gift planning group of northeastern ny
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Digital Fundraising on the Social WebTRANSCRIPT
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!
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/