For #CASESMC

1. DIGITAL FUNDRAISING
ON THE SOCIAL WEB

2. Hello.

3. Ashley Budd
@ashley_budd
Assistant Director, Social Media Strategy
Alumni Affairs & Development
Cornell University
ashleybudd.com

4. DIGITAL FUNDRAISING
ON THE SOCIAL WEB

5. FUNDRAISING STRATEGY
+ DIGITAL CONTENT
STRATEGY

6. Giving

7. 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

8. Giving

9. Giving

10. 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

11. 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)

12. Fundraising

13. Fundraising

14. Fundraising

15. Fundraising

16. Fundraising

17. Fundraising

18. Fundraising

19. Where does the
money go?

20. How does it
get there?

21. Who benefits?

22. What is the impact
of each dollar?

23. DIGITAL FUNDRAISING
STRATEGY

24. Part 1: Observations

25. DIGITAL REVOLUTION

26. fundraising Evolution
Phone
Email
Mobile

27. Fundraising the the
digital world

38. Storytelling on the
Social Web

39. Email
Twitter
Facebook
Blogs

40. DEVELOPMENT
101

41. 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

42. Principal &
Major Gifts

43. Annual Giving

44. Annual Giving
Goal = Participation & Pipeline
Strategy = Provide value

45. Annual Giving

46. Annual Giving

47. Annual Giving

48. Annual Giving
Goal = Participation
& Pipeline
Strategy = Provide value

49. Annual Giving
Just one piece of the fundraising puzzle

50. Part 2: Testing

51. Crowdfunding is not about a
having website. It’s about having
a digital fundraising strategy.

52. Philanthropy
Philos (A love for) Anthropos (Humanity)

53. “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

54. Designing for Emotion
!
Rich Media Theory
& Storytelling

62. personal storytelling
+ communication plan
= winning

63. DIGITAL FUNDRAISING STRATEGY
1.Tell the story

64. Stories

65. DIGITAL FUNDRAISING STRATEGY
1.Tell the story
2.Send a pre-ask communication

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

67. Pre-Ask
Tell the story and put them on notice.

68. DIGITAL FUNDRAISING STRATEGY
1.Tell the story
2.Send a pre-ask communication
3.Ask

69. Ask
They know the story. Connect them.

70. IT HAS TO BE PERSONAL.
IF IT’S NOT PERSONAL,
IT’S NOT PHILANTHROPY,
IT’S A TRANSACTION.
Martin Shell

71. Giving Platform
Where the gift is made & how the university interacts with the gift.
Where fundraisers and donors connect. In one place.

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

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

74. Celebrate Milestones

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

76. Stewardship
Best when it is unexpected and personal.

77. 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?

78. Digital
Stewardship

79. Digital
Stewardship

80. Digital
Stewardship

81. Digital
Stewardship

82. Digital
Stewardship

83. The Test
1 fundraiser = ~$500 toward campaign goal
Fundraiser = 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

84. Results

85. Results
7 stories
192 volunteers
1302 donors
$114,584.00
!
!
!

86. Results
64% first-time donors
13% lapsed donors
27% young alumni
!
!
!

87. Part 3: A challenge

88. Annual giving and our
educational mission.
The case for implementation.

89. It’s not business.
It’s personal.

90. Invest & Test

91. 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?

92. GIVE GIVING A TRY.

93. See what happens.

94. Give amongst
yourselves.

95. THANK YOU!

96. Showing up
is not a goal.

97. The goal is a
sustainable future.

98. Q&A
ash265@cornell.edu
@ashley_budd
ashleybudd.com

99. Resources
Prince, 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/