This document discusses the case for adopting a new online fundraising strategy for the University of Wrigleyville's next campaign. It notes that while the previous campaign was successful, an improved online platform could increase efficiency and outreach. Specifically, it could target new audiences through lower-effort virtual fundraising, strengthen donor involvement, and triple alumni/volunteer activity including internationally. Projections estimate this could lead to 25% more annual and major gifts, adding $30-40 million to the overall campaign and increasing annual revenue by $3-4 million in the second year.