DIGITAL FUNDRAISING ON THE SOCIAL WEB

Hello.

Ashley Budd @ashley_buddAssistant Director, Social Media StrategyAlumni Affairs & DevelopmentCornell University

ashleybudd.com

DIGITAL FUNDRAISING ON THE SOCIAL WEB

FUNDRAISING STRATEGY + DIGITAL CONTENT

STRATEGY

Giving

Why do people give?1.Personal and community benefits 2.Religious principles and institutions 3.Awareness of tax advantages 4.Social functions and networks 5.Perceived obligation to repay an institution 6.Altruism as a moral imperative 7.Family tradition of giving

Prince and File 1994 Giving

Giving

Giving

Prince and File 1994

Giving

1.Personal and community benefits 2.Religious principles and institutions 3.Awareness of tax advantages 4.Social functions and networks 5.Perceived obligation to repay an institution 6.Altruism as a moral imperative 7.Family tradition of giving

Prince and File 1994

Giving

1.Personal and community benefits 2.Religious principles and institutions (maybe) 3.Awareness of tax advantages (major gifts) 4.Social functions and networks 5.Perceived obligation to repay an institution 6.Altruism as a moral imperative 7.Family tradition of giving (maybe)

Fundraising

Fundraising

Fundraising

Fundraising

Fundraising

Fundraising

Fundraising

Where does the money go?

How does it get there?

Who benefits?

What is the impact of each dollar?

DIGITAL FUNDRAISING STRATEGY

Part 1: Observations

DIGITAL REVOLUTION

fundraising Evolution

PhoneEmailMobile

Fundraising the the digital world

Storytelling on the Social Web

Email Twitter

Facebook Blogs

DEVELOPMENT101

Organize the constituency Ask for the gift

Get the gift Deposit the gift

Send gift receipt & acknowledgment Steward the gift

Thank the donor, rinse and repeat

Basics of a

Development Program

Principal & Major Gifts

Annual Giving

Annual Giving

Goal = Participation & Pipeline Strategy = Provide value

Annual Giving

Annual Giving

Annual Giving

Annual Giving

Goal = Participation & Pipeline

Strategy = Provide value

Annual GivingJust one piece of the fundraising puzzle

Part 2: Testing

Crowdfunding is not about a having website. It’s about having

a digital fundraising strategy.

PhilanthropyPhilos (A love for) Anthropos (Humanity)

“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

Designing for Emotion !

Rich Media Theory & Storytelling

personal storytelling + communication plan

= winning

DIGITAL FUNDRAISING STRATEGY

1.Tell the story

Stories

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication

YOUR ONLINE AUDIENCE SHOULD NEVER BE SURPRISED WHEN YOU ASK THEM FOR MONEY.

Pre-AskTell the story and put them on notice.

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask

AskThey know the story. Connect them.

IT HAS TO BE PERSONAL. IF IT’S NOT PERSONAL,

IT’S NOT PHILANTHROPY, IT’S A TRANSACTION.

Martin Shell

Giving PlatformWhere the gift is made & how the university interacts with the gift.

Where fundraisers and donors connect. In one place.

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones

Celebrate Milestones

DIGITAL FUNDRAISING STRATEGY

1.Tell the story 2.Send a pre-ask communication 3.Ask & Thank 4.Celebrate milestones 5.Tell the gift story

StewardshipBest when it is unexpected and personal.

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?

Digital Stewardship

Digital Stewardship

Digital Stewardship

Digital Stewardship

Digital Stewardship

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

Results

Results7 stories

192 volunteers 1302 donors $114,584.00

!!!

Results64% first-time donors 13% lapsed donors 27% young alumni

!!!

Part 3: A challenge

Annual giving and our educational mission.

The case for implementation.

It’s not business. It’s personal.

Invest & Test

YOUR GIVING EXPERIENCE

Is there a compelling story or appeal? Are there rich media assets? Who is asking for your money? Who else is giving their money? Can you answer the tough questions?

Where does your money go? How does your money get there? Who benefits from your money? What is the impact of your dollar?

Is the experience personalized?

GIVE GIVING A TRY.

See what happens.

Give amongst yourselves.

THANK YOU!

Showing up is not a goal.

The goal is a sustainable future.

Q&Aash265@cornell.edu

@ashley_budd ashleybudd.com

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/