BU Women’s Rugby

Problem: Fundraising attempts had been producing the same results yearly. The team was expanding in size and in need of more funding for travel. When I was elected head of Public Relations, I set out to create a campaign that would increase donations dramatically.

Research Conducted: After analyzing records of past donors, it became clear that most donors are young alumni; however, older alumni stop donating after an average of 7 years. I decided to distribute a survey through the alumni's Facebook page.

Insight: After garnering 50 responses, I understood that the main problem is a lack of common identity between past and present players. The fields have been renovated, the uniforms have changed to be more practical, and older alumni feel that the team they see online is nothing like the team they played with. I needed to help build a sense of community and encourage donations.

Strategy: I planned to highlight the similarities between the past and present teams.

Outcome: Record high donations for the team, almost double the previous year. Alumni reached out through social media to express their appreciation for the campaign. During the yearly fundraiser, the team won the award for the most donations out of all Boston University sports teams.