Giving Day Resources
Giving Days — a day during which an institution, nonprofit, community, or other organization attempts to raise money, grow its donor base, and create good will in its community through a largely online fundraising event — have been around for about a decade. But fundraisers in higher education really took notice when Columbia University raised $6.8 million from 4,490 donors on Oct. 29, 2012. Since then, many schools, colleges, and universities have launched their own Giving Day — and some have been quite successful. In fact, 42 percent of respondents in the 2015 Survey of Social Media and Advancement that mStoner conducts with CASE and Huron Education reported that their institution had conducted a Giving Day.
Columbia’s Third Annual Giving Day Deconstructed
Columbia’s third Giving Day raised $11,064,924 in 24 hours on Oct. 29, 2014. That’s about $3 million more in donations compared to Columbia’s Giving Day in 2013. As its continues to explore this space and consolidate its position of leadership, Columbia is proving that Giving Days can be much more than just one-off novelties for colleges and universities. Rather, it seems they may have real value as annual programs that productively engage campus partners and external constituencies alike.
In this episode, Columbia’s Christina Sebastian and Jake Strang join Advancement Live host Andrew Gossen to talk through Columbia Giving Day 2014. Christina and Jake share insights into getting ready for a Day of Giving, a behind-the-scenes look at what happens on the day itself, and their plans for stewardship and donor retention. They also reflect on trends that are beginning to emerge, as they track donor behavior across multiple Giving Days.
The Great Give Online Giving Campaign Goes Viral: Florida State University
In 36 hours, Florida State University’s annual giving team led an online-only campaign to raise $161,000. During those 36 hours, the Great Give campaign surpassed that goal, raising more than $186,000 and introducing hundreds of new donors to philanthropy at FSU. They did it thanks to solid planning and understanding the nuances of communicating online and via social media.
Download the Great Give Online Giving Campaign from mStoner’s book “Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students, and Get Results” to learn more about this successful campaign.
The CASE InfoCenter has a great bibliography of articles and case studies on Giving Days; a CASE membership and login are required for access.
The Social Side of Giving
Justin J. Ware, a social media expert, blogger, and fundraising consultant with Bentz Whaley Flessner, has written extensively about Giving Days on his blog, The Social Side of Giving.