Murray State University in Kentucky announced last week that its end-of-year #RacerHolidays crowdfunding campaign raised more than $19,000 toward the creation of 39 new scholarships and several study spots around campus.
The school structured its campaign so that different types of donors could give during different periods. The first week was for students, the second for faculty and staff, and the third was for alumni. Three of the four periods supported scholarships—the final year-end push from December 26 through the end of the year went toward the creation of new study spots at the school and was open to everyone.
Designing different time periods in a campaign for different audiences is a great way to create a sense of competition for participants. It works particularly well for higher ed, where school spirit is a huge motivator for potential donors.
This structure also works well to acknowledge that not all donors are able to give as generously as others. For example, Murray State asked its students for just $10 apiece, but set no designated gift amount for its faculty/staff and alumni audiences. And students who made those $10 gifts were also entered for the chance to win a scholarship.