Case Study: Vassar College's Vassar500 24-Hour Crowdfunding Campaign

In addition, 132 new donors were acquired through the Vassar500, and 342 retained donors from 2013 sent second 2014 gifts to this campaign. Vassar typically does not solicit donors who already gave during a fiscal year again that same year but decided to include all donors in the ­Vassar500 because it knew the campaign would go viral and all donors would hear about it. Vassar didn’t want them to feel left out for not being included. Also, 453 supporters who hadn’t yet given in the fiscal year donated, while 367 lapsed donors renewed through the campaign.