Harris Connect

EMORY UNIVERSITY’S ONLINE GIVING SKYROCKETS: Total Funds Raised Increases by More Than $215,600 In Two Years with Harris Connect

In the two years since Emory University partnered with Harris Connect Internet Services for online giving, the Annual Fund office has seen a huge increase in online giving - both in the number of online gifts and the total funds raised, according to Francine Cronin, Associate Vice President for Annual Giving.

“The numbers for this fiscal year indicate that since 2002-03, we’ve experienced a 206% increase in the number of online gifts and a 292% increase in total online giving dollars raised,” said Cronin. “We raised $259,408 in online gifts in fiscal 2004-05 compared to $44,398 in 02-03. Obviously the big thing is the overall numbers, but we’ve also seen a huge growth in the average gift amounts. Another area of significant growth is matching gifts, where this year we’ve seen a 50% increase and raised the largest amount in matching gifts in University history.”

Cronin attributes the University’s success, in part, to an enhanced Secure Online Giving Form provided by Harris Connect. “The redesign was completed in 2003. It’s attractive, so easy to navigate as well as upgrade and we can manipulate it to add new funds and drop downs. It also enables donors to conduct a Matching Gifts Inquiry, which has helped boost the matching gifts numbers,” she said. “We’re constantly changing and upgrading it, to make the best use of our new capabilities. The enhancements have helped us implement many key programs and initiatives that have contributed to the dramatic increase in online giving.”

Cronin explained some of the programs and strategies her office has implemented to reach their online giving milestones:

1. Email pledge reminders - At the end of the fiscal year, blast email reminders are sent out, including a link to the online giving site for immediate response. “The email is quick, economical, convenient and effective,” she said. “At the end of the fiscal year, it enables us to get last-minute pledges - giving us another opportunity to increase giving levels. “We also follow-up all telefund pledges with a thank-you note directing donors to the Online Giving Site.”

2. e-Flash presentations - Emory began utilizing e-Flash technology in 2003, and it’s become a regular part of their solicitation efforts. According to Cronin, the video presentations are short - about 1 ½ minutes long - but compelling. “We send out two e-Flashes a year - one in late July and one in December. The presentations are very inspiring, very moving, and include a link to the online giving page,” she said. “We’ve tracked a huge increase in online gifts in the months directly following the e-Flash. In August 2005 alone we received 27% of our total online gifts for 2005. People give on emotion.”

3. Integrated campaigns: All direct mail fund raising packages, including pledge reminders are “mirrored” with an email message of the same content, including a link to the Online Giving Form. “The email doesn’t cost us anything, and is timed to go out right after the direct mail,” she said.

4. More Links: A “Make A Gift” icon with a link to the Online Giving Form is now included on the University’s external and internal home page. All correspondence -- including direct mail, email signatures, and brochures -- include a link to the Online Giving Form.

In addition, email follow-ups are sent to alumni who are unreachable by phone during telefund campaigns. “We’ve also found it effective to send an email to alumni who have opted not to donate via telefund,” said Cronin. “We wait for a period of time to pass before sending the email, and it’s helped to fill in the gaps and get additional pledges.”

According to Cronin, future plans include continued growth. “It’s been an exciting year, and I’m looking forward to taking our online giving to even greater heights next year,” she said. “There’s so much more we can do, and we’re going to continue to look for new ways to utilize and take advantage of new technologies provided by Harris Connect to enhance our efforts and results.”