strategies to increase dollars and donors mary jo ludwig assistant director of annual giving

Strategies to Increase Dollars and Donors

Mary Jo LudwigAssistant Director of Annual Giving

Strategies to Increase Dollars and Donors:

• December E-Solicitation Strategies• May Donor Challenge• Fiscal Year-End Online/E-Solicitation Outcomes

December Holiday E-CardSent: December 5, 2012

Link: http://www.iup.edu/blank.aspx?id=136198&utm_campaign=holiday_e-card_2013&utm_medium=e-mail&utm_source=imodules&utm_content=donors

End of 2012 Calendar Year-End Appeal:• December 21 at 7 a.m.• December 27 at 9 a.m.• December 30 at 3 p.m.

1st E-mail: December 21 at 7 a.m.

Subject: Time is Running Out to Support IUP for a 2012 Tax

Deduction

• 2nd Email: December 27 at 9 a.m.– Subject: Support IUP Students in 2012

•3rd Email: December 30 at 3 p.m.– Subject: Last Chance to Support IUP for

a 2012 Tax Deduction

December 2011 vs. December 2012 Outcomes• December E-solicitation/Online gifts resulted in :

– 51% increase in number of online giving– 33% increase in total dollar of online giving

May Donor Challenge• Goal was to reach out to IUP prospects who had no giving in

Fiscal Year 2012-2013• Date of Challenge: noon of May 15 through noon of May 16 • Goal to was to acquire 500 new FY13 donors in 24 hours• A “Save the Date” e-mail was sent one week prior to the event• E-mails were sent to approximately 35,000 prospects (alumni,

faculty and staff with no current giving)

Schedule of Donor Challenge Emails• Preview/Announcement (5/8/13 @7a.m.)• Various Segments: - Alumni - Donors w/current giving (5/15 – one e-mail)

- No current giving (5/15 & 5/16 – series of 8 emails) - Faculty/Staff (5/15 & 5/16 – one e-mail each day)• Follow Up Results Announcement (sent 5/16 at 2PM)

“Save the Date” for Donor Challenge

Sample of Donor Challenge Email • Variations of emails based on target audience• Pre-populated fund names on giving forms• Appeal Codes and Links indicated corresponding email• Donor goal was updated in follow up emails• Some versions included a suggested ask

amount based on graduation year ($5 x number of years since graduation)

IUP website Homepage announced the 24 Hour

Donor Challenge:

The IUP faculty/staff e-newsletter featured a news story about the

24 Hour Donor Challenge

The banner on the IUP Giving Form was revised for the 24 Hour Challenge time frame to reflect the challenge:

Social Media

Sample Facebook Post

Twitter was also used to spread the word about the donor

challenge

Created a specific landing page for the IUPRace for 500 Challenge – www.iup.edu/500in24:

Dean’s Merit Scholarship

Study Abroad Dean’s Innovation Fund

Follow up confirmation e-mails from Imodules were

implemented:

Donor Challenge Outcomes• Fell short of target goal, but acquired 113 new gifts• Received $12,018 in gifts• 1123 prospects chose to opt out of the special

challenge (98% of opt out’s had no giving history)• Learned much and have some insight of things to

consider next time.

Next Donor Challenge Considerations• Donor Match is key• Send to all Prospects• Teaser Post Card• Stagger Emails/Consider Quantity• Date of Challenge and Time Lines• Extend Phonathon Hours to Promote Challenge

Overall Online Year-End Outcome• 73% increase in Online Donors• 35% increase in Online Giving Dollars

E-Solicitation Fiscal Year-End Outcome• 40% increase in E-solicitation Dollars• 42% increase in E-solicitation Donors

Questions?

Contact Information:

Mary Jo Ludwig E-mail: mjludwig@iup.edu

Phone: (724) 357-5555