big give at the university of california, berkeley
TRANSCRIPT
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LISHELLE -‐Introduce myself and panelists. Introduce themselves. -‐Two years ago, like many of you, we became increasingly intrigued by the trend in online-‐focused, one-‐day giving campaigns. So in 2014 we took the plunge and launched our own inaugural “day of giving:” Big Give. The 24-‐hour fundraising blitz resulted in 7,336 giNs totaling $5.3 million.
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LISHELLE Ask the audience: We’d like to learn more about you. Who is from a: 4-‐year public school, 4-‐year private school; community college; independent school? Who has been involved with a day of giving campaign? Who is considering launching a day of giving campaign?
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LISHELLE You’ll be seeing photos shared by our community during Big Give. They used the template we made available.
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LISHELLE -‐Looking for ways to sustain momentum of $3.13B campaign -‐Key accomplishment: 281,000 donors among highest in country -‐Increased sense of community and engagement among donors -‐Emerging naYonal trend -‐24 hour ONLINE “day of giving” micro-‐campaigns -‐Online event with videos, interacYve messaging/posts, conYnuous social media and PR with “celebrity” alumni/campus luminaries, student involvement, alumni gatherings -‐Peer-‐driven and viral -‐Creates a buzz among campus and alumni community -‐Contests to create compeYYon and inspiraYon
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LISHELLE -‐Explain Big Game -‐Acquire new donors -‐Leverage momentum of campaign and excitement of Big Game -‐Big Give campaign on Nov. 20 during Big Game week -‐Show strength in numbers when we all come together
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LISHELLE Core working group began meeYng approximately 10 months in advance to start planning. Groups involved included:
-‐MarkeYng and social media -‐Fundraising -‐Contest administrators -‐Events -‐OperaYons -‐Website -‐Volunteer engagement -‐Internal communicaYons
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LISHELLE (This slide marks start of Silent Phase secYon. Phases outlined on next slide.)
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LISHELLE August 1–November 13, 2014
-‐Solicited lead giNs/pledges ($1,952,900) primarily from 5-‐6 figure major giNs Contest fund Major giNs
-‐Raised contest funds (handful of donors provided $128K in contest funds) -‐Prepared and on-‐boarded campus departments
Two campus meeYngs with materials and breakouts Also engaged group of 30 staff from various departments to vet plans and offer ideas/input Bimonthly and weekly emails to campus units Intranet site with all presentaYons, toolkits, FAQ, templates, design assets, etc.
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LISHELLE -‐Smaller units: Center for Race and Gender; Center for LaYn America Studies. -‐We were surprised that research centers and organizaYons got involved.
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STEFANIE -‐Leverage rivalries, boost energy and giving; gamificaYon of fundraising -‐Determined contest fund structure -‐Revenue contest (43% of contest funds) meant to raise the most money
ParYcipaYon contest (48% of contest funds) meant to level playing field for small units Hourly contests (9% of contest funds meant to maintain excitement
6-‐7 a.m. Most InternaYonal GiNs 10-‐11 a.m. 117th Donor (117th Big Game) 12-‐1 p.m. Random Faculty/Staff Donor 1-‐2 p.m. Most Donors 4-‐5 p.m. Random Parent Donor 5-‐6 p.m. Most Student Donors 6-‐7 p.m. Random Alumni Donor 7-‐8 p.m. Most New Donors
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STEFANIE
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STEFANIE: -‐ Mid-‐September to mid-‐October -‐Contracted with outside vendor to build dedicated Big Give website -‐Ad in alumni magazine and other publicaYons from schools and colleges—the ad in the alumni magazine kicked off the beginning of markeYng to the public -‐Only URL, hash tag, and a splash site with email signup were revealed -‐Toolkit provided to campus partners, whose evolving content included:
o Timeline o Art assets o Graphic design guidelines o Sample social media posts o Editorial guidelines and content o Volunteer handouts o Media plan o Email schedule o Much more as needed
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STEFANIE: Intro video and video. (hqps://www.youtube.com/watch?v=3OZcA-‐E5QGs)
