Digital Fundraising on the Social Web
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Digital Fundraising on the Social Web

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Digital Fundraising on the Social Web Digital Fundraising on the Social Web Presentation Transcript

  • DIGITAL FUNDRAISING ON THE SOCIAL WEB
  • Hello.
  • Ashley Budd
 @ashley_budd 
 Assistant Director, Social Media Strategy
 Alumni Affairs & Development
 Cornell 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 Phone
 Email
 Mobile
  • Fundraising the the digital world
  • Storytelling on the 
 Social Web
  • Email Twitter Facebook Blogs
  • DEVELOPMENT
 101
  • 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 Giving Just one piece of the fundraising puzzle
  • Part 2: Testing
  • Crowdfunding is not about a having website. It’s about having a digital fundraising strategy.
  • Philanthropy Philos (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-Ask Tell the story and put them on notice.
  • DIGITAL FUNDRAISING STRATEGY 1.Tell the story 2.Send a pre-ask communication 3.Ask
  • Ask They 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 Platform Where 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
  • Stewardship Best 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 goal Fundraiser = 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
  • Results 7 stories 192 volunteers 1302 donors $114,584.00 ! ! !
  • Results 64% 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.
  • Q&A ash265@cornell.edu @ashley_budd ashleybudd.com
  • Resources Prince, 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/