Digital Fundraising Strategies for Higher Education

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Ashley Budd

Digital Fundraising on the Social Web - for higher education. High Ed Web Conference, Portland, OR 2014

Formation

Digital Fundraising
on the Social Web
HighEdWeb 2014
Portland, OR
Ashley Budd
@ashley_budd

Digital Strategy
• Project management
• Cornell 150 web team
• Content creation
• Content management
• UX design

Tuition Increases &
Enrollment Growth The Business

Cornell Crowdfunding Data
Giving Behavior Young Alumni

Cornell Alumni Affairs
& Development
Sesquicentennial
New President
Capital Campaign

Typical Development Program
Organize people
Engage them
Ask for a gift
Get the gift
Steward the gift
Rinse and repeat

Tracked Prospects Individual Gift Officers

Everyone Else Social Media Staff + Peers

Kathy's
Digital Engagement
A tweet
A LinkedIn connection
3 speaking engagements
Major gift
“We’ve reached out for the last !
two years and…silence.”
- Cornell Major Gift Officer!

Scott's
Digital Engagement
Social monitoring
Mapping data
Content analysis

My first time actually coming
back for homecoming… What a
great decision. I've always loved
Cornell, but it is events like
homecoming that make you fall
in love all over again. One day, I
will have the privilege and
honor of sharing this
experience with my family,
especially my kids. It's one of
those things that really excites
me about my future.
#Cornell150 #CUhome
#hailallhail #myalmamater
John Unknown + Engaged

John's
Digital Engagement
Social listening
Group access
Connectivity

LinkedIn & Prospect Research
• 59 nominated prospects in FY14
• 74% rated $100K +
• 96% rated $25K +

“It has to be personal.
If it’s not personal,
it’s not philanthropy,
it’s a transaction.”
Martin Shell, VP for Development
Stanford University

Beth's
Digital Engagement
Crowdfunding platform
Compelling stories
Peer advocates
Digital stewardship

Communication Plan
• Peer to peer email outreach
• 30 days of real time accounting
• Digital stewardship

Crowdfunding Results
• Total funds raised = $164,639.00
• Number of donors = 1,599
• Number of volunteers = 200+
• Alumni donors = 65%
• Young alumni = 40%
• New donors = 64%
• Lapsed donors = 13%

Academic Chats & Second Screen Experiences

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Digital Fundraising Strategies for Higher Education

1. Digital Fundraising on the Social Web HighEdWeb 2014 Portland, OR Ashley Budd @ashley_budd

2. Digital Strategy • Project management • Cornell 150 web team • Content creation • Content management • UX design

3. RIT Admissions #RITstudents

4. Tuition Increases & Enrollment Growth The Business

6. Cornell Crowdfunding Data Giving Behavior Young Alumni

7. Cornell Alumni Affairs & Development Sesquicentennial New President Capital Campaign

8. Typical Development Program Organize people Engage them Ask for a gift Get the gift Steward the gift Rinse and repeat

9. Tracked Prospects Individual Gift Officers

10. Everyone Else Social Media Staff + Peers

11.

12. Kathy Known + Unengaged

13. Kathy's Digital Engagement A tweet A LinkedIn connection 3 speaking engagements Major gift “We’ve reached out for the last ! two years and…silence.” - Cornell Major Gift Officer!

14. Scott Known + Engaged

15. Scott's Digital Engagement Social monitoring Mapping data Content analysis

16. My first time actually coming back for homecoming… What a great decision. I've always loved Cornell, but it is events like homecoming that make you fall in love all over again. One day, I will have the privilege and honor of sharing this experience with my family, especially my kids. It's one of those things that really excites me about my future. #Cornell150 #CUhome #hailallhail #myalmamater John Unknown + Engaged

17. John's Digital Engagement Social listening Group access Connectivity

18. LinkedIn & Prospect Research • 59 nominated prospects in FY14 • 74% rated $100K + • 96% rated $25K +

19. Beth Unknown + Unengaged

20. “It has to be personal. If it’s not personal, it’s not philanthropy, it’s a transaction.” Martin Shell, VP for Development Stanford University

21. Where does the money go?

22. How does it get there?

23. Who benefits?

24. What is the impact of each dollar?

25. Beth's Digital Engagement Crowdfunding platform Compelling stories Peer advocates Digital stewardship

26.

27. Communication Plan • Peer to peer email outreach • 30 days of real time accounting • Digital stewardship

28. Crowdfunding Results • Total funds raised = $164,639.00 • Number of donors = 1,599 • Number of volunteers = 200+ • Alumni donors = 65% • Young alumni = 40% • New donors = 64% • Lapsed donors = 13%

29. YouTube Videos Participation

30.

31. Facebook, Flickr & Instagram

32. Live Events & Recordings

33. Academic Chats & Second Screen Experiences

34. slideshare.com Thank you!

35. @ashley_budd ashleybudd.com