This document discusses how to boost fundraising results through digital outreach. It provides 5 key tips: 1) amplify appeals across social media and websites where donors spend time; 2) boost results through optimized digital advertising; 3) maximize donor action using crowdfunding and giving days; 4) grab more donors for local events through geo-location messaging; and 5) harness the power of digital by engaging donors where they are and combining urgency and ambassador outreach. Case studies and data are presented to support each tip.

1. How to Boost Your
Fundraising Results with
Digital Outreach
Josh Robertson
and Brian Gawor

2. Ruffalo Noel Levitz
2

3. Ruffalo Noel Levitz
3
Brian Gawor, CFRE
Vice President
Research
Brian.Gawor@RuffaloNL.com
Twitter: @BrianGawor
Josh Robertson
Vice President
Product Strategy
Josh.Robertson@RuffaloNL.com
Twitter: @JRobertson207
THE PRESENTERS

4. Ruffalo Noel Levitz
4
Growth of social, mobile and how to meet your donors
where they spend their time, online
Boost results using optimized mobile advertising.
Crowdfunding and giving days – a game changer
Five key tips to harness the power of digital
Overview of today’s conversation:
1
2
3
4
…plus, aspecial
offer.

5. Ruffalo Noel Levitz
5
The poll is located on the panel on the right side of your screen
Please go to the panel now and select your answer
Poll Question: Whichof thesedigital engagement tactics haveyou
utilized?Clickall that apply.
1.Crowdfunding
2.Online Giving Day
3.Targeted Online Advertisement
4.Retargeting
5.Mobile Geo-location
6.I don’t know what some of these are, help!

6. Ruffalo Noel Levitz
6
4 Terms Digital Marketing Terms
 Retargeting: online targeted advertising by which online
advertising is targeted to consumers based on their
previous Internet actions.
 Targeted Digital Advertising: Advertising on websites,
apps and mobile devices.
 Mobile Geo-Location: Location-based
digital marketing tool that lets marketers send messages
to smartphone users in a defined geographic area
 Impressions: refers to the point in which an ad is viewed
once by a visitor, or displayed once on a web page.

7. Ruffalo Noel Levitz
7
1Amplify yourappeals
across social mediaandwebsites whereyour
donors spendtheirtime.

8. Ruffalo Noel Levitz
8
A “Social” World
 Facebook is the most visited
website
 800 MM active YouTube Users
than spend 15 minutes/day on
YouTube
 56% of people check Facebook
daily
 120K tweets sent ever second
#digitaldialogue

9. Ruffalo Noel Levitz
9
Growth of Social
78% of Americans have a social media profile – Source Statista

10. Ruffalo Noel Levitz
10
Grandma just friended me…
Digital isn’t just about millennials

11. Ruffalo Noel Levitz
11
Always Online

12. Ruffalo Noel Levitz
12
The bad news…they aren’t following you
Digital advertising puts you in front of them…forthose that thinkit’s creepy
 Do your prospects frequently mail you checks without a
BRE/CRE?
 Is your gift processing office overwhelmed with calls
from donors ready to make gifts?
 Do you get emails every day from donors wanting your
giving url?

13. Ruffalo Noel Levitz
13
AMPLIFY YOUR APPEALS
PLAYBOOK
Thinkbig…beyond Facebook
Engage yourdonors where
they spend theirtime
Thinkabout reinvesting
in innovation

14. Ruffalo Noel Levitz
14
2Boost results
across allchannels throughoptimizeddigital
advertising

15. Ruffalo Noel Levitz
15
Otherindustries forinvesting more in digital
Digital advertising revenue surged 20% in 2015
“Digitaladvertising growth was driven bymobile, which
climbed to $20.7 billion, a whopping 66% upswing from the
previous year. Butsocialmedia shared the spotlight,
growing 55% to $1 0.9 billion, up from the previous year's
$7 billion.”
Source: Advertising Age 2016
Like it orNot: We are competing forshortening attention spans.

16. Ruffalo Noel Levitz
16
Non-profits are investing more in digital
Top non-profits are investing $0.12 perdollarraised online on digital
advertising
Source M+R2016 Benchmarking Report

17. Ruffalo Noel Levitz
17
Non-profits are investing in digital
Charity Waterhas created a digital conversation

18. Ruffalo Noel Levitz
18
Enrollment is already using digital to recruit

19. Ruffalo Noel Levitz
19
What should highereducation fundraisers do?
Amplify Engagement and Fundraising
Results Using Digital

20. Ruffalo Noel Levitz
20
Digital Success Story

21. 21
UNI Digital dialogue | Goal

22. 22
UNI Digital Dialogue | Overview

23. 23
Uni Digital Dialogue | Audience
Breakdown
19,740 Total Prospects: 8,328 Control Group | 11,412 Test Group

24. 24
UNI Digital Dialogue | Ad Creation &
Placement

25. 25
Desktop Digital Ad - Facebook
Desktop

26. 26
Desktop Digital Ad - Web
Desktop

27. 27
Facebook Mobile Ad

28. 28
UNI Digital dialogue |Overall
Fundraising results
Records
Total Dollars
Response Rate
Gifts
Average Gift
5 of 6 test segments outperformed the control group
*The above results are based on overall gifts regardless of source channel made from the time digital ads were placed through the
end of the fiscal year.

