Howard University

A strategy brought to life through storytelling builds digital donor relationships with HBCU alumni

The big question

How do you turn deep alumni pride into consistent, meaningful digital giving — without the donor data most fundraising programs rely on?

What we did

We built Howard’s first real digital fundraising engine. First, we activated alumni around a landmark campus moment. Then we proved the model twice more with back-to-back year-end campaigns that met the community where they were and reminded them exactly why Howard matters.

How we did it

• Seized a historic moment. When President Obama delivered the commencement address, we launched a fast, month-long campaign that raised money and — on minimal paid media — acquired valuable new alumni who weren’t yet in the community.
• Led with the experience, not the ask. With limited donor data to lean on, we dug into what alumni actually loved — Homecoming, student aid, life on campus — and built creative that tapped their pride, not their wallets.
• Brought in trusted voices. Guest senders told authentic Howard stories, reminding alumni and friends of their own experience and the University’s role as a leading HBCU.
• Turned reporting into the next campaign. We translated results into a new pillar structure and wove recommendations throughout, so every campaign got smarter than the last.

The result

Three campaigns in two years, each more successful than the one before — more than doubling Howard’s year-end digital revenue and proving that an alumni community will give when reminded why their alma mater matters.