Badger pride is strong across the country, with over 13,000 generous supporters making contributions to Wisconsin Athletics in 2021. Despite the large donor base, the Wisconsin Athletics team recognized several challenges they needed to solve if they wanted to keep both donor and dollar numbers high. Wisconsin Athletics’ goal was to modernize their annual fund operation and increase their overall production in both donors and dollars.


Wisconsin identified a few key challenges, including a severe drop-off in donors after Year 1, a shortage of 1-to-1 personal engagement with donors who gift $5K or less, and low involvement from letterwinners. Legends was entrusted to develop a robust digital fundraising plan, staff two full-time annual development officers on the ground to specifically engage with lower-tier donors on a 1-to-1 basis, and a digital marketing and analytics team to increase the overall engagement, content creation, and donor segmentation to ensure we were more frequently and appropriately engaging donors.