digital fundraising on the social web
Post on 22-Oct-2014
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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
FUNDRAISING STRATEGY + DIGITAL CONTENT
STRATEGY
Giving
Why do people give?1.Personal and community benefits 2.Religious principles and institutions 3.Awareness of tax advantages 4.Social functions and networks 5.Perceived obligation to repay an institution 6.Altruism as a moral imperative 7.Family tradition of giving
Prince and File 1994 Giving
Giving
Giving
Prince and File 1994
Giving
1.Personal and community benefits 2.Religious principles and institutions 3.Awareness of tax advantages 4.Social functions and networks 5.Perceived obligation to repay an institution 6.Altruism as a moral imperative 7.Family tradition of giving
Prince and File 1994
Giving
1.Personal and community benefits 2.Religious principles and institutions (maybe) 3.Awareness of tax advantages (major gifts) 4.Social functions and networks 5.Perceived obligation to repay an institution 6.Altruism as a moral imperative 7.Family tradition of giving (maybe)
Fundraising
Fundraising
Fundraising
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
Part 1: Observations
DIGITAL REVOLUTION
fundraising Evolution
PhoneEmailMobile
Fundraising the the digital world
Storytelling on the Social Web
Email Twitter
Facebook Blogs
DEVELOPMENT101
Organize the constituency Ask for the gift
Get the gift Deposit the gift
Send gift receipt & acknowledgment Steward the gift
Thank the donor, rinse and repeat
Basics of a
Development Program
Principal & Major Gifts
Annual Giving
Annual Giving
Goal = Participation & Pipeline Strategy = Provide value
Annual Giving
Annual Giving
Annual Giving
Annual Giving
Goal = Participation & Pipeline
Strategy = Provide value
Annual GivingJust one piece of the fundraising puzzle
Part 2: Testing
Crowdfunding is not about a having website. It’s about having
a digital fundraising strategy.
PhilanthropyPhilos (A love for) Anthropos (Humanity)
“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
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.
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. 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
!!!
Part 3: A challenge
Annual giving and our educational mission.
The case for implementation.
It’s not business. It’s personal.
Invest & Test
YOUR GIVING EXPERIENCE
Is there a compelling story or appeal? Are there rich media assets? Who is asking for your money? Who else is giving their money? Can you answer the tough questions?
Where does your money go? How does your money get there? Who benefits from your money? What is the impact of your dollar?
Is the experience personalized?
GIVE GIVING A TRY.
See what happens.
Give amongst yourselves.
THANK YOU!
Showing up is not a goal.
The goal is a sustainable future.
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/