Making Crowdfunding Work for Your Institution

Transcription

1 Making Crowdfunding Work for Your Institution R E B E K K A H L. B R O W N V I C E P R E S I D E N T F O R D E V E L O P M E N T & A L U M N I R E L A T I O N S M U H L E N B E R G C O L L E G E R O N C O H E N V I C E P R E S I D E N T F O R U N I V E R S I T Y R E L A T I O N S S U S Q U E H A N N A U N I V E R S I T Y

2 Muhlenberg s Day of Giving #MuleMentum Purpose: Educate all constituencies about the importance of annual donor support Increase participation in annual giving to The Muhlenberg Fund Engage the Muhlenberg community around philanthropy Structure: 1 day event Primarily online giving Donor goal No dollar goal Gifts to The Muhlenberg Fund or Financial Aid

3 Results Date 11/12/13 11/12/14 Goal 910 donors 1,500 donors Result 1,434 donors 1,740 donors Representation from all classes from Most giving from classes of In each year, more than 300 first time donors

4 MuleMentum.Muhlenberg.edu

5 Marketing Schedule Pre-#MuleMentum: October Volunteer expectations document sent Fall Meetings Information provided to Alumni Board, Trustees and Parents Council Fall Class Fund Chair solicitations included information End of October Postcard mailed to all constituents Ads in Muhlenberg Weekly Two weeks before Customized for volunteers sent and MuleMentum is Coming video active on website Day before Preview information sent through Facebook and Twitter sent to all volunteers Robo call went out to all constituents

6 Marketing Schedule On #MuleMentum: 8:00 a.m. Link to kickoff video sent via and posted on social media outlets 8:15-11:00 a.m. Volunteers: make gifts and post videos, photos and comments on social media 11:00 a.m. Second official sent and link to progress update video posted on Facebook and Twitter 1:00-4:00 p.m. Student phonathon and volunteers continue to post 4:00 p.m. Third official sent and link to progress video posted 6:00-9:00 p.m. Student phonathon 9:00 p.m. Fourth official sent and link to progress video posted 11:02 p.m. Celebratory sent

7 Marketing Schedule Post-#MuleMentum: 11/13/14 Thank you video ed to all constituents and posted on social media outlets 11/21/14 Results announced through all social media outlets Follow-up stories written for Muhlenberg Magazine, the Muhlenberg Weekly and the Philanthropy Report

8 Social Media Stats Most activity the Muhlenberg College Alumni Facebook page and Twitter handle have seen in a single day The average engagement per Facebook post on 11/12/14 was 3 times the College s standard average engagement per post MuleMentum earned the College's third highest YouTube viewership within a seven-day period - 1,255 views - which is 6.5% higher than the College's "normal" viewership for a given week Average View Duration for MuleMentum videos was 33 seconds - 331% higher than normal Muhlenberg College video viewership

9 Social Media Schedule Facebook event created a month before and targeted audience invited Combination of pre-scheduled and live content Pre-, During and Post-#MuleMentum posts on Facebook, Twitter, and Instagram included: Links to progress update videos Donor count Time left Thank you Pictures

10 Social Media - Photos

11 Things to Remember Set a realistic yet creative goal Choose a date or concept that s easy to remember Hire help Appoint ambassadors Add incentives Spread the word, then spread it more Share your success Assess, refine, repeat

12 The Gift of Experience S U S Q U E H A N N A U N I V E R S I T Y C R O W D F U N D I N G W W W. S U S Q U. E D U / G I F T O F E X P E R I E N C E

13 Goals Donor acquisition via small ($$) projects Faculty engagement and voice Multi-platform approach Create urgency: Spring 2015 projects to be funded See what we learn.

14 4 Programs to be Funded Program $$ required / $$ given End date **Faculty sponsor **

15 Link to secure SU page for credit card gift Program webpage

16 Outreach Plan J A N. 1 3 I N D I V I D U A L E M A I L S B Y M A J O R O R A F F I N I T Y J A N S O C I A L M E D I A P O S T S B E G A N J A N. 2 0 E - N E W S L E T T E R T O A L L A L U M N I J A N. 2 5 C A L L I N G S T A R T S F O R M A J O R A N D A F F I N I T Y G R O U P S F E B. 2 F O L L O W - U P E M A I L T O A L L A L U M N I F E B C A L L I N G C O N T I N U E D F O R A L U M N I A N D PA R E N T S F E B. 1 9 S E C O N D E M A I L T O A L L A L U M N I F E B. 2 8 P R O G R A M C L O S E D PA R E N T S A L S O R E C E I V E D S O L I C I T A T I O N E M A I L S

17 Results / What We Learned 4 of 5 programs fully funded (we added 1 later) Faculty/staff voice is important throughout Build early advocates Make more use of social media platforms Success breeds appetite