Digital Fundraising on the Social Web

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Digital Fundraising on the Social Web

  1. 1. DIGITAL FUNDRAISING ON THE SOCIAL WEB
  2. 2. Hello.
  3. 3. Ashley Budd
 @ashley_budd 
 Assistant Director, Social Media Strategy
 Alumni Affairs & Development
 Cornell University ashleybudd.com
  4. 4. DIGITAL FUNDRAISING ON THE SOCIAL WEB
  5. 5. FUNDRAISING STRATEGY + DIGITAL CONTENT STRATEGY
  6. 6. Giving
  7. 7. 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
  8. 8. Giving
  9. 9. Giving
  10. 10. 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
  11. 11. 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)
  12. 12. Fundraising
  13. 13. Fundraising
  14. 14. Fundraising
  15. 15. Fundraising
  16. 16. Fundraising
  17. 17. Fundraising
  18. 18. Fundraising
  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. DIGITAL FUNDRAISING STRATEGY
  24. 24. Part 1: Observations
  25. 25. DIGITAL REVOLUTION
  26. 26. fundraising Evolution Phone
 Email
 Mobile
  27. 27. Fundraising the the digital world
  28. 28. Storytelling on the 
 Social Web
  29. 29. Email Twitter Facebook Blogs
  30. 30. DEVELOPMENT
 101
  31. 31. 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
  32. 32. Principal & 
 Major Gifts
  33. 33. Annual Giving
  34. 34. Annual Giving Goal = Participation & Pipeline Strategy = Provide value
  35. 35. Annual Giving
  36. 36. Annual Giving
  37. 37. Annual Giving
  38. 38. Annual Giving Goal = Participation 
 & Pipeline
 Strategy = Provide value
  39. 39. Annual Giving Just one piece of the fundraising puzzle
  40. 40. Part 2: Testing
  41. 41. Crowdfunding is not about a having website. It’s about having a digital fundraising strategy.
  42. 42. Philanthropy Philos (A love for) Anthropos (Humanity)
  43. 43. “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
  44. 44. Designing for Emotion ! Rich Media Theory & Storytelling
  45. 45. personal storytelling 
 + communication plan 
 = winning
  46. 46. DIGITAL FUNDRAISING STRATEGY 1.Tell the story
  47. 47. Stories
  48. 48. DIGITAL FUNDRAISING STRATEGY 1.Tell the story 2.Send a pre-ask communication
  49. 49. YOUR ONLINE AUDIENCE SHOULD NEVER BE SURPRISED WHEN YOU ASK THEM FOR MONEY.
  50. 50. Pre-Ask Tell the story and put them on notice.
  51. 51. DIGITAL FUNDRAISING STRATEGY 1.Tell the story 2.Send a pre-ask communication 3.Ask
  52. 52. Ask They know the story. Connect them.
  53. 53. IT HAS TO BE PERSONAL. 
 IF IT’S NOT PERSONAL,
 IT’S NOT PHILANTHROPY, 
 IT’S A TRANSACTION. Martin Shell
  54. 54. Giving Platform Where the gift is made & how the university interacts with the gift. Where fundraisers and donors connect. In one place.
  55. 55. DIGITAL FUNDRAISING STRATEGY 1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank
  56. 56. DIGITAL FUNDRAISING STRATEGY 1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones
  57. 57. Celebrate Milestones
  58. 58. DIGITAL FUNDRAISING STRATEGY 1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones 5.Tell the gift story
  59. 59. Stewardship Best when it is unexpected and personal.
  60. 60. 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?
  61. 61. Digital Stewardship
  62. 62. Digital Stewardship
  63. 63. Digital Stewardship
  64. 64. Digital Stewardship
  65. 65. Digital Stewardship
  66. 66. 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
  67. 67. Results
  68. 68. Results 7 stories 192 volunteers 1302 donors $114,584.00 ! ! !
  69. 69. Results 64% first-time donors 13% lapsed donors 27% young alumni ! ! !
  70. 70. Part 3: A challenge
  71. 71. Annual giving and our educational mission. The case for implementation.
  72. 72. It’s not business. 
 It’s personal.
  73. 73. Invest & Test
  74. 74. 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?
  75. 75. GIVE GIVING A TRY.
  76. 76. See what happens.
  77. 77. Give amongst yourselves.
  78. 78. THANK YOU!
  79. 79. Showing up 
 is not a goal.
  80. 80. The goal is a sustainable future.
  81. 81. Q&A ash265@cornell.edu @ashley_budd ashleybudd.com
  82. 82. 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/

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