[WORKSHOP] Social Fundraising: How Purdue University is Raising the Bar
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Transcript of [WORKSHOP] Social Fundraising: How Purdue University is Raising the Bar
Martin Sickafoose – Purdue University
@mar10s
Social Fundraising:How Purdue University is Raising the Bar
#SocialFresh
The Planning Process
Though it only takes 24 hours to raise $28 million, it takes us about 6 months to plan our Purdue Day of Giving.
From the underlying themes to the goals we hope to achieve.
@mar10s#SocialFresh
The Planning Process
Each year we look at which social networks our donors, alumni and students are using.
This allows us to more specifically target our messages and plan what engagements are most beneficial.
@mar10s#SocialFresh
The Goals
It is not about the amount that is raised, but about the opportunities that these donations provide.
Our goals are…• To tell the stories of these opportunities• To increase our social engagement and
awareness globally• To increase the number of young alumni and
international donors• To have more user generated content
@mar10s#SocialFresh
The Toolkit
The toolkit has:• Over 150 pre-written social posts to share• Proof-points and graphics• Best practices and rules of engagement• The teaser video
@mar10s
To enable us to tell our stories, we rely on our campus peers in our colleges, schools and departments to amplify our stories and tell their own.
#SocialFresh
We kicked off the campaign with a Snapchat scavenger hunt, video sharing challenge, and user-generated content challenge
@mar10s
Creative Challenges on Social Media
#SocialFresh
The Planning Process
2 months out…• Social media posts are reviewed• Graphics are finalized• Posts are all scheduled via Hootsuite
1 month out…• Posting the teaser video
(and watching the analytics)• Posts across five social networks
start rolling out• Training of campus peers • Hourly challenges planned and schedule
built for the day of
@mar10s#SocialFresh
Applications and Tools
Social listening• We used keyword search streams to
listen to our target audience and inform our campaign strategy• We also set up Hootsuite Insight
streams for our hashtags #IGave and #PurdueDayofGiving
@mar10s#SocialFresh
Applications and Tools
Site analytics• Use of Google Analytics and Google
Tag Manager to track how users were navigating the site
@mar10s#SocialFresh
Applications and Tools
Because social media posts were scheduled in advance through Hootsuite, we were able to focus on what was happening in real time, which was essential because of the amount of activity happening
@mar10s#SocialFresh
Applications and Tools
We sent out a total of 218 thank-you videos in response to uses of #IGave
@mar10s#SocialFresh
By the Numbers…
@mar10s
$28.2 million raised15,181 total donations
54 percent higher than last year’s total of $18.3 million
3rd consecutive year holding the record for most dollars raised for higher education through a single-day campaign
#SocialFresh
By the Numbers…
@mar10s
87 percent increase in gifts from international donors
The three highest participation levels were from the three most recent class years
21% of gifts were from first-time or lapsed donors — a 23% increase
56 countries and all 50 states represented
#SocialFresh
By the Numbers…
@mar10s
Over 9,000 pieces of user-generated content
were submittedGifts ranged in size from $1 to $2.5 million
42% increase in social impressions: 34 million+ impressions across Facebook,
Twitter, Instagram, LinkedIn and Snapchat
#SocialFresh