UNC Kenan-Flagler Business School – Anniversary “Stock” Appeal Campaign

Posted on 01/10/2020

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.

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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.

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