29. Ruffalo Noel Levitz
29
The poll is located on the panel on the right side of your screen
Please go to the panel now and select your answer
Poll Question: What is yourgivingpage"abandonment rate" – the% of
peoplewho hit thepagebut don't makeagift?
a)10-20%
b)20-40%
c)40-60%
d)60%+
e)I don’t know.

30. Ruffalo Noel Levitz
30
Retargeting
Retargeted web site visitors are 70% more likely to convert Source: Wishpond
 Retargeting: online targeted advertising by which online advertising
is targeted to consumers based on their previous Internet actions.

31. Ruffalo Noel Levitz
31
Boost Results PLAYBOOK
Identify Digital Opportunities
Develop Strong Call to Action
Measure yourresults

32. Questions?

33. Ruffalo Noel Levitz
33
3Maximize donoraction
usingnext generationcrowdfunding
andgivedays

34. Ruffalo Noel Levitz
34
Crowdfunding
It’s forall kinds of donors

35. Ruffalo Noel Levitz
35
FY15 Analysis
Ole Miss

36. Ruffalo Noel Levitz
36
Alumni New Donors by Graduation Yearand Channel
Recent Graduates more likely to be acquired via crowdfunding

37. Ruffalo Noel Levitz
37
Giving Days
Not just the next big thing: smart donorengagement
 Maximize donor urgency with a one
day push and deadline.
 Planned many months in advanced.
 Testing, engaged and active
ambassadors and gamification make
a difference.
 Really a “micro-campaign” that makes
your message immediate.
 Outside of 12/31, the biggest day for
your traffic.

38. Ruffalo Noel Levitz
38

39. Ruffalo Noel Levitz
39
UCSBSuccess
Not just the next big thing: smart donorengagement
 Began with testing during
#GivingTuesday.
 Coordinated, campus-wide effort.

40. Ruffalo Noel Levitz
40
What UCSBdid right
What you should repeat
 Started working a year before-
marketing team got campus buy-
in.
 Workshops on campus to
educate.
 Broad, experimental content
generation and social media
sharing.
 Challenge donors.
 Ambassadors.
 A great platform.

41. Ruffalo Noel Levitz
41
Giving Day + Digital Marketing
Meet the donors where they spend theirtime
 Targeted digital advertising
& retargeting the week
leading up to and on giving
day
 Targeted digital
stewardship post giving day

42. Ruffalo Noel Levitz
42
Maximize Donor action PLAYBOOK
Test. Collaborate. Innovate.
On campus team+ ambassadors
+ and leadership donors
Amplify these efforts with
a digital dialogue.

43. Ruffalo Noel Levitz
43
4Grab more donors
forlocalevents andpushedthroughgeo-
locationmessaging.

44. Ruffalo Noel Levitz
44
Mobile Geo-Location
Geo-fencing is a virtual perimeter
 Mobile Only
 Establish Perimeter
 Buildings
 Stadium
 Graduation Facility
 Deliver Custom Mobile Ads
 Campus App
 Give Now
 Update your Information

45. Ruffalo Noel Levitz
45
Mobile Geo-Location
Combine Digital Advertising + Retargeting
 Homecoming
 Reunions
 Athletics
Events
 On-Going
Training
 Graduation
Don’t Forget: Distance makes the heart grow fonder

46. Ruffalo Noel Levitz
46
Mobile Geo-Location + Digital
Engage constituents pre-event, at event and post event
 Pre-Events
 Target local alumni, parents and
friends with Display Advertising
 At Event
 Mobile Geo-Location
 Post Events
 Retarget with custom ads

47. Ruffalo Noel Levitz
47
Grab more Donors PLAYBOOK
Join forces with Alumni Assoc.
Test how to turn
engagement into giving
Develop compelling call to action
based on the event

48. Ruffalo Noel Levitz
48
5
1
2
3 Use Retargeting to Reduce Cart
Abandonment
4
Embrace Digital Innovation
Utilize Digital Advertising to
Amplify Your Channels
Engage Donors Where They Are
Harness the
powerof
digital.
Combine Urgency and
Ambassador Outreach to Create a
New Donor Engine

49. Ruffalo Noel Levitz
49
Would you like a customized
digital engagement scorecard which shows:
-How you compare on digital tactics.
-What you can do to harness the power of digital.
Emailcomments and questions to ContactUs@RuffaloNL.com.
I want a digital engagement scorecard for my institution!
Click YES

50. Questions?

51. Ruffalo Noel Levitz
51
Would you like a customized
digital engagement scorecard which shows:
-How you compare on digital tactics.
-What you can do to harness the power of digital.
Emailcomments and questions to ContactUs@RuffaloNL.com.
I want a digital engagement scorecard for my institution!
Click YES

52. Ruffalo Noel Levitz
52
Webinarparticipants receiveadiscount.
Headtoruffalonl.com/millennialdonors toregister.
UsecodeDIGITAL20

53. Ruffalo Noel Levitz
53
Brian Gawor, CFRE
Vice President
Research
Brian.Gawor@RuffaloNL.com
Twitter: @BrianGawor
Josh Robertson
Vice President
Product Strategy
Josh.Robertson@RuffaloNL.com
Twitter: @JRobertson207
THE PRESENTERS
Find us on