University of Baltimore: #Bowonpoe Campaign

Brief: The University of Baltimore’s Foundation Board wanted a Giving Tuesday social media campaign created to increase donation of gifts.

Idea: Donors had the colorful challenge of donating to one of the five UB divisions –the Yale Gordon College of Arts and Sciencesthe  College of Public Affairs, the  Merrick School of Business, the School of Law —and  Langsdale Library –and a member of the University of Baltimore Foundation Board would place a corresponding colored bow on the campus statue of Edgar Allan Poe. The University of Baltimore’s President and deans would match donations up to $22,000.


The schools and library competed with each other to see which one can garner the highest number of gifts and the highest amount of donation dollars. 

Social Media Plan 

  • General promotion of the event on all UB’s social media accounts.

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  • Youtube videos recorded to promote each college or library features in the #Bowonpoe challenge.
  • Instagram Stories updates throughout the day.

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#BowonPoe Social Media Campaign Results

  • 192.4 percent increase in engagements

The University raised $34,578. 584 donations were received. 

The #Bowonpoe campaign earned an award at the CASE District II Conference during their 2018 Accolades Award Ceremony.  Placed gold (first place) in the creativity category.  

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