Digital Fundraising on the Social WebHighEdWeb 2014Portland, OR

Ashley Budd @ashley_budd

Digital Strategy

• Project management

• Cornell 150 web team

• Content creation

• Content management

• UX design

RIT Admissions

#RITstudents

Tuition Increases & Enrollment Growth The Business

Giving Behavior Young Alumni

Cornell Crowdfunding Data

Cornell Alumni Affairs & Development

Sesquicentennial New PresidentCapital Campaign

Typical Development Program

Organize people

Engage them

Ask for a gift

Get the gift

Steward the gift

Rinse and repeat

Tracked Prospects Individual Gift Officers

Everyone Else Social Media Staff + Peers

Kathy Known + Unengaged

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!

Scott Known + Engaged

Scott's Digital Engagement

Social monitoringMapping dataContent analysis

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

John's Digital Engagement

Social listeningGroup accessConnectivity

LinkedIn & Prospect Research

• 59 nominated prospects in FY14

• 74% rated $100K +

• 96% rated $25K +

Beth Unknown + Unengaged

“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

Where does the money go?

How does it get there?

Who benefits?

What is the impact of each dollar?

Beth's Digital Engagement

Crowdfunding platform Compelling storiesPeer advocatesDigital stewardship

Communication Plan

• Peer to peer email outreach

• 30 days of real time accounting

• Digital stewardship

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%

YouTube Videos

Participation

Facebook, Flickr & Instagram

Live Events & Recordings

Academic Chats & Second Screen Experiences

Thank you!

slideshare.com

@ashley_budd ashleybudd.com