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STEFANIE -‐October 18–November 19, 2014, 8:59 p.m. PST -‐Website became much more robust with countdown clock, video, FAQ, and social media -‐Postcards sent to large list (approximately 120,000), including lists from campus partner units -‐Email campaign -‐Print, web, and radio ads -‐Social media posts (you’ll hear more about that shortly) -‐Full website launch promoted at home football game with video shown -‐PromoYonal card stunt and all-‐stadium announce at home basketball game -‐PromoYons at Big Game week events including:
• Straw Hat band cable car rally with a large banner that later moved to main plaza, and large buqons • “Get the red out” rally/canned food drive • Rally Commiqee promoted at bonfire rally
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STEFANIE: -‐Website changed over again, to feature new video, “give now” buqons, donaYon form, and contest leaderboards. -‐Explain why the Yme started was at 9 pm Nov 19 -‐Countdown clock changed to now show “total raised” -‐MulYple acYve volunteer networks -‐On-‐campus presence included a table where donaYons could be made and images taken and shared -‐Social media (take it away, ChrisYna)
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CHRISTINA Advance work Template for image Ambassador network-‐define what it is, how many people. Show volunteer piece (social=peer to peer) AdverYsing on FB and Twiqer
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CHRISTINA -‐Working with student groups and faculty. Easy wins. -‐Helped us seed the effort. -‐EffecYve way of connect alums to campus.
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CHRISTINA: -‐InternaYonal relaYons big supporter. Ran contest. Leverage social ambassador network. -‐AggregaYon of posts on website. -‐Social platorms used: Facebook, Twiqer, Pinterest, LinkedIn, Instagram.
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CHRISTINA Content tagged Big Give -‐Shares: 640 -‐Impressions: 336,585 -‐Clicks: 982 -‐ReacYons: 332
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NANCY -‐Student caller and outbound telemarkeYng (2 PM TO 9 PM) -‐In-‐bound calls were handled by Donor and GiN Services; installed “hunt line” to ensure calls were answered by a person. -‐Staffing for in-‐bound calls from 7 pm (soN launch) Nov. 19 to 9 pm Nov. 20; customer service and taking credit card giNs. -‐Planned for tallying of giNs made by phone (out-‐ and in-‐bound) was to capture all giNs resulYng from this markeYng effort; common spreadsheets to facilitate roll-‐up. -‐We took care of our people; security and meals/snacks
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NANCY -‐Website design changed to include Thank You video, contest results, and final tally -‐Daily Cal coverage -‐Thank you email sent on Nov. 21, not just to those who gave. -‐Impact report sent via email to Big Give donors once the month of Nov. closed. Who gave? What did they give to? -‐Big Give donors de-‐selected from year-‐end e-‐appeals. -‐DistribuYon of contest funds by finance; opportunity to communicate with fundraising and finance colleagues.
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NANCY During Big Give, donors made 7,336 giNs total $5,309,418.
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NANCY Some universiYes focus on a single area of giving, but we allowed donors to give to the funds of their choice. -‐Best pracYce to offer limited number of choices for giving -‐Link to online giving site
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LISHELLE Please share a piece of advice that you would offer to anyone who might be considering a similar effort.
Lessons learned: -‐Don’t set a goal. -‐Having both a teaser and a pre-‐event phase was confusing for campus partners this first Yme out. -‐The rules for quiet phase giNs and what counts on the day-‐of were confusing. -‐GiN OperaYons was overstaffed on the day of the event. -‐Number of departments involved. Imagine our surprise! -‐We probably shouldn’t have scheduled the event on a rainy day when tuiYon increases were announced and protests were staged in front of the building where tent was located! -‐Contests and urgency are key. Leadership addicYon is a real -‐Don’t underesYmate the creaYvity of partners on campus. -‐Use this as a team building opportunity for employees. Put a screen in the conference room and throw a pizza party.
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