Case Study: Tiger Giving Day 2025
Tiger Giving Day 2025
Tiger Giving Day is the University of West Alabama’s annual philanthropic initiative designed to engage the university community in meaningful giving. Held over the course of a month, the campaign mobilizes students, alumni, faculty, staff, and supporters to contribute to the university area they value most—whether it’s scholarships, academic programs, student life, or athletics.
More than just a fundraiser, Tiger Giving Day is a strategic effort to cultivate a lasting culture of generosity at UWA. The event combines on-campus activities with digital outreach and features matching gifts, donor challenges, and community-driven campaigns that empower individuals to make a direct and lasting impact.
The initiative serves not only as a vehicle for financial support but also as a platform for donor engagement, storytelling, and institutional pride—strengthening connections and expanding UWA’s mission through collective action.
The Primary Goal
Raise $200,000 to support campus initiatives
My Role
For Tiger Giving Day, I developed the social media toolkit and executed the event’s external communication plan. This included creating and managing a comprehensive social media campaign featuring original graphics, photos, and videos to promote engagement and drive donor participation across platforms, and building and managing the donation platform.
Market Analysis
Livingston, AL, estimated population of 3,092
Sumter County, AL, approximate population of 12,196
The area surrounding UWA is culturally diverse but faces notable economic challenges, with a poverty rate of around 35%. However, largely due to UWA’s presence, education levels are high, with 93.8% of residents having at least a high school diploma and 42.3% holding a bachelor’s degree or higher. Known for its small-town charm, Livingston fosters a strong sense of community through local events and outdoor activities. Residents enjoy hobbies such as hunting and fishing, attending University events, and hosting social gatherings. Despite these strengths, economic development, job opportunities, entertainment options, and access to healthcare remain significant concerns.
[/dgat_advancedtabitem][dgat_advancedtabitem title=”Campus Population” use_icon=”off” at_button_button_url_new_window=”1″ _builder_version=”4.27.4″ global_colors_info=”{}”]
UWA estimated population of 7,000 students, faculty, and staff
UWA is a diverse and growing community of students, faculty, and staff from various backgrounds. As of fall 2023, enrollment reached 6,195 students, including 2,674 undergraduates and 3,521 graduate students. The student body is predominantly female (75%) and racially diverse, with 49% White and 32% Black or African American students, alongside a bustling international student population. A majority (79%) are Alabama residents, while 21% come from out of state. UWA also has a strong online presence, with 4,627 students enrolled exclusively in online programs.
While students benefit from the university’s academic resources, financial challenges and job prospects remain concerns. Education is a central focus, with strong emphasis on academic achievement and career preparation. Campus life is vibrant, with students participating in university events, athletics, Greek life, outdoor recreation, and campus traditions. Despite these opportunities, many students seek more local entertainment options. UWA employs around 260 faculty and 580 staff, including administrative and student support roles. This dedicated team fosters a collaborative and supportive environment, contributing significantly to student success and the university’s overall mission.
[/dgat_advancedtabitem][dgat_advancedtabitem title=”Alumni Population” use_icon=”off” at_button_button_url_new_window=”1″ _builder_version=”4.27.4″ global_colors_info=”{}”]
Alumni estimated population of 37,500 living alumni
The University’s alumni community is diverse and widespread, spanning various generations, career paths, income levels, and university names. Many alumni remain in the Southeastern U.S., particularly in Alabama, Mississippi, Georgia, and Tennessee, while others have relocated to urban hubs like Birmingham, Atlanta, Houston, and Washington, D.C. Livingston State Teacher’s College, Livingston University, and UWA engaged alumni share a strong connection to their alma mater, often reminiscing about campus traditions, professors, and student organizations.
Alumni engagement varies by demographic, with younger graduates more likely to connect through digital platforms like LinkedIn, Facebook, and Instagram, while older generations prefer direct mail, phone calls, and class reunions. Economic diversity also plays a role in giving patterns, with some alumni capable of making major donations, while others prefer recurring micro-gifts or one-time donations. Despite strong ties to the university, ensuring a robust digital presence remains essential for engaging alumni nationwide and maintaining meaningful connections beyond graduation.
[/dgat_advancedtabitem][/dgat_advancedtab]
Target Markets
Faculty & Staff
Faculty & staff have a direct stake in students’ success and are invested in improving their areas of campus.
Recent Graduates & Current Students
While new grads and current students have limited financial resources, they prefer to engage with digital campaigns. Their participation at any level, be it giving or sharing fundraising content, is fostering the lifetime donor and philanthropic giving pipeline.
Mid-career & established Alumni
These alumni represent the largest donor base. They have reaped the benefits of their education and are more likely to want to give back and support current and future students.
families & Friends of current students & employees
Families and friends want to support their student’s experience and see tangible campus improvements, making them strong donors for scholarships, student programs, and athletics.
New Donors
Giving days are critical to establishing new donor relationships for areas across campus.
Community Partners
UWA maintains mutually beneficial relationships with community partners.
Multi-Media Fundraising Plan
Social Media Content Calendar

Social Media Content
Video Content
Video content played a key role in driving engagement for Tiger Giving Day, capturing attention quickly and amplifying the campaign’s message across platforms through compelling storytelling and visual impact. Our campaign video, fundraising priority videos, and Thank You video from Dr. Fritch helped personalize the giving experience, highlight key initiatives, and express gratitude—deepening emotional connection and encouraging donor participation.
Impact Posts
Impact posts featuring students who have benefited from foundation funds brought a human element to the campaign, using real voices and personal stories to illustrate the tangible difference donor support makes. These posts, paired with authentic student quotes, fostered emotional connection and inspired giving by showing exactly how contributions change lives.
Strategic Challenges
We designed strategic challenges to spark engagement, boost visibility, and encourage real-time participation throughout the campaign.






Graphics
Branded graphics were created to ensure a cohesive visual identity and make campaign content instantly recognizable across platforms.


Results
$254,288 Raised
Tiger Giving Day 2025 generated impressive results through a strategic blend of digital outreach and community engagement. The campaign raised $57,418 in online gifts, driven by a targeted external communication strategy and strong day-of-event engagement.
From April 1 to April 20, UWA’s social media presence played a critical role in the campaign’s success, with combined totals of:
- 1.46 million views
- 769.6K reach
- 8.4K content interactions
- 43.6K link clicks
- 13.2K profile visits
- and 288 new followers
across Facebook and Instagram. These metrics reflect the reach and effectiveness of the social media campaign in engaging audiences, building momentum, and driving meaningful support for scholarships, academics, student life, and athletics.
Let's get creative!
Interested in working together?
I’d love to hear about your needs and ideas! Please fill out the form, and I’ll be in touch to start bringing your vision to life.