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: card_2013&utm_medium= &utm_source=imodules&utm_content=donorshttp:// card_2013&utm_medium= &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.

1 st December 21 at 7 a.m. Subject: Time is Running Out to Support IUP for a 2012 Tax Deduction

2 nd December 27 at 9 a.m. –Subject: Support IUP Students in rd December 30 at 3 p.m. –Subject: Last Chance to Support IUP for a 2012 Tax Deduction

Each included appeal codes indicating the solicitation it was linked to. For example-- D ecember 30 th video and giving links: –Link to Online Giving Form: – mail&utm_content=IGIVE &utm_campaign=annual_givinghttp:// mail&utm_content=IGIVE &utm_campaign=annual_giving - Link to “An Extraordinary Year of Student Success”: – mail&utm_content=IGIVE &utm_campaign=annual_givinghttp:// mail&utm_content=IGIVE &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 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” was sent one week prior to the event s were sent to approximately 35,000 prospects (alumni, faculty and staff with no current giving)

Schedule of Donor Challenge s Preview/Announcement Various Segments: - Alumni - Donors w/current giving (5/15 – one ) - No current giving (5/15 & 5/16 – series of 8 s) - Faculty/Staff (5/15 & 5/16 – one each day) Follow Up Results Announcement (sent 5/16 at 2PM)

“Save the Date” for Donor Challenge

Sample of Donor Challenge Variations of s based on target audience Pre-populated fund names on giving forms Appeal Codes and Links indicated corresponding Donor goal was updated in follow up s 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 – Dean’s Merit Scholarship

Study AbroadDean’s Innovation Fund

Follow up confirmation s 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 Donor Match is key Send to all Prospects Teaser Post Card Stagger s/Consider Quantity Date of Challenge and Time Lines Extend Phonathon Hours to Promote Challenge

Overall Online Year-End Outcome 73% increase in Online Donors 35% increase in Online Giving Dollars E-Solicitation Fiscal Year-End Outcome 40% increase in E-solicitation Dollars 42% increase in E-solicitation Donors

Questions? Contact Information: Mary Jo Ludwig Phone: (724)