Martin Sickafoose – Purdue University

@mar10s

Social Fundraising:How Purdue University is Raising the Bar

#SocialFresh

The Planning Process

Though it only takes 24 hours to raise $28 million, it takes us about 6 months to plan our Purdue Day of Giving.

From the underlying themes to the goals we hope to achieve.

@mar10s#SocialFresh

The Planning Process

Each year we look at which social networks our donors, alumni and students are using.

This allows us to more specifically target our messages and plan what engagements are most beneficial.

@mar10s#SocialFresh

The Goals

It is not about the amount that is raised, but about the opportunities that these donations provide.

Our goals are…• To tell the stories of these opportunities• To increase our social engagement and

awareness globally• To increase the number of young alumni and

international donors• To have more user generated content

@mar10s#SocialFresh

The Toolkit

The toolkit has:• Over 150 pre-written social posts to share• Proof-points and graphics• Best practices and rules of engagement• The teaser video

@mar10s

To enable us to tell our stories, we rely on our campus peers in our colleges, schools and departments to amplify our stories and tell their own.

#SocialFresh

Kicking things off…

https://youtu.be/Vg1tI3FEQ-E@mar10s#SocialFresh

We kicked off the campaign with a Snapchat scavenger hunt, video sharing challenge, and user-generated content challenge

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Creative Challenges on Social Media

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The Planning Process

2 months out…• Social media posts are reviewed• Graphics are finalized• Posts are all scheduled via Hootsuite

1 month out…• Posting the teaser video

(and watching the analytics)• Posts across five social networks

start rolling out• Training of campus peers • Hourly challenges planned and schedule

built for the day of

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The Day of…

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Applications and Tools

Social listening• We used keyword search streams to

listen to our target audience and inform our campaign strategy• We also set up Hootsuite Insight

streams for our hashtags #IGave and #PurdueDayofGiving

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Applications and Tools

Site analytics• Use of Google Analytics and Google

Tag Manager to track how users were navigating the site

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“Data is the new fuel. It isn’t gasoline, it’s data.”

— Tatjana Dzambazova

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Applications and Tools

Because social media posts were scheduled in advance through Hootsuite, we were able to focus on what was happening in real time, which was essential because of the amount of activity happening

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Applications and Tools

We sent out a total of 218 thank-you videos in response to uses of #IGave

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By the Numbers…

@mar10s

$28.2 million raised15,181 total donations

54 percent higher than last year’s total of $18.3 million

3rd consecutive year holding the record for most dollars raised for higher education through a single-day campaign

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By the Numbers…

@mar10s

87 percent increase in gifts from international donors

The three highest participation levels were from the three most recent class years

21% of gifts were from first-time or lapsed donors — a 23% increase

56 countries and all 50 states represented

#SocialFresh

By the Numbers…

@mar10s

Over 9,000 pieces of user-generated content

were submittedGifts ranged in size from $1 to $2.5 million

42% increase in social impressions: 34 million+ impressions across Facebook,

Twitter, Instagram, LinkedIn and Snapchat

#SocialFresh

Ever Grateful

https://youtu.be/pmeh_tnPtI8 @mar10s#SocialFresh

THANK YOUMartin SickafoosePurdue Universitymart@purdue.edu@mar10s

#SocialFresh