1. Digital Communications and How It Draws Success
Presented By
Anne Lichtenberg
Director of Annual Giving
University of Kentucky
Marc Whitt
Director of Philanthropy Communications

2. U N I V E R S I T Y O F K E N T U C K Y
raisING money online
PART ONE: BUILD IT
Process And Results Of The Recent Overhaul To The UK Giving Page
PART TWO: MAKE THEM CLICK
Emerging Trends In Social Media To Drive Traffic To Donation Pages
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3. Challenges of the old site
Not Mobile Friendly
Organization/Search Features
Could not take recurring gifts
Multiple transactions for multiple allocations
It was just a digital version of a reply card
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4. Challenges of the old site
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5. U N I V E R S I T Y O F K E N T U C K Y
Why invest in a new site
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6. U N I V E R S I T Y O F K E N T U C K Y
Why invest in a new site
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7. network for good capabilities
Determined NFG met all our needs plus:
Build a page for each fund, featuring detailed description and photo/video
Vary suggested gift amounts by fund
Social proofing through donor scroll and prompted social media sharing
Ability to do crowdfunding projects
Create team pages for DanceBlue
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8. U N I V E R S I T Y O F K E N T U C K Y
uky.networkforgood.com
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9. U N I V E R S I T Y O F K E N T U C K Y
results
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10. U N I V E R S I T Y O F K E N T U C K Y
results
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11. U N I V E R S I T Y O F K E N T U C K Y
WHAT DROVE THE Growth?
Year One (October 2016 – June 2017)
DanceBlue saw tremendous growth. 1,645 more gifts, average gift grew from $67 to $79
More Donors Used NFG to Make Major Gift Pledge Payments
Non-DanceBlue platform saw growth in number of gifts and steady average gift once pledge payments were removed
Year Two (June 2017 – July 2018)
DanceBlue continued to grow but at a more moderate rate
Non-DanceBlue saw more gifts and average gift on non-pledge payments grew from $278 to $345
Recurring giving tripled in donors and quintupled in dollars from year one
Tax changes spurred end of year Athletics giving
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12. U N I V E R S I T Y O F K E N T U C K Y
What we’ve learned
Overall
We receive far fewer donor complaints about the giving site.
Donors love the scroll. Almost all of them choose to be displayed on it and 25% write a personalized message about their gift.
It’s not just for the young or for annual sized gifts.
alone does not drive our web gifts.
Big Takeaways
For us, web giving is too significant to have a site that doesn’t work well.
On-demand reporting has been a game changer.
Giving site is now a true digital solicitation, not just a response device
We must be able to make changes quickly to respond to donor and institutional needs.
Set the stage for a big, university-wide giving day next spring.
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13. U N I V E R S I T Y O F K E N T U C K Y
For the past 20 years, social media has revolutionized the way we communicate and network…
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14. U N I V E R S I T Y O F K E N T U C K Y
approximately 2 billion users used social networking sites and apps in 2015.
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15. U N I V E R S I T Y O F K E N T U C K Y
with the increased use of mobile devices, this number is likely to cross the 2.6 billion mark by THE END OF Statista
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16. U N I V E R S I T Y O F K E N T U C K Y
WHY AMERICA GIVES
(Source: Classy, 2018)
What Motivates People to Give
Personal or family connections to a cause
Recommendations from social media influencers
Ease of donating
Most Influential in Rallying Support
26% - Social Media Influencers
10% - Professional Athletes
9% - Hollywood Celebrities
9% - Local Politicians
5% - National Politicians
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17. U N I V E R S I T Y O F K E N T U C K Y
WHY AMERICA GIVES
(Source: Classy, 2018)
How to Encourage People to Give
Make it convenient – 52% find it easiest to make online gifts
Empower mobile users – One-third of all gifts are now made via mobile
Leverage technology – Avoid lack of gift page or clunky online giving experience
54% of Millennials and Gen Zers depend on online or mobile device giving
43% of Baby Boomers and Silent Generation felt the same
How Often Do You Give to Nonprofits
10% - Weekly
23% - Monthly
12% - Annually
46% - Randomly
9% - Never
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18. U N I V E R S I T Y O F K E N T U C K Y
Takeaways
Your supporters are communicating with one another and their friends via social media 24/7. Nonprofits, including higher ed philanthropy and communications offices, must be active in the conversation.
Social media provides your donors and volunteers ease of access to your organization and gives them the communication tools to be advocates for your cause.
Content must be continually updated with fresh, relevant and engaging information that reflects the interests of your followers, including influencers.
Websites are not dinosaurs. Your social media efforts should point followers back to the organization’s website and vice versa.
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19. U N I V E R S I T Y O F K E N T U C K Y
Takeaways
Social media posts must be strategic to your organization’s messaging. Inform. Inspire. Engage!
Social media will continue to heighten use of “live” and “in the moment” features. Be smart, strategic and professional in their use.
Social media can’t reside in its own silo. Integrate with web, eMarketing, publications, news releases, direct mail, etc. for seamless, consistent messaging.
Repurpose your best content.
Video is quickly becoming king of online content. Include clips with social media posts that donors and volunteers can and enthusiastically wish to share.
Integrate online giving services and opportunities with social media strategies.
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20. U N I V E R S I T Y O F K E N T U C K Y
Takeaways
Don’t doubt Baby Boomers’ online skills! Research has found nearly 83% are using social media, particularly Facebook.
Manage no more than 1-3 social media accounts and do all well.
Be authentic in your social media messaging. You are competing with other nonprofits around the world.
Don’t get caught up in the follower numbers game. Be more concerned with having “engaged” followers rather than “people collecting.”
Remember, face-to-face interaction will continue to be the most important aspect of major and principal gift solicitation. Social media, however, can help dust off the welcome mat for your organization.
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21. U N I V E R S I T Y O F K E N T U C K Y
QUESTIONS?
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