The University of Central Arkansas will kick off its second annual UCA Day of Giving campaign from just after midnight to 11:59 p.m. Thursday.

"Spring 2015 was our first Day of Giving and the response was phenomenal," President Tom Courtway said. "This is an important initiative on campus and we encourage all alumni, friends, faculty, staff and students to help in this effort. Every gift, regardless of size, really helps."

A single day of giving has become popular across college campuses. Social media, videos and email will be used to update donors throughout the day and to create excitement about the event. The goal is to raise $11,754 dollars on March 17.

"Everyone is encouraged to participate," Haley Fowler, director of annual giving, announced.

"We are challenging all alumni, parents, faculty, staff, friends and even current students to give to UCA on March 17. We set our goal at $11,754 to honor each of the 11,754 students enrolled at UCA."

Fowler said several donors have agreed to match donations raised on the UCA Day of Giving dollar for dollar.

The Student Government Association will match up to $1,000.

UCA Board of Trustees Member Bunny Adcock and his wife, Carol, will match up to $5,000.

Gary D. and Monica Cooper and Dr. Terry and Dr. Joyce Fiddler will match gifts raised up to $1,500. Gary and Terry are both members of the UCA Foundation Board of Directors.

Donors can give online at uca.edu/go/dayofgiving or by calling 501-852-2743. Money raised from the Day of Giving will fund emergency student scholarships.

Emergency student scholarships are one-time scholarships given to students who find themselves in dire straits.

"We annually budget for emergency scholarships, however, every year the need is greater than the funds available," Fowler said.

"For example, a student’s father passed away suddenly. The student found herself working two jobs, taking out loans and still not having enough money for college. She turned to the emergency scholarship fund to get assistance for the semester."