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

It began with the class of 1989, which “began making noise about how they wanted to try something different as they were working toward their fundraising project” for the 2014 25th reunion, which happened this past June, says Willa McCarthy, senior director of alumni affairs and the annual fund at Vassar College. The class of ’89 expressed its unhappiness with Vassar’s online giving form — it was too institution-centric, wasn’t fun, asked for too much data, took too long to fill out and, perhaps most distressing, there wasn’t anything inspiring about it. That got Vassar thinking about becoming a little more creative and innovative in its fundraising.