Office of Alumni & Development July 31, 2013

1. School/ProgramTraining Office of Alumni & Development July 31, 2013 CHANGING LIVES THAT CHANGE THE WORLD #COLUMBIAGIVINGDAY

2. What will be covered… • Brief review of Giving Day • Marketing and communication rollout strategy • What’s new for 2013 • Volunteer engagement and tools • Grassroots Campaigns • Challenge match update • Goal setting & Early Give • Post event

3. What is Columbia Giving Day? • Columbia Giving Day is a 24-hour university-wide online fundraising initiative • A unified effort to boost visibility, participation, and revenue for all Columbia University annual funds • Target audience includes alumni, parents, friends, volunteers, faculty, staff, students – everyone! • Supported by a challenge match and gaming strategies to build motivation and fuel competition between alumni of schools

4. Rollout Strategy Oct 24- Oct 23 Oct 9-22 Oct 1-8 Mid-September • Thank donors • Results recap • Ongoing social stewardship • Social activation of volunteers, staff, faculty, students, and parents • 2 live events • Challenge competitions • Deploy volunteers & staff to solicit early giving • Homecoming • Train volunteers • Post related to GD theme • Giving Day is public • Recruit volunteers • Meet with manager of your social networks • Post to increase likes • Magazine Ads • Event Promo • Worldwide Networking Events (CAA)

5. What’s New?

6. givingday.columbia.edu

7. givingday.columbia.edu • Mobile version • Multi-give

8. Facebook Tab • Open Hosting • “Get Involved” Link

9. Grassroots Campaigns • Facebook goes blue • Volunteers, students, donors, staff, everyone turns their facebook profile pic to a blue Columbia crown from homecoming on Oct. 19th to the 23rd. • #WhyIGive • Asking our communities to share their giving stories with us via Facebook, Twitter, Instagram, Vine, etc. • Responses will be aggregated on Tagboardalong with #ColumbiaGivingDay content. • Example - http://my.gohuskies.com/mygohuskies

10. Volunteer Engagement Levels of engagement for volunteers can vary, here are some ways they can get involved: • Spread the word - #ColumbiaGivingDay • Follow your school or program and the CAA on social media channels and re-post, re-share, and re-tweet content to your network. • Share your own Giving Day stories and insights through FB, twitter, blogs, etc. • Act as a social media ambassador for Columbia University. • Encourage Giving • Act as a volunteer fundraiser completing peer to peer asks in the early give period and day of. • Contact your listservs, groups, etc. on Giving Day to remind them to make their gift.

11. Volunteer Engagement – Social Ambassadors

12. Tools for Your Volunteers • Overview document about Giving Day • Sample volunteer job description • Sample volunteer email to fellow alumni • Social Ambassador selection, training, and platform • Sample volunteer Facebook posts and tweets

13. Challenge Match$300,000From a group of dedicated leadership donors across the University.

14. Challenge Match Concept • Main match challenge: $200,000Schools/programs will compete for a share of $200,000 based on a percentage of total amount raised. Example: If Engineering secures 20% of all dollars raised they’ll get 20% of the $200,000 pot. • School Challenge: $70,00016 Schools will compete based on alumni participation. This school-based challenge will be awarded to the top five schools with the highest alumni participation as follows: • 1st place: $25K • 2nd place: $20K • 3rd place: $15K • 4th place: $10K

15. Match Concept Cont’d • Hourly Prize ChallengesFive $5K prizes awarded during pre-determined hours to encourage competition. • International gifts - Full Day • Most donors in an hour (2) • Most donors with grad year’s in the last decade • Most #columbiagivingday posts in an hour • Incentive Prizes Five $1K Prizes to be awarded: • Highest Senior Fund participation (2) • To be determined (3)

16. Goal Setting • What challenge will your school/program set its sights on? • How can you achieve success? • How can you utilize the early give period starting on Oct. 9? • Engage leadership and major gift donors • Set internal revenue and donors goals for this period to set the stage for success the day of.

17. Top Five Strategies for Success • School/Program Specific Competition

18. Top Five Strategies for Success • Leadership Buy-in

19. Top Five Strategies for Success • Tap into your community, including faculty, staff, students, and volunteers

20. Top Five Strategies for Success • Event promotion

21. Top Five Strategies for Success • Use all channels

22. Tools For You • Internal Communication Site: http://alumdev.columbia.edu/givingday • 90-day checklist • School Training 1 presentation • Promo Materials • Stickers for staff and events • Napkins for events • Postcard • 1-page advertorial spread • Brief overview document of Columbia Giving Day • Email template • Volunteer Toolkit • Training Opportunities • Today – First School Training • Social Media Training – September 11

23. Post Gift /Giving Day • Auto confirmation and thank you email immediately following gift • Midnight message reporting on totals with video • Next day impact message – generated by School/Program • Other ongoing stewardship at the School/Program level

24. Q & A