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Digital Fundraising 
on the Social Web 
HighEdWeb 2014 
Portland, 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
Cornell Crowdfunding Data 
Giving Behavior Young Alumni
Cornell Alumni Affairs 
& Development 
Sesquicentennial 
New President 
Capital Campaign
Typical Development Program 
Organize people 
Engage them 
Ask for a gift 
Get the gift 
Steward the gift 
Rinse and repea...
Tracked Prospects Individual Gift Officers
Everyone Else Social Media Staff + Peers
Kathy Known + Unengaged
Kathy's 
Digital Engagement 
A tweet 
A LinkedIn connection 
3 speaking engagements 
Major gift 
“We’ve reached out for th...
Scott Known + Engaged
Scott's 
Digital Engagement 
Social monitoring 
Mapping data 
Content analysis
My first time actually coming 
back for homecoming… What a 
great decision. I've always loved 
Cornell, but it is events l...
John's 
Digital Engagement 
Social listening 
Group access 
Connectivity
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 Develop...
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 stories 
Peer advocates 
Digital 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+ 
• Alu...
YouTube Videos 
Participation
Facebook, Flickr & Instagram
Live Events & Recordings
Academic Chats & Second Screen Experiences
slideshare.com 
Thank you!
@ashley_budd 
ashleybudd.com
Digital Fundraising - High Ed Web 2014
Digital Fundraising - High Ed Web 2014
Digital Fundraising - High Ed Web 2014
Digital Fundraising - High Ed Web 2014
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Digital Fundraising - High Ed Web 2014

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Digital Fundraising on the Social Web - for higher education. High Ed Web Conference, Portland, OR 2014

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Digital Fundraising - High Ed Web 2014

  1. 1. Digital Fundraising on the Social Web HighEdWeb 2014 Portland, OR Ashley Budd @ashley_budd
  2. 2. Digital Strategy • Project management • Cornell 150 web team • Content creation • Content management • UX design
  3. 3. RIT Admissions #RITstudents
  4. 4. Tuition Increases & Enrollment Growth The Business
  5. 5. Cornell Crowdfunding Data Giving Behavior Young Alumni
  6. 6. Cornell Alumni Affairs & Development Sesquicentennial New President Capital Campaign
  7. 7. Typical Development Program Organize people Engage them Ask for a gift Get the gift Steward the gift Rinse and repeat
  8. 8. Tracked Prospects Individual Gift Officers
  9. 9. Everyone Else Social Media Staff + Peers
  10. 10. Kathy Known + Unengaged
  11. 11. Kathy's Digital Engagement A tweet A LinkedIn connection 3 speaking engagements Major gift “We’ve reached out for the last ! two years and…silence.” - Cornell Major Gift Officer!
  12. 12. Scott Known + Engaged
  13. 13. Scott's Digital Engagement Social monitoring Mapping data Content analysis
  14. 14. 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 Unknown + Engaged
  15. 15. John's Digital Engagement Social listening Group access Connectivity
  16. 16. LinkedIn & Prospect Research • 59 nominated prospects in FY14 • 74% rated $100K + • 96% rated $25K +
  17. 17. Beth Unknown + Unengaged
  18. 18. “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
  19. 19. Where does the money go?
  20. 20. How does it get there?
  21. 21. Who benefits?
  22. 22. What is the impact of each dollar?
  23. 23. Beth's Digital Engagement Crowdfunding platform Compelling stories Peer advocates Digital stewardship
  24. 24. Communication Plan • Peer to peer email outreach • 30 days of real time accounting • Digital stewardship
  25. 25. 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%
  26. 26. YouTube Videos Participation
  27. 27. Facebook, Flickr & Instagram
  28. 28. Live Events & Recordings
  29. 29. Academic Chats & Second Screen Experiences
  30. 30. slideshare.com Thank you!
  31. 31. @ashley_budd ashleybudd.com

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