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Miami Dade College is one of the largest and most attended colleges in the United States, serving over 150,000 students across eight campuses in Miami-Dade County. Its Foundation runs "I AM MDC Day," an annual community giving campaign that celebrates the College's anniversary and raises funds for scholarships, programs, and campus initiatives across the entire institution.
As the campaign grew in ambition, MDC Foundation needed a comprehensive strategy and full marketing execution to reach its most aggressive goal yet: $1 million from 2,000 unique donors in a single 24-hour period. The campaign had to speak to an exceptionally diverse audience, alumni, current students, faculty, local businesses, and county commissioners, each requiring a distinct message and approach.
Scalto designed the full campaign strategy and delivered the complete marketing execution for I AM MDC Day 2024.
We developed the full campaign framework including donor segmentation, challenge structures, a campus-level fundraising strategy, and a phased timeline from planning through execution day. The strategy aligned all eight campuses, the Board of Directors, corporate sponsors, and county leadership around a shared goal.
We created a suite of sponsorship packages and decks tailored to different audiences: general corporate sponsors, campus-specific partners, and county commissioners, each with distinct messaging, benefit structures, and fundraising targets.
We produced the full marketing suite: email campaigns to 200K+ subscribers, social media toolkits for Facebook, Instagram, and LinkedIn, digital ads, billboards, radio spots, VIP postcards, posters, and 40 customized HTML solicitations across the College's individual schools and programs.
I AM MDC Day 2024 launched as one of the most comprehensive fundraising campaigns in the College's history, with a fully integrated strategy across all eight campuses, a target of 1.6 million community impressions, and a giving infrastructure built to scale with MDC for years to come.
