College Exceeds Giving Tuesday Donor Goal

December 4, 2013

Albion College students outside Bonta Admission Center.Albion College’s first foray into the national Giving Tuesday initiative hit its target and then some.

This year Giving Tuesday, a campaign to create a day of giving at the start of the holiday season, fell on December 3, which gave the Office of Annual Giving the idea for a goal of 123 donors on 12/3. By 10 p.m. ET, with two hours still to go, 123 people had gone online and made a gift to support Albion College.

Among the highlights of Albion’s Giving Tuesday campaign, by the numbers:

  • 128 alumni, parents and friends gave back to the College.

  • $37,760.40 was raised for current and future Britons in the 24-hour period.

  • 2 gave their first-ever gift on Tuesday, December 3.

  • 11 gave a second gift this fiscal year in honor of Giving Tuesday.

  • 9 increased their gifts compared to their previous giving.

The College used email, Facebook and Twitter to spearhead the giving efforts leading up to and during Giving Tuesday. In 24 hours, the Giving Tuesday page on received 420 total visits, with the online giving page receiving 233.

“Giving Tuesday was a new initiative for us that we saw as an opportunity to not only promote financial support of Albion College, but also engage with our alumni, parents and friends,” said Becky Kocher, director of annual giving and parent engagement. “Our offices were busy with calls, emails, texts and visitors eager to be a part of the day. Among the excitement was the participation of our younger alumni. More than 20 percent of our donor goal was met by alumni who graduated in the last 10 years, who gave back to honor a new decade of Britons.”

Alumni, parents and friends contributed to the buzz by sharing pictures and comments describing their pride in giving back. On Facebook, current Albion College parent Sheila Ann Wright shared her appreciation for those who provide support to current students: “I, as a parent of an Albion student, am extremely grateful to all who have given to the college and made it possible for my daughter to receive some of those gifts and scholarships.”

Giving Tuesday provides an additional platform for those who believe in Albion College to make a gift to an institution that continues to prepare future leaders. Thank you for the generous support of Albion College!