Gift Planning Group of Northeastern NY
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DIGITAL FUNDRAISING ON THE SOCIAL WEB
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Hello.
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Ashley Budd @ashley_buddAssistant Director, Social Media StrategyAlumni Affairs & DevelopmentCornell University
ashleybudd.com
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DIGITAL FUNDRAISING ON THE SOCIAL WEB
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Giving
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Giving
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Fundraising
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Fundraising
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Fundraising
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Fundraising
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Where does the money go?
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How does it get there?
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Who benefits?
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What is the impact of each dollar?
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DIGITAL FUNDRAISING STRATEGY
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Observations
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DIGITAL REVOLUTION
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fundraising Evolution
PhoneEmailMobile
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Fundraising the the digital world
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Storytelling on the Social Web
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Email Twitter
Facebook Blogs
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Crowdfunding Case Study
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Crowdfunding is not about a having website. It’s about having
a digital fundraising strategy.
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“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
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Designing for Emotion !
Rich Media Theory & Storytelling
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personal storytelling + communication plan
= winning
#casesmc
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DIGITAL FUNDRAISING STRATEGY
1.Tell the story
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Stories
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DIGITAL FUNDRAISING STRATEGY
1.Tell the story 2.Send a pre-ask communication
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YOUR ONLINE AUDIENCE SHOULD NEVER BE SURPRISED WHEN YOU ASK THEM FOR MONEY.
#casesmc
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Pre-AskTell the story and put them on notice.
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DIGITAL FUNDRAISING STRATEGY
1.Tell the story 2.Send a pre-ask communication 3.Ask
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AskThey know the story. Connect them.
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IT HAS TO BE PERSONAL. IF IT’S NOT PERSONAL,
IT’S NOT PHILANTHROPY, IT’S A TRANSACTION.
Martin Shell
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Giving PlatformWhere the gift is made & how the university interacts with the gift.
Where fundraisers and donors connect. In one place.
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DIGITAL FUNDRAISING STRATEGY
1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank
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DIGITAL FUNDRAISING STRATEGY
1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones
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Celebrate Milestones
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DIGITAL FUNDRAISING STRATEGY
1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones 5.Tell the gift story
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StewardshipBest when it is unexpected and personal.
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Get the donor close to the impact.
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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?
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Digital Stewardship
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Digital Stewardship
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Digital Stewardship
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Digital Stewardship
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Digital Stewardship
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The Test
1 fundraiser = ~$500 toward campaign goalFundraiser = 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
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Results
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Results7 stories
192 volunteers 1302 donors $114,584.00
!!!
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Results64% first-time donors 13% lapsed donors 27% young alumni
!!!
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THANK YOU!
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ResourcesPrince, 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/