Transcript IUP PowerPoint Template 16-9 Aspect Ratio

Strategies to Increase Dollars and Donors
Mary Jo Ludwig
Assistant Director of Annual Giving
Strategies to Increase Dollars and Donors:
• December E-Solicitation Strategies
• May Donor Challenge
• Fiscal Year-End Online/E-Solicitation Outcomes
December Holiday E-Card
Sent: December 5, 2012
Link: http://www.iup.edu/blank.aspx?id=136198&utm_campaign=holiday_ecard_2013&utm_medium=e-mail&utm_source=imodules&utm_content=donors
End of 2012 Calendar Year-End Appeal:
• December 21 at 7 a.m.
• December 27 at 9 a.m.
• December 30 at 3 p.m.
st
1
E-mail: December 21 at
7 a.m.
Subject: Time is Running Out to
Support IUP for a 2012 Tax
Deduction
•
nd
2
Email: December 27 at 9 a.m.
– Subject: Support IUP Students in 2012
• 3rd Email: December 30 at 3 p.m.
– Subject: Last Chance to Support IUP for
a 2012 Tax Deduction
• Each e-mail included appeal codes indicating the
e-mail solicitation it was linked to.
• For example-- December 30th video and giving links:
– Link to Online Giving Form:
–
http://www.iup.edu/page.aspx?id=137078&utm_source=imodules&utm_medium=email&utm_content=IGIVE12.30.12&utm_campaign=annual_giving
-
Link to “An Extraordinary Year of Student Success”:
–
http://www.iup.edu/page.aspx?id=137078&utm_source=imodules&utm_medium=email&utm_content=IGIVE12.30.12&utm_campaign=annual_giving
December 2011 vs. December 2012 Outcomes
• December E-solicitation/Online gifts resulted in :
– 51% increase in number of online giving
– 33% increase in total dollar of online giving
May Donor Challenge
• Goal was to reach out to IUP prospects who had no giving in
Fiscal Year 2012-2013
• Date of Challenge: noon of May 15 through noon of May 16
• Goal to was to acquire 500 new FY13 donors in 24 hours
• A “Save the Date” e-mail was sent one week prior to the event
• E-mails were sent to approximately 35,000 prospects (alumni,
faculty and staff with no current giving)
Schedule of Donor Challenge Emails
• Preview/Announcement (5/8/13 @7a.m.)
• Various Segments:
- Alumni
- Donors w/current giving (5/15 – one e-mail)
- No current giving (5/15 & 5/16 – series of 8 emails)
- Faculty/Staff (5/15 & 5/16 – one e-mail each day)
• Follow Up Results Announcement (sent 5/16 at 2PM)
“Save the Date” for Donor Challenge
Sample of Donor Challenge Email
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Variations of emails based on target
audience
Pre-populated fund names on giving forms
Appeal Codes and Links indicated
corresponding email
Donor goal was updated in follow up
emails
Some versions included a suggested ask
amount based on graduation year ($5 x
number of years since graduation)
IUP website Homepage
announced the 24 Hour
Donor Challenge:
The IUP faculty/staff
e-newsletter featured
a news story about the
24 Hour Donor
Challenge
The banner on the IUP
Giving Form was
revised for the 24 Hour
Challenge time frame
to reflect the challenge:
Social Media
Sample Facebook Post
Twitter was also used to spread
the word about the donor
challenge
Created a specific landing page for the IUPRace
for 500 Challenge – www.iup.edu/500in24:
Dean’s Merit Scholarship
Study Abroad
Dean’s Innovation Fund
Follow up
confirmation e-mails
from Imodules were
implemented:
Donor Challenge Outcomes
• Fell short of target goal, but acquired 113 new gifts
• Received $12,018 in gifts
• 1123 prospects chose to opt out of the special
challenge (98% of opt out’s had no giving history)
• Learned much and have some insight of things to
consider next time.
Next Donor Challenge Considerations
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Donor Match is key
Send to all Prospects
Teaser Post Card
Stagger Emails/Consider Quantity
Date of Challenge and Time Lines
Extend Phonathon Hours to Promote Challenge
E-Solicitation Fiscal Year-End Outcome
• 40% increase in E-solicitation Dollars
• 42% increase in E-solicitation Donors
Overall Online Year-End Outcome
• 73% increase in Online Donors
• 35% increase in Online Giving Dollars
Questions?
Contact Information:
Mary Jo Ludwig
E-mail: [email protected]
Phone: (724) 357-5555