THE ASK
To launch the largest comprehensive fundraising campaign in university history, UW–Madison needed to energize alumni and supporters nationwide and set the tone for long-term engagement with All Ways Forward.

THE EXPERIENCE
AJ helped design and execute a yearlong, multi-city roadshow, campaign launch, and campaign finale. We provided end-to-end support across campaign branding, alumni engagement strategy, experience & set design (including modular environments), speechwriting & coaching, staging, and full live-event production.

• Pre-campaign roadshow (Wisconsin Ideas Tour): Built momentum in key regions with reusable, modular, interactive environments tailored to local audiences and stories.
• Campaign launch (Homecoming Weekend): A high-energy kickoff that set the storyline for the year and aligned donors around the campaign vision.
• Regional events (×3): Big-picture storytelling and student/faculty spotlights connected alumni to the university’s real-world impact.
• Campaign finale: A celebratory close that set the tone for sustained momentum and reinforced the campaign vision.

THE IMPACT
The campaign engaged 250,000+ donors and raised $4.2 billion, surpassing the original goal by $1 billion.