As Head of Alumni Affairs at Saratoga Central Catholic School, a nonprofit private secondary school, I was responsible for raising $30,000 annually through appeals to alumni, families, and community members. After years of underperformance before my tenure, I knew I had to take a fresh approach to fundraising. One of my key initiatives was launching SCC’s first-ever Giving Tuesday campaign, leveraging the global day of giving that follows Thanksgiving, Black Friday, and Cyber Monday.

In my first year, I implemented a strategic multi-channel approach, including targeted "Save the Date" graphics and emails, consistent social media engagement, donor education on tax benefits, and scheduled email updates throughout the day to encourage participation. I also incorporated student-led video appeals to expand outreach. This initial campaign raised nearly $2,500, providing a strong start toward the annual goal and valuable insights for future efforts.

By year two, I refined the strategy, incorporating SMS marketing—a previously untapped resource in our advancement efforts—to reach past donors directly. I also embedded countdown timers in emails to create urgency and set a higher participation goal to challenge and motivate the community. By 8:00 AM, we had already surpassed the previous year’s total, and by the end of the day, the campaign raised $7,500—200% increase from the year prior.

This initiative transformed donor engagement at SCC, fostering a culture of philanthropy and excitement around giving.