We were so excited to shape uOttawa’s first Giving Day from the ground up! Our approach was driven by three core principles: activating donor identities, authentic storytelling through real program impact, and multi-channel integration.

First, we used our existing knowledge of this organization and its audiences to identify key identities we wanted to mobilize. This became the creative framework of the campaign, grounding it in who donors believe themselves to be when they engage with uOttawa.   We incorporated uOttawa’s campaign messaging that fostered connectivity, inviting donors to join something bigger, to help create “infinite possibilities” for students. That language positioned donors as co-creators of student success.

Second, we know donors give more generously when they can direct their support toward something personally meaningful. So, we proposed something unique for uOttawa: a Giving Guide brochure that showcased specific opportunities to make an impact across campus. Donors could discover and give to, unique programs they cared about, whether that was student mental health, Indigenous initiatives, or cutting-edge research. To really bring the work to life, the Giving Guide told authentic stories about programs making tangible differences for students.

For a multi-channel approach, we coordinated every touchpoint to reinforce the same message and create multiple pathways to giving. House donors received a letter from the Provost and Vice-President Academic Affairs and Giving Guide in the mail. We helped to script a telemarketing campaign that uOttawa ran internally, ensuring phone conversations echoed the written appeal. And we collaborated closely with uOttawa’s digital team and their web vendor to create a Giving Day website where donors could browse projects and support multiple funds in one transaction.