working to magnify their generosity through donor-acquiring (and retaining) digital events was a very deliberate strategy on the part of the University of Minnesota Foundation. The Foundation’s team brought talented fundraisers and communicators together with forward-thinking strategy to connect digital-savvy large gift donors with online fundraising campaigns that aligned with the donors’ passions.