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The Crowdfunding Craze

in Higher Ed

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Jamie McDonaldFollow @genero_city

Chief Giving Officer of Network for Good

Founder of GiveCorps, online giving software for nonprofits and Higher Ed

Dayna CarpenterFollow @boyles_d

Director of Annual Giving at UMBC

Board of Directors – Northeast Annual Giving Association, Ltd.

Today’s presenters

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Crowdfunding has

a long

HISTORY

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Now,

Crowdfundingis making waves in

Higher Ed

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haven'tCHANGED

The fundamentals for higher ed

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But your passionate community

…students, alumni, parents, faculty, staff, others

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Has more power to move the needle...

…even with annual giving.

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With crowdfunding, social media +

great technology...

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It’s like a party for your school

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What is it?Crowdfunding:

Project-Based Annual Giving

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What is it?Crowdfunding:

Giving Days

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What is it?Crowdfunding:

Peer-to-Peer Fundraising

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What is it?Crowdfunding:

Student/Faculty Philanthropy

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Crowdfunding: building major gift funnel

Planned or Principle Gifts

Major Gifts

Annual Giving

Crowdfunding Principles

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Segmentation

• Prescriptive vs. Self-selected Segmentation

• Lead-Generation and Data Capture Tool

• If used right, reduces donor fatigue

– Changes the “voice” of the Asker

– Subtle way of involving donors in a “second ask”

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Phases of a Capital Campaign(and a Crowdfunding Campaign)

• The Quiet Phase

• The Campaign Kickoff

• The Public Phase

• The Campaign Closing Celebration

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Rosso’s Concentric Circles Constituency Model

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UMBC Crowdfunding: Pilot

• Launched in June of 2013

• Partial responsibility of one staff person

• Focused on student organizations

• 323 total donors

• 8.5% of all first-time donors to UMBC

• $16,838.50 (Average gift of $52.13)

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UMBC Crowdfunding: The Future

• Connecting with Events

• Incorporating in Direct Mail and Calling Efforts

• Personalized pages for high-end donors

• Team – or – Board/Chapter-based Giving

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What’s the right goal?

DonorsNew DonorsDollarsRecurring GiversParticipation

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You can still use a giving

pyramid to determine goalRaise $50,000 in campaign

• 8,500 donors in data file

• 3% participation (and you’ll

definitely attract new donors, so

this should be a safe bet)

• 255 Donors

22

(Planning + Inspiration) = Success

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Challenges Matching FundsEvents

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Teach campaign managers to be contagious

Regular, SHAREABLE

content

Donor list

Prospect list

Faculty/Staff

Students

Social channels

Media

Administration

Hint: COPE - Create Once; Publish Everywhere

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• Ideally:– Clean, simple giving process

– Automated thank you and tax receipt

– Mobile-ready for both learning and giving

– Be easy for your team to set up, update, and manage

– Embedded social sharing

– Instant reporting on the progress of your campaign

– Multiple inspiring fundraising pages

– Equipped to show your matching funds

– Peer to Peer fundraising capability

– Donor scroll online

Buy vs. Build?

What online giving capabilities do I need?

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Case Study: Project-based annual giving

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Case study: Giving Day

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Case study: Peer or Ambassador Campaign

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Case study: Student Philanthropy

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The Long-Term “Sticky” Donor

• Provides a great “first” giving

experience

• Highlights direct donor impact

• Broadens fundraising constituency

• Identifies donor interests –

contributing to marketing

opportunities

• Turn students and young alum into

Philanthropists – instill habit of giving

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Thank You

jamie@givecorps.com

dayna@umbc.edu

higher ed solutions: GiveCorps.com