Given that Giving Day is a single-day fundraising event, Q1Media recommended launching the campaign several weeks in advance to build awareness and engagement, with heavier delivery the day before and on the day itself. This campaign utilized paid social media and website retargeting, along with list matching, to reach their specific audience. The audience included a list of more than 60,000 alumni and former donors, which was ingested into Meta for both banner and video campaigns. Q1Media suggested site retargeting to reach visitors of the Giving Day landing page, ensuring the university remained top-of-mind until the event.

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To optimize engagement, the creative assets reflected the university’s brand while highlighting the urgency of participating in the event. Successful engagement also came from targeted messaging adapted for multiple audience segments, including recent graduates, long-time alumni, and past donors, to create relevance across the donor base. Additionally, Q1Media developed a strategic campaign delivery approach to maintain steady audience exposure in the weeks leading up to the event, with targeted creative rotations and a concentrated push in the final 48 hours to maximize reach and encourage last-minute donations.

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