The online ambassadors strike again. This time at the University of Massachusetts Amherst (a BWF_social client) where the annual giving team led the inaugural UMassGives online fundraising campaign. Sarah Sligo, Executive Director of Annual Giving at UMass Amherst, had two goals in mind when the campaign planning started – acquire new donors (specifically young alumni and students) and expand the “culture of philanthropy” around UMass Amherst. The 36-hour UMassGives inarguably accomplished both by bringing more than 800 new donors in to the fold and creating a substantial amount of buzz online by way of UMass Amherst’s growing online ambassador program.
In the months leading up to UMassGives, Sligo and her colleagues identified more than 200 potential online ambassadors to help promote the campaign. Nearly 150 of those potential ambassadors agreed to use their social networks to share information and build the buzz around UMassGives, creating a viral spread of awareness.
During the campaign, ambassadors received emails asking them to share updates about UMassGives on their social networks. That activity spread across the Internet, helping make news of UMassGives go viral, which ultimately led to the university raising more than $80,000 from 1,588 donors.
For more on the campaign, check out what Sarah has to say in the video below: Need help planning a campaign that acquires new donors? Check out BWF’s social media consulting services by clicking here.