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Cornell University

Marketing and message

Success on Cornell Giving Day depends on your ability to engage your audiences. We know the more alumni hear from you and their peers, the more successful your college or unit will be.

The To Do the Greatest Good campaign should be mentioned throughout your marketing but does not have to take center stage on Giving Day.

Marketing basics

At a minimum, plan to:

  1. Send email messages
  2. Use social media
  3. Rally volunteers
  4. Inform your staff

Creative direction

We want our audiences to feel:

  • Pride: being part of Cornell, knowing they’re helping Cornell to do the greatest good
  • Togetherness: demonstrating the power of collective action
  • Excitement and involvement: knowing their actions can create positive change for Cornell and help do good in the world

We want our audiences to believe:

  • Cornell needs their support.
  • They’re participating in something larger than any one person.
  • Their gifts to Cornell serve the university and our mission to do the greatest good in the world.
  • Together, we really can make a difference in one day.

Message points and language suggestions

Sample language

You can make a difference for [AREA] today.

Come together on March 14 to help Cornell continue to do the greatest good.

Your gift supports students by providing financial aid, increasing access, and making unique campus experiences possible.

When Cornellians come together, they can make the future brighter.

Your gift of any size makes an even bigger difference today—because it’s joined with thousands of others from Cornellians around the world.

It’s going to be big—and fun! Don’t miss it!

Let’s see what we can accomplish together.

Cause taxonomy causes and definitions

  • Animal health: Any funds pertaining to animal health, wellbeing, or wildlife conservation.
  • Arts: Any funds pertaining primarily to the arts.
  • Big Red spirit: Any funds supporting a Cornell team of any discipline that actively competes with other collegiate teams.
  • Community outreach: Any funds that support working directly with the outside community and providing engagement, education, and aid (whether that is local to Ithaca, or broader).
  • Diversity and inclusion: Any funds that specifically support diversity and inclusion.
  • Entrepreneurship & innovation: Any funds that support student entrepreneurs or innovation in the business sector.
  • Environment: Any funds pertaining to conservation, sustainability, or environmental study.
  • Experiential learning: Any funds pertaining to learning outside the classroom setting and/or off-campus, particularly in conjunction with a pre-determined project.
  • Health and wellness: Any funds pertaining to human health and well-being.
  • Humanities and social sciences: Any funds pertaining primarily to the study of the humanities in a classroom setting.
  • Public policy: Any funds pertaining to efforts to positively influence public policy in favor of the greater good.
  • Science: Any funds pertaining primarily to the study of science in a classroom setting.
  • Student access: Any funds that support equal access to resources or experiences for students (including scholarships and fellowships).