Hyper Targeting Donors for Online Giving Days – UCSC

Demonstrating specific impact is quickly becoming known as a surefire tactic for engaging donors on a grassroots level and encouraging more giving – especially online. This tactic is one reason why crowdfunding has become so popular in the nonprofit space.

UCSC Giving Day LogoAs was made evident by the University California, Santa Cruz during their “Game On Give On” giving day, allowing donors to find their affinity and give during an event works quite well, too.

Most big giving days happen when major donors step up before the event.UCSC had a small amount of big gift support for matches and challenges, but no where near the seven-figure totals other schools enjoy.

UCSC nested sub groups within larger groups to allow donors to search for the niche affinity areas that mattered most to them.
UCSC nested sub groups within larger groups to allow donors to search for the niche affinity areas that mattered most to them.

What UCSC did have was a complex network of sub departments, housed within larger department pages like sports and recreation, that allowed donors to find what they were most passionate about supporting.

Is fencing your thing? Great – then make a gift to the fencing club! How about men’s rugby? There’s a fund for that during UCSC’s giving day. Is water polo more your speed? There is a fund for that, too.

The results speak for themselves. Just under 3,000 donors helped to raise approximately $340,000 during UCSC’s inaugural giving day – all without the enormous major gifts that so often make up a big online event.

UCSC Giving Day Totals

To be clear, we know major donors love giving days (check out this post for more). But that’s not to say you must have big gifts to enjoy enormous donor participation. In looking at the UCSC results, it appears another path to big small-gift numbers is providing donors a path to giving to an area that matters to them.

ScaleFunder launched its Giving Day module in late February 2016. Already, six institutions have raised more than $9 million from more than 10,000 donors using the platform. To learn how you can leverage ScaleFunder’s technology and strategy for a giving day, email letstalk@scalefunder.com.