STRATEGIC PRIORITY 3
CREATE CONTENT THAT SUPPORTS UA'S PHILANTHROPIC GOALS AND AMPLIFIES THE INSTITUTION'S RESEARCH IMPACT
MAKING WAVES
The Rising Tide 2.0, the most successful capital campaign ever for higher education in Alabama, is evidence of the power of collective action. In early June 2025, The Rising Tide 2.0 Capital Campaign reached its $1.8 billion goal with more than 15 months left in the original campaign timeline. UA eclipsed its initial campaign goal of $1.5 billion in March 2024 and announced The Rising Tide 2.0 with an enhanced goal of $1.8 billion. This remarkable achievement, bolstered by innovative marketing and communications efforts, has effectively engaged prospective donors and highlighted the campaign’s impact on the University and its students. Through targeted outreach, compelling storytelling and the utilization of various media platforms, the campaign has successfully reached more than 172K donors, including 91.5K first-time contributors. These strategic initiatives and support for campaigns such as Bama Blitz, We Are UA and Beat Week have fostered a deeper connection with supporters, driving their enthusiasm for giving and ensuring the campaign’s exceptional success, leaving us all inspired by what we can achieve together.
WE ARE UA
The University’s faculty and staff giving campaign, We Are UA, ran from March 25 through April 17. It was a resounding success, thanks to the collaborative partnerships between Advancement and Strategic Communications.
BEAT WEEK
In The University of Alabama’s inaugural effort against the University of Georgia’s Beat Week crowdfunding campaign, UA came out on top. The success was due to impressive campus community participation and a Greek point incentive. A strong set of videos, photos, campaign collateral materials and a robust marketing toolkit aided the campaign’s success.
FINAL GIFT TOTALS: UA–21,652; UGA–17,390
BAMA BLITZ
Rounding out the Division of Advancement’s spring fundraising season, Bama Blitz brought fun and games. The Crimson Countdown theme, created through DSC and Advancement team collaboration, saw Big Al as a game show host. Photo and video shoots with student “competitors” were combined with the creative and talented work from the marketing, design and video departments, which played a crucial role in bringing the game show concept to life. This collaborative effort made the two-day giving event as successful as it was fun.
THE GIVING EFFECT
The theme, A Force That Transforms, not only influenced the book’s design with its beautiful photography and clean layout, but also shaped its content, which featured eight compelling stories of philanthropy and university progress. A total of 6,930 copies were mailed to donors and landed in mailboxes in March 2025.
WE SEARCH FOR RESEARCH
UA innovates, and DSC partners with researchers to tell breakthrough stories. To highlight research impact, DSC creates compelling narratives that resonate with both the academic community and the public. And as communicators weave research findings into compelling stories, from social media to newsletters and community events, audiences are invited to engage with University innovation. That elevates the conversation. And it connects audiences to UA, reinforcing a sense of belonging to a larger community and supporting the University’s mission in education, community impact and of course, research.
COVERING DISCOVERY
Two captivating undergraduate student researchers were featured in the WLAM 9.0 campaign. Their unique projects highlight their dedication and academic prestige while showcasing unparalleled UA resources and supportive faculty who fueled their success.
BRODIE ALEXANDER
Brodie Alexander, a first-generation college student from Tuscaloosa, chose UA for its innovative labs and dedication to hands-on learning. His passion for engineering and robotics led him to connect with faculty who support his ambitious goals. Now pursuing a graduate degree, Brodie credits UA’s supportive community and, most importantly, the abundant research opportunities for helping to advance his career and foster his growth and development.
YONATHAN JANKA
Driven to become a doctor, Yonathan Janka pursued his studies at The University of Alabama. As an undergraduate, he engaged in research, mentored younger students and secured internships at Harvard, Penn and Yale. Each step brought him closer to his dream and created a positive impact on the world.
SAFE TRAVELS
Our teams amplify unique research opportunities through various forms of media, photography, video, ribbon-cutting events and social media promotions. The University is an ideal location for the Translational Research for Injury Prevention Laboratory and its focus on human-centered driving research. This is largely due to the collaborative opportunities provided by the Alabama Transportation Institute and other transportation-related research on campus. Their work facilitates new ways to engage industry partners, such as Mercedes-Benz U.S. International, which generously donated the car used in the TRIP Lab.
CELEBRATING THE WORLD-CLASS USGS HYDROLOGIC INSTRUMENTATION FACILITY
In August 2024, The University of Alabama and the U.S. Geological Survey officially opened the USGS Hydrologic Instrumentation Facility on the UA campus, located near the NOAA National Water Center. This development presents a unique opportunity to advance water science and technology. Our teams were present for both preevent and postevent promotions, which included a ribbon-cutting ceremony, media relations, photography, social media engagement and video coverage.
UA NEWS DEDICATED TO RESEARCH
From tracing the roots of the chili pepper to pioneering treatments for neurodegenerative disorders such as Parkinson’s disease, UA’s research is reshaping our understanding of the world. We identify the most compelling and unique research stories and amplify them with strategic placement on our UA News Center, through media pitches and with social media posts.