Campaign: Pi Kappa Phi’s Inaugural Founders’ Day of Giving
Client: Pi Kappa Phi Foundation
Roles: Copywriting, video production, photography, motion graphics, social posting, and community management
Goals: Raise $25,000, promote pride in the fraternity, engagement
Strategies: Organic social, paid social, influencer marketing
Founders’ Day of Giving is a day of giving event for the Pi Kappa Phi Foundation focused on increasing the number of donors to the Annual Fund. The event focused on driving donations through the social interaction of members and friends of the Fraternity. This event was focused across Facebook, Instagram, and Twitter. Potential donors were driven to give1904.org to make a donation. The site also provided resources such as suggested social media posts and pre-written direct message samples.
Results:
$28,000+ Raised
850 Donors
22,592 Webpage Views
Beginning on December 7, 2015, three days prior to Founders’ Day, we released our first call-to- action video titled “Keep Our Brotherhood Strong” on YouTube and Facebook. The video featured a student asking for donations of $19.04 in honor of our founding year. The video amassed over 5,000 views on Facebook and nearly 800 on YouTube.
On December 8, 2015, we posted our first leaderboard graphic to our social media channels, with the top eight chapters in terms of donors, while asking for our followers to keep sharing and asking for support. We also retweeted all tweets that related to our campaign.
On December 9, 2015, we posted our second call-to-action video titled “Tomorrow is Founders’ Day.” The video encouraged our followers to continue contributing to our Founders’ Day of Giving. The video engaged over 11,000 people and amassed over 3,300 views on Facebook.
Later on December 9, after our video post, we shared our second and third leaderboard updates at 3:00 p.m. and 6:15 p.m. We utilized Facebook’s new option to share animated GIF images by creating graphics with an animated version of our logo going from the “1904 Founders’ Day of Giving” logo to “$19.04,” above our leaderboard.
Just After Midnight on December 10, 2015, we updated our cover photo and profile picture. The photo included the student from our call-to-action videos and the “1904 Founders’ Day of Giving” logo.
At 12:15 a.m. we shared our third and final call-to-action video on Twitter, YouTube, and Facebook wishing our members and friends a Happy Founders’ Day. The video was retweeted 78 times on Twitter, shared 129 times and liked by 735 people on Facebook. In total reaching nearly 70,000 people, and gaining an additional 2,000 link clicks to give1904.org.
At 9 a.m. we posted our first leaderboard graphic of the actual Founders’ Day. In our caption, we gave a shout-out to our Delta Delta Chapter who had taken the lead in donations. This continued to spark the competition between chapters and lead to more donations. Every hour throughout the remainder of the day, we posted leaderboard updates sharing the top 8 chapters. For our last few updates at 5:30 p.m. and 7:00 p.m. we shared the top 12 and then top 16 chapters.
Around 10:30 a.m. We posted a graphic of our three founders saying Happy Founders’ Day. The post included “#Give1904” at the bottom to tie back to the campaign.
Throughout the Day we shared photos of the four gifts the fraternity gifted the College of Charleston (where we were founded) on our 25th, 50th, 75th, and 100th anniversaries. Giving short descriptions of each gift. These posts proved to be engaging as well as a good break from the leaderboard posts. We also shared a link to our Pi Kappa Phi history videos to remind members of how far we have come in 111 years.
“Thank you all for making our inaugural Founders’ Day of Giving a success!”
Following Founders’ Day, we shared a thank you post with our followers announcing that we had received 800+ donations and that our inaugural Founders’ Day of Giving had been a success.
A few days later, after totaling the donations and getting everything added into our database, we shared a graphic announcing the number of donors and dollars raised, as well as the top two performing chapters.
Since this inaugural Founders’ Day of Giving, the Pi Kappa Phi Foundation has continued to hold this annual fundraising event using many of the original ideas our team implemented in 2015.