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Montclair Kimberley Academy (MKA) is one of New Jersey’s largest and oldest independent K-12 day schools, offering innovative education that combines excellence in teaching, creativity, and curriculum and a highly personal, technology-enriched environment. The academy’s day of giving alumni event, MKA Day, is designed to jam pack fundraising efforts into a highly-anticipated 24 hours of giving for current campus needs leading up to alumni appreciation week.

MKA Day of Giving

Cross-Channel Promotion For Day of Giving

To support the one-day giving campaign, MKA set a goal of raising $200,000. In the six weeks leading up to the event the academy promoted awareness across all digital channels, as well as by direct mail and print, telling students past and present to get involved and support the one-day giving campaign and help fund the school’s operations, staff, and events for the upcoming year.

MKA Day of Giving video

Keyword-Driven Fundraising Success

When MKA Day arrived, the academy went full speed ahead, sending out compelling videos, emails, text messages, social media posts, and call center outreach from students asking supporters to make their donation on the day of giving by texting MKADAY to 41444. Once they sent their text, supporters received a message linking them to a secure donation page that encouraged gift giving at any level. Donors could also go to safedonate.us/mka to make their donation via MobileCause’s mobile-friendly donation page. Giving progress was displayed online as alumni went head-to-head, forming grad year “teams” and encouraging classmates to out-donate each other. The next week, during Alumni Appreciation week, all participants were invited to attend a thank you reception for their generous support.

MKA Day of Giving laptop

Alumni Day Of Giving Summary

MKA’s one-day giving event, MKA day, was a success, engaging students and alumni with keyword-driven donations and cross-channel promotion to support the school’s day of giving and surpass their goal of $200,000.

  • Over $220,000 raised
  • Over 460 donors
  • Friendly competition and camaraderie across classes to support the academy’s mission

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