Boston University Giving Day Case Study: How to Boost Annual Fund Participation

Boston University Giving Day Case Study:

How to Boost Annual Fund Participation

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Confidential document: Kimbia Inc. 2014

Agenda

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PresentersMiriam Kagan

Senior Fundraising Principal

Kimbia

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Hilary ShepardDirector of Marketing &

Participation

Annual Giving - BU

Phil DiMartinoAsst. Director, New Media Fundraising

Annual Giving – BU


BU Quick Facts• Large, private research university with 310,000

alumni• First-ever comprehensive campaign: $1 billion

goal• Campaign goal of doubling alumni donor counts• Currently at 9.7% alumni participation• No reunions or class volunteer structure• Retention and acquisition are key


Miriam Kagan

UPDATE SLID WITH ALL THE HIGHER ED LOGOS


Let’s Get Started!


• A time-limited (in most cases 12-24 hours) online fundraising competition

• Bringing together your communities (donors, participants, advocates, alumni, corporate partners, etc.)

• Raising money for your community, nonprofits, programs, institutions

• A single online donation campaign

• Driven by a sense of urgency around matching funds and/or prizes

Giving Days: What Are They?


• Increase revenue from a new revenue stream (across channels) -- it’s not just online

• Attract new donors and appeal to more hands-on fundraising demographic

• Generate buzz and excitement in the community, with sponsors, and on social media

• The long-tail effect: successful days may inspire major donors to give matches, endow future programs, etc.

• Increase lapsed participant, donor, alumni participation-new exciting way to engage

During a Dean’s reception held by Columbia College, one major donor was so excited by the results of the

prior year giving day he enthusiastically declared he was going to match the $1.2 million

raised by Columbia College that day.

Giving Days: Why Do They Work?


Model 1: School/Program Model• Fundraise for schools/programs• Incentivize via prize and gift structure built

around revenue and gifts going to each school• Showcase schools and programs throughout

giving days• Activate school/program loyalty and engages

school/program staff to help raise funds

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Model 2: Geographic Competition• Great fit for schools with

geographically widespread alumni network

• Engages cities/states/countries with large alumni presence to foster a sense of competition

• Prize structure and matches well suited to take advantage of local wealthy donors or to help support local alumni clubs.

• Focus on % participating rather than funds raised as a great way to increase alumni participation

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Model 3: Inter-Institution Competition• Institutions compete to raise

the most funds around a specific event, such as a football game

• Engages competitive school spirit in a positive, proactive way

• Activates sense of competition around sports or other naturally competitive events


The BU Model• Double Your Impact• Donor-Centric – You Choose the Designation• BU Pride and Feel-Good Marketing• Micro Challenges• Organic Competition• Led by Online Ambassadors



Successful Giving Days• Compelling value proposition for stronger Giving Day

message• Scalable, stable platform• Strategic promotion planning before, during, and after

Giving Day• Design optimization: Clean and clear call to action and

design• Engage donors and alumnae across channels, including

social media and mobile • Power on-the-go engagement via mobile optimization• Remember to say “thank you”

• Staff are “Giving Day” ready


Over $1.1 million from over 3,100 donors raised in one day!

Over $1.1 million from over 3,100 donors raised in one day!



Select a Vendor Who Will Provide Communication and Social Media Tools & Training



• Staffing, staffing, staffing• Develop timeline• Cross-departmental buy-in: feedback loop

• Set clear goals and expectations

• Solicit major donor for matches/challenges

• Align action items of partners

BU Giving Day: Planning


• Planning makes perfect• Clear content calendars and pre-prepared

materials• Manning the phones and trouble-shooting• Social stewardship• Managing the buzz• Updates – internal and external

BU Giving Day: Execution



Your Tech Prep List


A mobile pause

30% of site visitors and 15 % of transactions came from mobile on Giving Day

Optimize for mobile for on-the go donors during a limited time period (don’t forget to include tablets in your design considerations)



Tech Priorities• Simple Donor Experience

• Responsive Design

• Real-Time Counters

• Integrated Processing

• High Volume

• Automatic Receipting

• Customized Reporting





EVENT DAY HQ•Sufficient staff to field questions•Community outreach•Real-time communications: social media, leaderboards, progress, and prizes


BU Giving Day: On Campus



• Day After Email• Social Updates• Gift Processing• Thanking our Ambassadors• Team De-Briefs• Surveying Schools & Colleges

BU Giving Day: Post-Event




Analyze and Iterate


Omni-Channel FundraisingTM Solutions



Q&A

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www.kimbia.com@kimbiainc

[email protected]@miriamkagan

[email protected]@phildimartino

[email protected]/campaign

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http://www.kimbia.com/


Thank you!

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Government & Nonprofit

Boston University Giving Day Case Study: How to Boost Annual Fund Participation