Product ShowCASE: Giving Day Solutions-JAN 2014 Currents Case Study

JAN 2014 Currents Case Study

Pdf Summary

Gustavus Adolphus College, a small liberal arts institution that values community as a core principle, faced challenges in engaging its expanding network of alumni, parents, and friends. In 2013, aiming to raise $2.1 million through its annual fund, the college sought innovative ways to inspire giving, especially from those yet to contribute. Inspired by the admissions office’s success using a phonecast service from the Munley Company, Gustavus’s annual fund team proposed hosting a town hall phonecast—a large-scale, live phone conversation with college leadership.<br /><br />In May 2013, personalized prerecorded calls and emails from President Jack Ohle invited 13,000 community members to participate. Nearly 4,000 answered the call on the evening of May 23 to engage in a 45-minute dialogue about the college’s current state and future. Sixteen participants nationwide asked live questions directly to leadership, while others left voice messages afterward, which were later addressed by college officials. The event also gathered feedback on preferred communication methods.<br /><br />Following the phonecast, the college sent thank-you emails with an annual fund donation request, reinforcing engagement. This strategy, along with traditional year-end fundraising efforts, helped Gustavus surpass its financial goal. Vice President Thomas W. Young highlighted the phonecast as a successful new tool for community engagement, deepening connections and promoting the college’s commitment to its core value of community. The initiative gained national recognition from CASE, demonstrating how innovative communication can transform conversations into meaningful commitments and support institutional growth.

Keywords

Gustavus Adolphus College

annual fund

phonecast

community engagement

fundraising

alumni relations

live dialogue

college leadership

donation request

innovative communication