1. Strategies to Increase Dollars and Donors Mary Jo Ludwig Assistant Director of Annual Giving

2. Strategies to Increase Dollars and Donors: December E-Solicitation Strategies May Donor Challenge Fiscal Year-End Online/E-Solicitation Outcomes

3. December Holiday E-Card Sent: December 5, 2012 Link: http://www.iup.edu/blank.aspx?id=136198&utm_campaign=holiday_e- card_2013&utm_medium=e-mail&utm_source=imodules&utm_content=donorshttp://www.iup.edu/blank.aspx?id=136198&utm_campaign=holiday_e- card_2013&utm_medium=e-mail&utm_source=imodules&utm_content=donors

4. 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.

5. 1 st E-mail: December 21 at 7 a.m. Subject: Time is Running Out to Support IUP for a 2012 Tax Deduction

6. 2 nd Email: December 27 at 9 a.m. –Subject: Support IUP Students in 2012 3 rd Email: December 30 at 3 p.m. –Subject: Last Chance to Support IUP for a 2012 Tax Deduction

7. Each e-mail included appeal codes indicating the e-mail solicitation it was linked to. For example-- D ecember 30 th video and giving links: –Link to Online Giving Form: –http://www.iup.edu/page.aspx?id=137078&utm_source=imodules&utm_medium=e- mail&utm_content=IGIVE12.30.12&utm_campaign=annual_givinghttp://www.iup.edu/page.aspx?id=137078&utm_source=imodules&utm_medium=e- mail&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=e- mail&utm_content=IGIVE12.30.12&utm_campaign=annual_givinghttp://www.iup.edu/page.aspx?id=137078&utm_source=imodules&utm_medium=e- mail&utm_content=IGIVE12.30.12&utm_campaign=annual_giving

8. 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

9. 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)

10. 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)

11. “Save the Date” for Donor Challenge

12. Sample of Donor Challenge Email 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)

13. IUP website Homepage announced the 24 Hour Donor Challenge:

14. The IUP faculty/staff e-newsletter featured a news story about the 24 Hour Donor Challenge

15. The banner on the IUP Giving Form was revised for the 24 Hour Challenge time frame to reflect the challenge:

16. Social Media

17. Sample Facebook Post

18. Twitter was also used to spread the word about the donor challenge

19. Created a specific landing page for the IUPRace for 500 Challenge – www.iup.edu/500in24:www.iup.edu/500in24 Dean’s Merit Scholarship

20. Study AbroadDean’s Innovation Fund

21. Follow up confirmation e-mails from Imodules were implemented:

22. 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.

23. Next Donor Challenge Considerations 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

24. 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

25. Questions? Contact Information: Mary Jo Ludwig E-mail: mjludwig@iup.edumjludwig@iup.edu Phone: (724) 357-5555