UNC Kenan-Flagler Business School – Anniversary “Stock” Appeal Campaign
Finding unique ways to capture the attention of your donors is critical to the success of your appeals. UNC Kenan-Flagler Business School used their 100th anniversary to inject some creativity and make their fiscal year-end appeals stand out. The team launched a mock IPO and invited constituents to invest in the next 100 years by purchasing “stock” through their gift.
| Click the image to the right to download the complete sample |  |
|---|---|
| Title | Anniversary “Stock” Appeal Campaign |
| Institution | UNC Kenan-Flagler Business School |
| Submitted By | Jeremy Allen Senior Director of Annual Support and Advancement Communications |
| Category | Special Campaigns/Challenges |
| Institution Type | College / University |
| What fiscal year did this effort occur? | 2019 |
| Description | In celebration of UNC Kenan-Flagler’s 100 years of business education, the business school held a mock IPO, inviting alumni, students, parents, faculty, staff, and friends of the university to invest in Kenan-Flagler—by purchasing “shares” of UNC Kenan-Flagler “stock”. |
| What makes this unique | We think the UNC Kenan-Flagler stock campaign is very unique in a variety of ways. First, it is a great way to celebrate our 100 year anniversary of business education by issuing an IPO. Second, it was a fun way to have alumni, parents, faculty, staff, and students feel like they “own” a piece of the business school and have the responsibility to make sure the next 100 years continue to grow like the last 100. Lastly, the stock campaign was a fresh and unique way to engage a group of donors– and get them to give at the end of the fiscal year. |
| Outcome | We ran the campaign from June 1 – June 30 of 2019 to close out our fiscal year. We only targeted constituents who had not yet made a gift in FY19. We sold 153 common stock and 31 preferred stock, totaling $78k in revenue. We were very pleased with our preferred stock sales and encouraged by the overall results. |
AGN Members receive unlimited access to our resources, discounts, and other benefits. Click here to learn more.
Want to stay up-to-date on best practices in annual giving? Click here to follow AGN's Page on Linkedin!