This campaign was for the Miller Center, a nonpartisan affiliate of the University of Virginia that specializes in presidential scholarship, public policy, and political history. The goal of the campaign was to increase annual donors and dollars for the Miller Center. The target audience was previous donors to the Miller Center and previous Miller Center event attendees.

This campaign was launched on Presidents’ Day (February 19) and the first 125 people who made a gift unlocked $20,000 to support the Miller Center. Gifts supported the Miller Center’s efforts to continue fostering an understanding of the U.S. presidency and informed, civil dialogue among our nation’s leaders and citizens.

And there was an additional playful spin on this campaign’s marketing – it included presidential pet trivia! Constituents could check out presidential pet matches in the campaign video and then learn more about the pairs – like John Quincy Adams and his pet alligator – on the giving form.

This creative creature campaign surpassed goal with $37,300 and 127 donors.