IIT Madras – Joy of Giving Alumni Campaign

IIT Madras is India’s premier engineering institution, globally renowned for its innovation and academic excellence.

\ Pledges Collected

\ Registrations

\ Digital Reach

\ Recurring Donors

About The Brand

IIT Madras is India’s premier engineering institution, globally renowned for its innovation and academic excellence. The Office of Alumni and Corporate Relations (ACR) oversees alumni engagement, fundraising, and strategic partnerships. The “Joy of Giving” campaign was designed to inspire alumni to contribute meaningfully toward the next generation of IITians.

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Decoding The Brief

The campaign’s core objective was to ignite emotional resonance among alumni and drive donations for various student-centric funds. Specific goals included:

CHALLENGES

Reaching a global, multi-generational alumni base with varying levels of connection to the campus required emotionally intelligent outreach and smart digital targeting.

Alumni Apathy: Many were unaware of recent IITM progress or felt detached from the current student experience
Delicate Ask Positioning: Fundraising needed to be tactful without eroding IITM’s aspirational brand image
Philanthropic Competition: Alumni already supported other causes or faced time and financial constraints

Our Strategy

We crafted an 8-week omnichannel journey blending storytelling with smart segmentation:

Drip Journey: Mapped a funnel with 12 email touchpoints, 2 WhatsApp nudges/week, and follow-up calls
Cohort-Based Messaging: Built narratives around student testimonials, donor spotlights, and fund breakdowns to drive relevance
Gamified UX: Designed an interactive pledge page using a palm-touch visual metaphor to deepen emotional investment

Campaign Execution

The execution leaned heavily on personalization, emotional storytelling, and channel orchestration:

Email Campaigns: 12 touchpoints with success stories (e.g., Ravi’s journey), progress updates, and countdown urgency
LinkedIn Ads: Two conversational funnels (Legacy Forward & Pioneers Impact), yielding 50K+ impressions
Paid Media: Ran Meta and Google ads focused on high-density alumni geos (e.g., USA, India) with legacy-driven storytelling

\ Registrations

\ Digital Reach

\ Pledges Collected

\ Recurring Donors

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