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Online Giving Days

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by

Jenny Ziegler

on 24 April 2015

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Transcript of Online Giving Days

Goals
Increase $ raised

Results
Getting Started
Leadership Approval
Keys to Success
Website
Looking Ahead
Retain new donors
What worked & what didn't
Lawrence Giving Day 2015:
November 10
Online Giving Days
Research & Proposal
Key Volunteers
Collaboration
Increase # of donors
Marketing
Website
Volunteers
Program
Challenges
Technology
Before
Print
Schedule of Events
Recruitment
Topics
Game Changers
Email
Social
Web
Phone
Day of
After
Infographics
Giving Page
Social Media Integration
Toolkit
Responsibilities
Duration
Presenters
Design
Faculty
Annual Giving
Major Giving
Research
Operations
IT
Communications
Film
Alumni
Vice President
President
Vendors
In-House
Trustees
Alumni Board
Planning
Marketing
Social Media
Peer-to-Peer
Start early
Brainstorm
Define timeline
Assign tasks
Meet often
10 months
Lots of details
Be creative!
Keep it simple
Set deadlines
For marketing
For website
For volunteers
For everything!
Start with big day and
work backwards
Every two weeks
As needed
Document tasks and assignments
Assign a project manager
Builds accountability
Balanced
Integrated
Targeted
Theme
Goals
Giving History
Constituency
Not too much nor too little
Timing
Multi-Channeled
Coordinated
1 month before:
letter to leadership donors
2-3 weeks out:
save-the-date postcard
12 days out:
daily social media teasers
1 week out:
targeted email
2 days before:
email with video teaser
Day of:
8 a.m. email
ongoing social media posts
phone calls
live-streaming show
Increase participation:
$500 match per gift
for young alumni

Increase $:
Challengers had to
increase
Leadership-level goal
Consistent
Eye-catching
Meaningful
Flexible
Postcard
Social Media
Website
Gave already
Existing pledge
Leadership level
No commitment
(yet!)

Young Alumni
Reunions
Parents
Friends
Faculty/Staff
Bingo & Buttons
Even Cookie Cakes!
Real clock on campus
Gift from Class of 1995
Theme of "Time"
http://go.lawrence.edu/givingday
Not just volunteers
Created competition
Peer challengers
Peers posting to social media
Peers calling & emailing
Enhanced peer-to-peer
Real-time updates
Spreads like wildfire
Meaningful
Unique
Easy
#LUGives 14
Images
Samples
Questions?
Before We Begin
Not a Silver Bullet
Temper Expectations
Every organization is different
Netted $155,000 in new $
and 249 new donors
Built culture, excitement, and
enthusiasm
Game Changers to challenge other young alumni
Game Changers in August
Research identified potential
Major Gift Officers were asked
to reach out or suggest others
increase, was counted in the challenge amount
Their whole commitment, not just the
to increase giving over last year
To be a Game Changer, they had
Deadline to secure was originally
end of September
Goal to have wide variety to
represent different areas of
the constituency
Wanted to have enough young alumni
#Hashtag
Toolkit
Clean design
Easy donate form
Live program
Toolkit
Donor list
Real-time updates
Thank you!
Common Factors:
Multi-Channel Marketing
Engage Volunteers
Time bound challenges
Create sense of urgency &
excitement
1,754 Donors
$1.1 million
123 Challengers
50% average increase
63% increased giving
249 first time donors
2.6% boost to alumni
participation rate
from reactivated and
new donors
Full transcript