Paws for a Cause.
Keeping alumni engaged and encouraging philanthropic efforts.
Paws for a Cause utilizes premiums to drive donations and support for scholarships.
Growing the “Pawty”
Alumni support is vital in ensuring that CofC remains a top-tier place for higher education. Alumni, parents, and friends that purchase bandanas showcases CofC love in the most adorable way. Proceeds benefit the Alumni Association's programs and operations in support of the College of Charleston.
Big-name universities like Florida, UGA, UVA, and a host of other schools drive engagement and donations with the use of premiums. Premiums are promotional items who’s proceeds benefit a 501c3 or other types of non-profits.
Following best practices with the IRS, the CofC Alumni Association gift shop disclosed the fair market value of the bandana, which customers may report to reduce the deductibility of their gift for federal income tax purposes.
Increasing Engagement
Purchasers were encouraged to snap a photo of their pet sporting the CofC bandana and post it to social media using #CougarPaws and tagging CofC Alumni accounts. The Alumni Association plans to feature your photo submissions on social media and is also planning a Pets of CofC Alumni calendar in time for the holidays.
The campaign was promoted with email marketing (specific targeted emails as well as alumni-wide newsletters) and social media.
