About the Episode
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About the Episode:
On this episode of Talking Tactics, host Day chats with Stormie Harless and Reggie Hayes of Ball State University about one of the quirkiest—and most successful—Giving Day campaigns we've ever seen: letting donors name a goose. Yes, you read that right. This creative, low-cost tactic more than tripled gifts to the Ball State Fund, turning a fun gimmick into a strategic fundraising win. Learn how a "goose gang," Canva templates, and clever messaging made all the difference—and why sometimes a little silliness can have serious results.
Key Takeaways
- Tripled Gifts to the Unrestricted Fund: Ball State saw donations to their Ball State Fund skyrocket from 145 to over 500 with this goose-naming initiative.
- Inspired by Other Schools: The idea came from a squirrel-naming campaign at Ohio University—proof that crowdsourced creativity works in higher ed.
- Repeatable, Low-Cost Tactic: No fancy tech required—just Canva, email templates, and a scrappy team willing to get goofy.
- Smart Fundraising Psychology: Naming a goose gave donors instant gratification and emotional connection, even if they weren’t sure what the Ball State Fund was.
- Promotional Content Matters: A humorous, Sarah McLachlan-style video dropped two weeks before Giving Day helped the tactic go viral.
- Geese for Young Alumni Engagement: The campaign especially resonated with younger donors and alumni, solving a key engagement challenge.
- Manual but Worth It: The “Goose Team” spent 6–8 minutes per certificate, but the buzz and return on effort made it worthwhile.
Episode Summary
Everything You Need to Know About Tripling Unrestricted Giving with a Goose-Naming Campaign
What was the problem Ball State was trying to solve?
Ball State University needed to boost engagement and donations to their unrestricted fund—an increasingly tough sell in higher ed. Their Giving Day, “One Ball State Day,” already had strong participation, but unrestricted giving lagged behind. The challenge? Get more donors excited about contributing to a fund that typically lacks emotional pull.
Where did the idea to name geese come from?
The inspiration came from Ohio University’s squirrel-naming initiative. Reggie Hayes, Assistant Director of Digital Engagement, was captivated by the concept and saw potential for a goose-themed version at Ball State. Given the campus’s real-life goose population and their polarizing presence, it was a natural fit that would evoke strong emotional responses—ideal for a viral campaign.
How did Ball State execute the goose-naming idea?
Stormie Harless and Reggie Hayes first pitched the idea internally, where it was met with enthusiastic support. They decided that donors who gave $19.18 or more (a nod to Ball State’s founding year) to the unrestricted fund would earn the right to name a goose. A “Goose Team” was assembled to manually design, vet, and email out personalized goose-naming certificates created in Canva. They also worked closely with their Giving Day platform provider to collect donor-submitted names and ensure smooth backend integration.
How did Ball State promote the campaign?
The team launched a hilariously earnest, Sarah McLachlan-inspired video two weeks prior to Giving Day. Featuring real campus geese and a sentimental voiceover, the video was pushed on LinkedIn, Facebook, Instagram, and Twitter. The goal was to emotionally connect donors to the campaign while generating buzz ahead of time. This strategy effectively captured attention, especially from younger alumni who found the content relatable and funny.
What were the results?
The results speak for themselves: unrestricted fund gifts jumped from 145 to over 500 in the first year of the campaign. More than 330 geese were named, and the Ball State Fund became one of the most popular giving destinations. Notably, the initiative brought in many new and younger donors who otherwise might not have participated. Even with a slightly lower response in the second year, the tactic proved to be a repeatable success worth refining.
What challenges did they encounter?
Despite the campaign’s simplicity, it was labor-intensive. Vetting goose names, manually editing certificates in Canva, and individually emailing each donor took time and effort. Another challenge was donor confusion—because the goose-naming field appeared on all giving pages, some people expected a certificate even if they didn’t give to the correct fund. Future versions of the campaign may include clearer instructions and less manual certificate creation.
Can this tactic work for other institutions?
Absolutely. Reggie and Stormie emphasized that this is a budget-friendly, scalable, and adaptable tactic any institution can try. It just takes creativity, a good sense of humor, and a team willing to go all-in for a day or two. Whether it’s geese, squirrels, or another beloved (or reviled) campus creature, the tactic can be re-skinned to fit your institution’s personality.
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