Four Strategies to Drive Online Giving
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A symposium on the marketing of higher education organized by the American Marketing Association; November 16-19, 2008, in Chicago. More info about conference.
Presentation description
This session explores how powerful electronic communications can drive online giving. You’ll examine the research about how donors use the Web, learn the four components of a strategic marketing communications plan for online fundraising, and see these principles in use by educational institutions and non-profits.
Presentation materials
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Four Strategies to Drive Online Giving (.pdf, 145KB) (color session handout) - Four Strategies to Drive Online Giving (.pdf, 62KB) (conference proceedings essay)
Resources cited in quiz
- Internet Activities listing (Pew Internet and American Life Project, 2004 - 2008)
- The Wired Wealthy (.pdf, 1.0MB) report (Convio, Sea Change Strategies and Edge Research, 2008)
- Average time with select media by age chart (eMarketer.com, 2007)
- After the Flood: Online gifts still flow to charities, but the stream slowed in 2007 (Chronicle of Philanthropy, 2008; subscription required. Link is to the lead story in online giving package. Higer Ed data was calcuated from related chart.)
- Donor motivations research reported by Network for Good in "People to People Fundraising," 2007
- More ePhilanthropy resources
Links to sites visited during presentation
- Giving to Columbia University
- Lumina Princetonia solicitation (Flash movie)
- CUE: The Campign for Undergraduate Education at Stanford (Flash movie)
- Proctor Academy: Chuck's Corner
- Daniel vs. RoboPhone POP-UP (Carnegie Mellon)
- Friends for Peace
- Friends for Peace Flickr Photostream
- Heifer International gift catalog
- Mercy Corps: Helping Communities Build a Stronger Future