digital fundraising - high ed web 2014
DESCRIPTION
Digital Fundraising on the Social Web - for higher education. High Ed Web Conference, Portland, OR 2014TRANSCRIPT
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Digital Fundraising on the Social WebHighEdWeb 2014Portland, OR
Ashley Budd @ashley_budd
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Digital Strategy
• Project management
• Cornell 150 web team
• Content creation
• Content management
• UX design
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RIT Admissions
#RITstudents
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Tuition Increases & Enrollment Growth The Business
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Giving Behavior Young Alumni
Cornell Crowdfunding Data
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Cornell Alumni Affairs & Development
Sesquicentennial New PresidentCapital Campaign
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Typical Development Program
Organize people
Engage them
Ask for a gift
Get the gift
Steward the gift
Rinse and repeat
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Tracked Prospects Individual Gift Officers
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Everyone Else Social Media Staff + Peers
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Kathy Known + Unengaged
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Kathy's Digital Engagement
A tweetA LinkedIn connection3 speaking engagements Major gift
“We’ve reached out for the last !two years and…silence.”
- Cornell Major Gift Officer!
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Scott Known + Engaged
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Scott's Digital Engagement
Social monitoringMapping dataContent analysis
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John Unknown + Engaged
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
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John's Digital Engagement
Social listeningGroup accessConnectivity
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LinkedIn & Prospect Research
• 59 nominated prospects in FY14
• 74% rated $100K +
• 96% rated $25K +
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Beth Unknown + Unengaged
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“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
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Where does the money go?
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How does it get there?
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Who benefits?
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What is the impact of each dollar?
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Beth's Digital Engagement
Crowdfunding platform Compelling storiesPeer advocatesDigital stewardship
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Communication Plan
• Peer to peer email outreach
• 30 days of real time accounting
• Digital stewardship
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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%
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YouTube Videos
Participation
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Facebook, Flickr & Instagram
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Live Events & Recordings
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Academic Chats & Second Screen Experiences