What strategies has your school used to solicit donations?

1. Developing Donation Pages and Strategies
Slide 1
Developing Donation Pages and
Strategies

2. Developing Donation Pages and Strategies
Slide 2
1) Fundraising
2) Coordinating Media Channels
3) Nurturing Lifelong Relationships With Alumni
4) Developing Your Donation Page
5) Making the Most of Resources
Overview
Source: Higher Education Marketing – Developing Donation Pages and Strategies

3. Developing Donation Pages and Strategies
Slide 3
 Fundraising for colleges and universities can be a tricky
balancing act.
 While unrestricted donations are vital for sustaining and developing
financial aid, research and several other institutional initiatives,
excessive solicitation risks alienating alumni and provoking
responses like "you only call when you want money.“
 Former students may feel their tuition payments were
already more than sufficient and would prefer to spend their
hard-earned dollars elsewhere.
 Regardless, there are many success stories suggesting methods for
schools to improve their fundraising efforts.
1. Fundraising
Source: Higher Education Marketing – Developing Donation Pages and Strategies

4. Developing Donation Pages and Strategies
Slide 4
 Online resources have revolutionized donation
management.
 Effective fundraising strategies integrate existing media
channels as early in the process as possible, leveraging
ongoing campaigns to coordinate the timing and messaging
of outreach.
 While web-based return on investment can be efficiently
measured for each channel using Google Analytics, other
traditional channels may still be driving traffic to your
website.
2. Coordinating Media Channels
Source: Higher Education Marketing – Developing Donation Pages and Strategies

5. Developing Donation Pages and Strategies
Slide 5
 Developing strong, lifelong relationships with your alumni is
the most sustainable path to a healthy philanthropic
community.
 Not many schools have the luxury of billionaire grads to fund
massive investments but nurturing a mutually beneficial giving
environment can culminate in substantial donations over time.
 Donors are prompted by the realization they have the means
to help the university make a difference.
 Once they have given, they need to be told what their gift has
achieved so they will know they can achieve more by giving again.
 For schools to build successful giving cultures, they must
reconsider how they are earning the financial allegiance of
young donors.
3. Nurturing Lifelong Relationships With Alumni
Source: Higher Education Marketing – Developing Donation Pages and Strategies

6. Developing Donation Pages and Strategies
Slide 6
 For most of your donors, visiting your website is the primary
means of interacting with your institution.
 If receiving donations is a priority, that should be just as visible on
your home page as the "Apply Now" button.
 A donation or giving page should be kept as simple and
functional as possible.
 Visitors who have chosen to arrive at this page must be interested
already - it is your job to convince them and to make the transaction
quick and painless.
 Listening to donors and understanding what they are interested in
helps to target messaging.
 Convey your inspiring story based on your school's role in
shaping a better world.
4. Developing Your Donation Page
Source: Higher Education Marketing – Developing Donation Pages and Strategies

7. Developing Donation Pages and Strategies
Slide 7
 Social media marketing continues to grow in popularity for
integrated fundraising campaigns.
 Some universities have experimented with creating their own social
networks but it's generally best to go where your audience already is
on Facebook, LinkedIn and Twitter.
 Increase online engagement with contests that first require
participants to Like your page.
 Earlier this year, the University of Massachusetts Amherst
Alumni Association launched an online campaign called
UMassGives, which raised over $80,000 in just 36 hours
by recruiting loyal, influential and passionate online
ambassadors to lead the push.
5. Making the Most of Resources
Source: Higher Education Marketing – Developing Donation Pages and Strategies

8. Developing Donation Pages and Strategies
Slide 8
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