Fundraising appeals succeed when they make a strong emotional connection. Babson College’s BSquared… Happily Ever After campaign did just that, leveraging alumni love stories to inspire giving and build a lasting legacy on campus. By recognizing married alumni couples who both hold Babson degrees, the campaign created a unique opportunity for donors to celebrate their connection to the institution while making a meaningful philanthropic commitment.

Initially launched two years ago, the BSquared campaign invited Babson alumni couples to commemorate their love and their shared Babson experience by making a commitment of at least $250 payable recurring gift of $50 per year for five years. In return, they would secure a space on the newly created BSquared… Happily Ever After recognition wall, a dedicated display on campus featuring semi-permanent decals with each couple’s name.

The campaign was designed to inspire giving in a fun and sentimental way, making philanthropy feel deeply personal. By offering a tangible on-campus acknowledgment, Babson engaged its alumni in a meaningful way while reinforcing a culture of giving.

The BSquared campaign focused on Babson alumni couples who had not yet made a gift in the current fiscal year. To reach this audience, Babson’s annual fund team executed a multi-channel outreach strategy that included:

• A Valentine’s Day email announcement to kick off the campaign.
• A personalized direct mail piece mailed to homes. 
• Two follow-up emails. 
• Pictures and video shared through social channels. 
• A final “last chance” email in the summer. 

The inaugural year of the BSquared campaign was a major success, securing $26,500 from 61 alumni couples. The initiative not only generated financial support but also fostered deeper alumni engagement with an important segment. In fact, the campaign was so successful that the annual giving team decided to run it for a second year and increased the giving requirement from $250 to $500. Today the names of over 100 displayed on the wall.

AGN Members can view the complete sample in the AGN sample library.