A $1 million challenge helped UNO raise a record $2.3 million in 24 hours

The University of Nebraska at Omaha (UNO) raised a record $2,327,247 in its 24-hour giving day, the university announced on October 8. The event, called Wear Black, Give Back, ran from noon Wednesday to noon Thursday and drew 5,229 donors who made a record 8,139 gifts, according to the university.

The result depended on a challenge. For the first time, the university's seventh annual giving day offered a $1 million challenge tied to a participation goal: if UNO reached 7,000 gifts, alumnus John Morgan would give $1 million for student scholarships, KETV reported. Every gift of $5 or more counted toward the goal.

Goal met with two hours left

The campaign reached 7,000 gifts with two hours remaining, UNO said, and Morgan fulfilled the challenge. His $1 million is included in the total. Morgan, an alumnus of UNO and Omaha North High School, has backed the University of Nebraska System for 25 years and supported scholarship programs across the country, the university said.

UNO Chancellor Joanne Li said in a statement: "Reaching 7,000 gifts and surpassing last year's giving record speaks to the incredible power of the extended UNO family."

The money supports student scholarships, colleges and programs, student organizations, athletics and other priorities, the university said.

How it compares

Last year's giving day raised $1,402,216 from 6,726 gifts. This year's total is $925,031 higher, a gain of about 66% (our calculations). Without Morgan's $1 million, the remaining $1,327,247 would be slightly below last year's total, though the university's announcement does not say whether last year's figure included any challenge gift, so the two years may not be directly comparable.

The more telling number may be participation. This year's 8,139 gifts are 1,413 more than last year's 6,726 (our subtraction), and the goal was written in gifts, not dollars.

Why a gift-count challenge works

The design is worth noting for small shops. A dollar goal rewards the largest donors; a goal counted in gifts of $5 or more rewards every donor, and it gives a student who can give only a little a visible role in unlocking a large gift. Lauren Miltenberger of the University of Nebraska Foundation told KETV why scholarships were the focus: "Affording college and affording to come to UNO is the number one barrier for a student that wants to come and get a college education."

In our view, the lesson matches one we reported about a camp match that worked so well its funder doubled it: a match or challenge works best when its terms are simple and the donor can see how close the group is to reaching it. Groups planning a year-end push can look at how a challenge fits with preparing for GivingTuesday.

The university said student Quinn Constantino, who received a scholarship from the John Morgan UNO Scholarship Fund, described the effect on his final semester: "I felt like this weight was completely lifted off my shoulders."