2024 is the 50th anniversary of the first fully coed undergraduate class at the University of Virginia. In March (Women’s History Month), UVA launched the 1974 hat campaign to celebrate the small group of women who arrived on Grounds all those years ago and changed the University forever. With a minimum gift of $25 to any area, donors received a limited-edition hat. Assets included a campaign webpage, postcard, emails, text messages, social media, and tabling during reunion weekend.

The target audience was undergraduate alumni, current parents, and the graduating class of 2024. The goal was to increase alumni giving. The emails featured volunteers from the 1974 alumnae steering committee – Ann and Betty – and the social graphics included archival photos from the 70s. This campaign was incredibly popular with alumni of all ages. In total, the campaign raised over $147K from over 4,000 donors.