Purdue University is a large research university based in West Lafayette, Indiana, and each year we host a fundraiser called Purdue Day of Giving. The event invites the Purdue community to come together for 24 hours to grant opportunities and transform lives.

In its fourth year, we knew we had to find fresh ways to interact with and engage our audience—students, alumni, parents, friends, retirees, faculty, and staff—in order for the fundraising campaign to beat last year’s numbers.

We decided to take advantage of the huge reach of social media, and conducted a coordinated campaign across Facebook, Twitter,...

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About the Author:

Kate Jolly is the director of Digital Fundraising, University Development Office, Purdue Research Foundation. Steve Schlenk is the associate director of Philanthropic Communications, University Development Office, Purdue Research Foundation. Martin Sickafoose is the director of Digital Marketing, Office of Marketing & Media, Purdue University.