gift planning group of northeastern ny

DIGITAL FUNDRAISING ON THE SOCIAL WEB

Hello.

Ashley Budd @ashley_buddAssistant Director, Social Media StrategyAlumni Affairs & DevelopmentCornell University

ashleybudd.com

DIGITAL FUNDRAISING ON THE SOCIAL WEB

Giving

Giving

Fundraising

Fundraising

Fundraising

Fundraising

Where does the money go?

How does it get there?

Who benefits?

What is the impact of each dollar?

DIGITAL FUNDRAISING STRATEGY

Observations

DIGITAL REVOLUTION

fundraising Evolution

PhoneEmailMobile

Fundraising the the digital world

Storytelling on the Social Web

Email Twitter

Facebook Blogs

Crowdfunding Case Study

Crowdfunding is not about a having website. It’s about having

a digital fundraising strategy.

“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

Designing for Emotion !

Rich Media Theory & Storytelling

personal storytelling + communication plan

= winning

#casesmc

DIGITAL FUNDRAISING STRATEGY

1.Tell the story

Stories

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication

YOUR ONLINE AUDIENCE SHOULD NEVER BE SURPRISED WHEN YOU ASK THEM FOR MONEY.

#casesmc

Pre-AskTell the story and put them on notice.

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask

AskThey know the story. Connect them.

IT HAS TO BE PERSONAL. IF IT’S NOT PERSONAL,

IT’S NOT PHILANTHROPY, IT’S A TRANSACTION.

Martin Shell

Giving PlatformWhere the gift is made & how the university interacts with the gift.

Where fundraisers and donors connect. In one place.

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones

Celebrate Milestones

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones 5.Tell the gift story

StewardshipBest when it is unexpected and personal.

Get the donor close to the impact.

Get the donor close to the impact. Where does the money go?

How does it get there? Who benefits?

What is the impact of each dollar?

Digital Stewardship

Digital Stewardship

Digital Stewardship

Digital Stewardship

Digital Stewardship

The Test

1 fundraiser = ~$500 toward campaign goalFundraiser = 1 online ambassador with 20 contacts

1. Send a pre-ask communication 2. Send the ask 3. Thank the donors 4. Celebrate milestones

Leadership team = 1 campus sponsor, 1 student, 1 alumni

1. Tell the story 2. Project manage 3. Tell the gift story

Results

Results7 stories

192 volunteers 1302 donors $114,584.00

!!!

Results64% first-time donors 13% lapsed donors 27% young alumni

!!!

THANK YOU!

Q&Aash265@cornell.edu

@ashley_budd ashleybudd.com

ResourcesPrince, Russ, and Karen File. 1994. The Seven Faces of Philanthropy: A New

Approach to Cultivating Major Donors. San Francisco: Jossey-Bass. !Walter, Aaron. 2011. Designing for Emotion. A Book Apart !Cornell Crowdfunding Pilot Site: http://cornell.useed.net/ !CASE Summer Institute for Educational Fundraising: http://case.org/